Dressing celebrities in diamonds is an age-old practice in Hollywood. But with the increasing focus on celebrity placement and more competition from jewelry designers and high-end brands, it’s not getting any easier.

In response, the Diamond Information Center has created a charity-minded promotion and lured celebrities with over-the-top diamond jewelry. DIC’s Red Carpet Diamond Collection, unveiled to celebrities early this year, is a first-of-its-kind collection of diamond jewelry created by 14 of the world’s leading jewelry retailers and wholesalers—from Graff and Harry Winston to Kwiat and William Goldberg. Celebrities and their stylists were invited to view the collection and select a piece to wear to the Golden Globe Awards, the Grammy Awards, or the Academy Awards. For each piece worn, a $10,000 donation is made to amFAR.

Among the celebrities taking advantage of the civic-minded fashion concept were Megan Mullally and Tammy Blanchard, who wore pieces during the Golden Globe Awards.

Dozens of other celebrities, meanwhile, secured other diamond pieces to wear to the glamorous Golden Globes and the more casual Sundance Film Festival.

One celebrity trend was a return to the diamond stud earring. Nicole Kidman chose cushion-cut studs by Fred Leighton, Halle Berry wore brown diamond stud earrings by Harry Winston, and Kate Winslet went traditional with round diamond studs by Martin Katz.