the £100,000 diamond cupcake

From ProfessionalJeweller.com

Scottish retail jeweller Rox has signed as the official jewellery sponsor of The Scottish Sun’s Miss Scotland competition 2010 for the second year running.
To mark the occasion the retailer has teamed up with Cupcake Glasgow to create a cupcake decorated with £100,000 of diamonds. The cupcake will be on display at Rox’s stand at Glasgow consumer event Glam, which is expected to attract 15,000 female consumers.

Rox managing director Kyron Keogh said: “We’ve always been really proud of our Scottish heritage and we’re very excited to once again be involved in The Scottish Sun’s Miss Scotland 2010. We wanted to have a bit of fun to announce our involvement in Glam so we decided to create the ultimate treat – a cupcake adorned with diamonds – the response has great and it really reinforces what we’re about as a brand – having fun and pushing the boundaries of jewellery.”

The expensive cupcake will be available to purchase from Rox’s store in Glasgow’s Argyll Arcade.

Glam will be held in the city’s George Square from June 18 to 20 and will be headline by fashion guru Gok Wan. The grand finale of the Miss Scotland competitoin will be held at the event, with the winner becoming the new face of Rox.