A single appearance on Sunday’s Oscars could cost a million bucks.

History does not record exactly when jewelers started paying movie stars serious money to wear their designs at awards shows. But Hollywood jeweler Marvin Katz dates the phenomenon to 2005, when “Someone from an international jewelry house said, ‘Which celebrities are you paying to wear your jewelry?’ I thought he was joking.” These days, nobody’s laughing at the six- and even seven-figure fees big-name jewelers such as Tiffany and Louis Vuitton reportedly pay for a single appearance on the red carpet. Jennifer Lawrence may have received $1 million to wear Chopard during last year’s awards season, but Vanity Fair reports that Chinese jewelry designer Anna Hu paid Gwyneth Paltrow that much to wear a single diamond cuff one time to the 2012 Oscars. Anne Hathaway reportedly got nearly that — $750,000 — to wear Tiffany on the 2011 Oscars. Representatives for both actresses have denied these reports, but there’s no question that a lot of money changes hands in the borrowed-jewelry game. Vanity Fair breaks down the starter-fee scale: “Since most photographs tend to be close-ups of a star’s face, a star would be paid, say, $125,000 for wearing earrings, $75,000 for wearing a necklace, $50,000 for wearing a bracelet, and $25,000 for wearing a ring.”