Silver industry to launch consumer-marketing push

The Silver Institute plans to raise consumer awareness for sterling silver jewelry such as these rings from Nina Basharova's "Pod Collection."

The Silver Institute has announced plans for a marketing initiative to increase awareness and encourage consumer purchases of sterling silver jewelry.

Dubbed "The Silver Marketing Initiative" (SMI), the program will educate consumers and the trade press on sterling silver and be a source of marketing information and product news on the metal.

"The consensus of our executive committee is that the time is right to introduce an industry-supported marketing program in the U.S., with the initial focus being on silver jewelry," Silver Institute Executive Director Michael DiRienzo said in a media release.

Marketing and management services firm Michael Barlerin Associates has been appointed as the consultant to the Silver Institute in the development and rollout of the SMI.

"In light of what has been happening to the price of the other noble metals, now is definitely the time for silver jewelry," Barlerin said in the release. "I am also gratified by the response I have already received from key members of the jewelry trade when I told them that SMI was to be launched, and I look forward to discussing mutual opportunities at the JA Show in New York City later this month.
Source: nationaljewelernetwork

Webster taps pop princess for silver campaign

"Shattered Rings" from Stephen Webster's new silver line for women, inspired by Christina Aguilera.

Jewelry designer Stephen Webster will mark his foray into the women's silver jewelry market with Christina Aguilera at the helm.

The Grammy Award-winning singer will appear in Webster's spring 2008 ad campaign wearing silver earrings, necklaces, cuffs and rings that she inspired.

The campaign, which will break in the April issue of W magazine, is based on legendary Alfred Hitchcock films with Aguilera looking like a classic Hitchcock heroine.

Webster said he is excited to launch the new advertising campaign since Aguilera is a close friend of his as well as the main source of inspiration behind the collection.

"I have always loved Hitchcock's films and to be able to transport Christina and my jewelry into that classic setting was an amazing experience for me," Webster said in a media release.

The campaign was photographed by Vincent Peters and styled by Victoria Adcock, with hair and make-up by Peter Savic and Kristofer Buckle.

Stephen Webster entered the fine-jewelry market in 1976, and has won many awards including "Luxury Jeweler of the Year" in 2001, 2002, 2003 and 2005, as well as "Jewelry Designer of the Year" in 1997, 1998, 2000 and 2006.

Stephen Webster operates worldwide with independent boutiques in Kiev, Ukraine; Moscow; Seoul, South Korea; and St. Petersburg, Russia; and in more than 50 concessions in the United States as well as in Hong Kong, Japan, Korea and Dubai, United Arab Emirates.
Source: nationaljewelernetwork