Palladium branding campaign heats up
June 18, 2008
Las Vegas—The jewelry industry got its first glimpse of the initial branding phase for palladium—a white, light, natural metal slated as the last major development in precious metals—during Las Vegas market week last month.
At the Couture show opening celebration, palladium jewelry displays lined the pool deck of the Wynn Las Vegas, declaring "Palladium is Now," "Do You Have the Metal?" and "White, Light, Natural, Now," while a teaser video played for Palladium Alliance International's (PAI) forthcoming 2008/2009 global consumer campaign.
Grammy-award winning artist Seal, who performed at the event, was given a palladium "Nautilus" necklace by PAI Chairman John Stark and Stillwater Mining Co. Chief Executive Officer Frank McAllister. Designed by Lloyd Pasach for R and R Grosbard, the necklace was specially produced for the singer by Carrera Casting.
According to PAI, palladium is a naturally white platinum-group metal that is mined directly from the earth. It has been used in the jewelry industry since the 1940s, and is quickly becoming "the metal of choice for a forward-thinking market," with designers such as Armani, Bulgari, Cartier,
Chopard, Louis Vuitton and Ulysse Nardin embracing it in their latest collections.
Stillwater Mining Co., a chief sponsor of PAI, is North America's largest palladium producer and a Sierra Club-endorsed green mine.
Formed in 2006 with offices in the United States, United Kingdom and China, PAI provides education, marketing, technical support and a vision for promoting palladium fine jewelry. PAI's 2008-2009 campaign, designed and executed by DJS Marketing Group, will aggressively market palladium to consumers and the trade.
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