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Sterling silver campaign steps out

December 04, 2008

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This bracelet by Slane and Slane is among the fashion-forward designs that will be promoted through the Savor Silver marketing campaign.

New York--Just in time to target the rising number of style-conscious "recessionistas," the Silver Institute is rolling out a marketing campaign to promote silver jewelry as a fashionable and affordable choice.

The efforts led off with a media launch event on Wednesday night at Michael's in New York City, where editors had a chance to meet with designers, check out some of the jewelry designs and learn more about the initiative.

The Silver Institute has marketed silver jewelry in the past, but the new Silver Marketing Initiative marks the first time since 2001 that there has been a full-scale effort in place for promoting sterling silver jewelry. It comes at a time when more designers--including some who haven't used the metal in the past--have been playing with the possibilities of sterling. With demand from consumers and retailers rising, according to the Silver Institute, some designers have been crafting edgier pieces with oxidized and blackened finishes, while others have combined gemstones and diamonds with silver for more glamorous evening looks.

"Many style-conscious consumers are increasingly adding fine silver jewelry to their wardrobes with the same ferocity as designer shoes, handbags and other accessories," said Michael Barlerin, president of Michael Barlerin Associates, the consultant organization for the initiative's development and rollout.

Barlerin, an industry veteran, spent 15 years at the World Gold Council where he was chief executive officer for the Americas.

Prominent designers whose silver jewelry will be featured in the campaign include Elle, Lagos, Leslie Green, Paz Collective, Robert Lee Morris, Robin Rotenier, Scott Kay, Slane and Slane, Thistle and Bee and Zina. The 10 designers are the first group to be featured on a consumer-focused Web site, SavorSilver.com, which will launch in mid December.

The site is designed to spotlight sterling silver jewelry designs and will offer consumers a chance to click on designer sites to either buy the jewelry directly or find retailers who sell the brands.
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