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Elle Jewelry opens first U.S. store in Mass. mall

November 11, 2009
Elle Jewelry specializes in fashion-forward sterling silver jewelry, like these pieces from its "Riveting Reds" collection.

Holyoke, Mass.--Elle Jewelry, a brand extension of Elle magazine known for producing on-trend sterling silver jewelry, will open its first U.S. store on Dec. 4 in the Holyoke Mall at Ingleside in Holyoke, Mass.

The Massachusetts store will hardly be the last U.S. store the company will open, executives say.

"This is the first of many stores planned in the United States in the next three years," William Kenney, director of sales for Elle Jewelry, said in a press release announcing the opening. "This gives the customer a chance to view our entire product range and experience Elle Jewelry's dynamic environment."

Styled in what it calls classic "Elle red," the store is designed to spotlight the brand, with modern displays and fixtures that keep the attention on the merchandise, the release said. Inside the store, customers will find hundreds of high-polished, rhodium-plated 0.925 sterling silver designs including necklaces, pendants, cuffs, bangles, bracelets, earrings, pendants and rings--and the brand's latest offering, the Elle Jewelry Charm Collection. Price points range from $30 to $1,500, with each piece featuring a genuine ruby logo, the company says.

In addition, the store will feature its luxury brand, Elle Luxe, a collection that layers sterling silver with touches of 14-karat gold, diamonds and high-quality gemstones.

Using fashion as a benchmark, Elle focuses its creativity on ready-to-wear trends that evolve from season to season, in concert with the type of trend evolution that is reported on in Elle magazine.

Elle Jewelry is part of Brands 88, which boasts 30 years in the jewelry business and is an affiliate of PAJ Group, a company that lays claim to being the largest sterling silver supplier in the world. PAJ Group employs more than 4,000 people worldwide, and operates offices in Dallas, New York, Toronto and Hong Kong, as well as in China, Thailand and Europe.
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