Articles and News
BRAND AND INDUSTRY NEWS: KWIAT’S NEW FALL ADS; CASEY TO PRESTIGE PROMENADE; SYNTHETIC DIAMONDS; MORE August 29, 2012 (0 comments)
Kwiat Set To Break New Consumer Ad Campaign
New York, NY—Diamond house Kwiat is about to launch a new consumer advertising campaign for fall. The campaign breaks in the launch issue of Du Jour magazine, which hits newsstands this week. The ads—a departure from previous campaigns shot by famed photographers like Patrick Demarchelier and Pamela Hanson—used mixed media so viewers can interpret the jewelry as it relates to their personal style, rather than the style of a model or a celebrity.
Kwiat again commissioned artist Holly Houk and photographer Josh Haskin to create a mixture of art media, including fine jewelry photography, light photography, illustration, and one-of-a-kind watercolor paintings. The ads' color palette moves away from the monochromatic blues introduced with the house's 2009 campaign, into gem-colored hues, featuring Kwiat's classic diamond jewelry designs on the silhouette of a woman.
“We wanted to move farther away from traditional jewelry advertising, and to celebrate each piece of jewelry as a wearable piece of art,. By avoiding the typical ‘lifestyle’ imagery that is seemingly everywhere, we allow the viewer to take away a more personal interpretation, and connect the jewelry with their own unique sense of style. This fresh look allows the jewelry to create a story of its own,” says Greg Kwiat, a fourth-generation member of the 105-year-old company.
In addition to Du Jour, ads are slotted to break in W, Robb Report, Departures, Martha Stewart Weddings, The Private Journey, and The New York Times, as well as digital buys.
Two of the three new Kwiat mixed-media ads for its new fall campaign. The third is pictured at the top of the page.
Alpina Watches; Alex Soldier Announce New Designs
Geneva, Switzerland—Alpina Watches introduces its Diver Midsize Collection, inspired by deep-sea divers. The collection offers both men’s and women’s versions. The women’s version features a mother of pearl white face, surrounded by eight diamonds with large white, luminous indices placed at the 12 o’clock, six o’clock and 9 o’clock positions. An extra-large date window is located in the three o’clock position. Alpina’s signature red triangle is at the base of the silver second hand.
The second model in the range, with a black dial and a diameter of 38 mm, is designed to appeal to both men and women. The black version also offers a choice of two straps, black rubber or stainless steel. Both models offer a choice of strap: either a stainless steel bracelet or a rubber strap, white for the women’s model or black for the unisex model, which can fit over a wetsuit.
The black unisex version of the Alpina midsize divers' watch, left, is shown with the black rubber strap option; the white women's version is shown with a stainless steel bracelet.
The brand also announces celebrity William Baldwin will be the Alpina Global Brand Ambassador through the end of 2013. For more information, contact Yasmina Pedrini: pedrini@alpina-watches.com.
Separately, New York-based designer Alex Soldier introduces a series of dragon-themed cuff bracelets. The cuffs are made of silver and gold, finished with Soldier’s signature proprietary metalwork that creates an illusion of a diamond inlay. The cuffs are available in four sizes and feature double hinges for maximum comfort. Retail prices start at $2,500.
Retail prices for Alex Soldier's Dragon cuffs start at $2,500.
Chris Casey Named Executive Director of Prestige Promenade
New York, NY—Chris Casey has been named executive director of Prestige Promenade. He replaces former executive director Robert Bridel. Prior to his appointment, Casey ran the jewelry group at Nielsen, including the JA New York Shows, the Couture Show, and National Jeweler magazine. His appointment is effective immediately.
Prestige Promenade president Steven Mazza said Casey brings a new skill set to the group. “We’re hoping to get people to realize that the group is a trade organization, not just a show [pavilion], said Mazza in an interview with The Centurion. “For example, there are 26 of us who exhibit at the JA summer show, but we’ve never gone to JA as a group and said, ‘what can you do for us?’ Even if our members don’t necessarily always want to exhibit together as a group, there are things we can negotiate as a group.”
Becoming more visible in Las Vegas also is a goal of the organization. The new layout of the JCK Show at the Mandalay Bay has forced the group to work harder, says Mazza. At the Sands, the Prestige Promenade pavilion was right in the middle of the exhibit floor and easy to find, he said, but now, often by the time buyers find the pavilion at Mandalay Bay they're already late and have little time left to spend with the vendors.
Even so, Mazza says eight new companies have approached him about joining Prestige Promenade this year. The usual attrition rate is about three or four companies, he says, but the group is not opposed to growth. It just has to be with the right people, he says.
“We know what we can do for you, but what can you do for us in terms of bringing retailers [to the pavilion] who will stay in the area and shop?” Among other things, Casey has been tasked with creating a community of retailers that do business with Prestige Promenade companies, as well as furthering the group’s positioning as a trade organization.
Movado Q2 Profits Up, Tiffany’s Down
Merrick, NY—The Movado Group, whose watch brands include Movado, Concord, Coach, Ebel, ESQ by Movado, Hugo Boss, Juicy Couture, Tommy Hilfiger, and Lacoste, announced a 4.2% increase in net sales for the second quarter of 2012, and a whopping 78% increase in profits for the period. Company chairman and CEO Efraim Grinberg said in a statement that the increase was driven by ongoing success of the company’s strategic initiatives. The Group plans to re-launch the ESQ and Ebel brands this fall.
Movado's signature trademarked Museum dial, here on an Amorosa women's model.
Meanwhile, Tiffany & Co. reported a 5% drop in sales in the Americas for the second quarter over last year’s figures, and a 3% drop for the total first half. Sales in its New York flagship, especially, slid 9%, while comparable branch stores sales dropped 4%. These figures were offset by a 3% gain in catalog and Internet sales. Globally, the retailer’s sales dropped 1%. Tiffany chairman and CEO Michael Kowalski said the results “met expectations,” and were the result of both economic weakness in a number of markets and a comparison against a prior-year increase of 30%.
GIA Offers More Insight Into Synthetic Diamonds
Carlsbad, CA—GIA (Gemological Institute of America) has released a summary article detailing its research into synthetic diamonds. Following in the wake of last spring’s discovery of more than 600 synthetic stones mixed into a parcel of natural stones, the industry has called for both punishment of the perpetrators and better disclosure. Click here to read GIA senior industry analyst Russell Shor’s article that summarizes all of GIA’s recent writing on the topic and discusses its latest research into synthetics.
Golf Outing Will Support Jewelers for Veterans
Harrison, NY--The New York State Jewelers Association (NYSJA) will hold its third annual Golf Outing on Monday, October 1, 2012, at the Willow Ridge Country Club. A portion of the proceeds from this event will be donated to the Jewelers for Veterans Foundation.
The Jewelers for Veterans Foundation helps veterans find careers in the jewelry industry, through online resources, job counseling, one-on-one support, and information about educational and employment opportunities in the industry.
“Our U.S. troops returning from Iraq and Afghanistan are skilled, disciplined, and ready to work—yet they’re facing one of the toughest job markets in U.S. history,” says John A. Politi, Jr., executive director of the Jewelers for Veterans Foundation. “We are grateful for the support offered us by the New York State Jewelers Association to assist our outreach to the brave men and women who have served in our armed forces.”
“We welcome any opportunity to help our returning U.S. veterans with the kind of training and employment assistance that Jewelers for Veterans provides,” says Mike Wilson, NYSJA president and owner of Wilson & Sons Jewelers in Scarsdale and Mount Kisco, NY. “The more companies that attend our golf outing, fund sponsorships, or donate to the auction, the larger the donation NYSJA can make to Jewelers for Veterans.”
The outing has already secured some top prizes, including a BMW automobile, sponsored by Ray Catena’s BMW of Westchester, NY, as a "Hole in One Prize.” Other sponsorships and tickets are still available, but going fast. Contact Barbara Keefe, NYSJA executive director, (212) 290-1555, or email BKeeferose@aol.com.