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Brand News: Frederic Sage’s New TV Commercial; Hearts On Fire’s Tax Protest; Stuller’s New Catalog October 04, 2017 (0 comments)


Frederic Sage Launches New Bridal Commercial

Great Neck, NY—Bridal and fine jewelry brand Frederic Sage announces the premiere of its very first bridal-themed TV commercial. Click here or on the image below to watch. The commercial features a young couple on a romantic date in a beautiful garden, and leads to the marriage proposal with a Frederic Sage bridal ring. The bride-to-be is wearing Frederic Sage jewelry all around: mother-of-pearl earrings, pendant, and necklace from the brand’s Natural Shell Collection, and is thrilled with her newest Frederic Sage ring.

The designer himself was very hands-on with the entire process, hand-picking the models, writing the storyline, and even helping direct. Click here or on the image below to go behind the scenes to watch the filming of the commercial in action.

Existing Frederic Sage retailers interested in producing this commercial with their logo, please contact or call (800) 651-1810. Prospective retailers interested in learning more about Frederic Sage and its various collections, please click here.


Hearts On Fire Puts A Period On Unfair Tax

Boston, MA—36 of 50 U.S. states charge sales tax for feminine hygiene products. By failing to classify both sanitary pads and tampons a necessity exempt from sales tax, the implication is that they’re a nonessential luxury.

Hearts On Fire has teamed up with Period Equity, a national law and policy organization dedicated to advancing menstrual product access, affordability, and safety—vital to women’s full participation in society—to launch a tongue-in-cheek public service campaign that lampoons the tax by featuring diamond-encrusted necklaces that are actually tampon holders. Ilaria Lanzoni, head designer of Hearts On Fire, was one of three jewelry designers tapped to create a diamond tampon case for the PSA. The other two designers are Jade Trau and award-winning silversmith Kevin Gray.

The campaign, which can be viewed here, was created by J. Walter Thompson New York and produced by The Sweet Shop. It features model, actress, and activist Amber Rose wearing a luxury diamond neck pendant, before revealing that the necklace is a tampon holder. “Where else would you keep something that 36 states tax like a luxury?” asks the film.

The total campaign consists of the video directed by Melanie Bridge, digital and social components, and the satirical luxury of three high-end gold, silver, and diamond tampon holder necklaces. It launched September 30 at Amber Rose’s OPENed Women’s Conference and annual SlutWalk in Los Angeles.

“As a brand, Hearts On Fire’s decision to get involved was easy. As a brand for and about women, being able to support an issue of this level of importance was very appealing,” said company spokeswoman Angie Kielt.

“We were thrilled to collaborate on this project with JWT and Amber Rose. There’s a long road ahead in the fight for safe and accessible menstrual products for all, as well as encouraging open, shame-free conversation around periods. This campaign, coupled with Amber’s unflinchingly strong voice on gender issues, is a smart approach to drumming up much needed discourse, and calling for systemic change as well,” said Jennifer Weiss-Wolf, co-founder of Period Equity and author of a new book, Periods Gone Public: Taking a Stand for Menstrual Equity.

“The fact that most states still view tampons as a ‘luxury’ is another example of the gender inequality in this country that both the SlutWalk and OPENed Women’s Conference aim to combat,” said Rose. “What I love about this campaign is its sarcastic, unedited realness.  It was an honor to be a part of and I hope the message, and the beautiful necklaces, grab people’s attention to help get this ridiculous tax overturned.”

“This tax targets half of the population, and many don’t even realize a majority of states have it,” said Sarah Barclay, Executive Creative Director, J. Walter Thompson New York. “So we wanted an idea that was so absurd, it couldn’t be ignored, and could help to ignite legislative action.”


Stuller, Inc. Releases New Jewelry Catalog

Lafayette, LA—Stuller Inc. has released its latest catalog, Jewelry 2018-2019.

“We’re excited about the selling opportunities this catalog creates for our customers,” says Maren Rosen, vice president of jewelry, bridal, and findings. “Whether it’s an item off the shelf or flexible 3C designs, we’ve made it easy to engage shoppers in the customization process.

The catalog presents additional features including:

“Jewelry celebrates life’s most special moments,” says Founder and CEO Matt Stuller. “And this new catalog gives jewelers 800 pages of options to consider when they’re helping their customers select something that will be treasured for a lifetime.”

To learn more or shop the catalog, visit


Diamond Veteran Bill Gould Moves To Trigem Pearls

New York, NY—Tri-Gem Pearls has hired industry veteran Bill Gould as director of business development. Gould comes to the pearl company after a long career with Kwiat, where he held roles as director of marketing and director of business development. 

George Zobel, Tri-Gem Pearls president, said, “Bill’s extensive marketing expertise and industry relationships will be a tremendous asset in helping Tri-Gem increase awareness of our extensive pearl and pearl jewelry collection, including our South Sea and Japanese Akoya pearl strands, for which we are known.”

Gould can be reached via e mail at or at (516) 398-8547 or (212) 730 -7360.

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