Articles and News
Brand News From Penny Preville, Stuller, and LoveCraft November 13, 2013 (0 comments)
Penny Preville Unveils First Multi-Media Ad Campaign with Print, Digital and Video
New York, NY—Penny Preville this month will unveil a new multi-media advertising initiative for the holiday season, titled, “Carry Beauty With You (#carrybeautywithyou). The campaign will include traditional print and digital components and also will introduce the brand's first video. This foray into video further enhances the brand's opportunity to tell a story while engaging the consumer on an emotional level. The video will introduce the brand to potential new customers, while re-engaging those already loyal to the brand.
As the centerpiece of the campaign, the video stands as a statement about adventure, timelessness, and natural beauty. Instead of a traditional jewelry gift box, viewers will see a young girl (video still at top of page) on a sprawling journey through beautiful landscapes. The vision for this film was drawn from Preville's own design process, as she often finds inspiration in the everyday or while exploring other countries and cultures. Watch it here.
Video is fast becoming the most powerful medium to reach consumers and invite them into the brand's culture. By complementing the art of jewelry with the art of video, “Carry Beauty With You” reminds us to cherish life's little moments, and adds a new dimension to Penny Preville's brand identity.
Says Preville, "Our first video truly underscores my vision for the brand. Understated elegance combined with feminine beauty is the core of my design philosophy. This video provides us a platform to showcase our jewelry in a simple and classic way, which to me, always signifies true elegance and grace."
"Carry Beauty With You" was produced and directed by 3rd Strand, a Brooklyn-based advertising agency. It was shot in Oregon and stars Chloey Legg as the young girl and fashion runway model Sara Ziff as the adult version of the girl. The corresponding print ads were shot by photographers Blair Getz Mezibov and Caitlin Beryl Warther. Both the video and print campaign will launch this month.
LoveCraft Introduces Diamonds In Motion
Washington, NC—A new line of diamond jewelry from LoveCraft features a special setting that allows the center stone to move with the wearer.
“At first glance it looks like a simple setting hanging by a jump ring—nothing special, you may say. But LoveCraft has taken extensive proprietary measures to make it do more than just hang there. It gyrates differently. Diamonds in Motion by LoveCraft will begin dancing at the slightest of triggers, including [a woman’s] heartbeat, and it has a wider range of motion [than other moving diamonds] which will allow for up a 55% increase in movement,” says president Jim Fortescue.
The featured halo designs are set in 14k gold, are available in quarter, half, and one carat total diamond weight. The line is designed and priced for sale at prestige jewelry stores, says Fortescue. Watch video presentations of Diamonds in Motion here and here.
Stuller’s Jay Jackson Retires; Danny Clark To Be President And COO
Lafayette, LA--Stuller, Inc. announces the planned retirement of Jay Jackson, effective December 27, 2013. Jackson has been president and CEO since 2011. Danny Clark, Stuller's current chief merchandising, marketing, and sales officer, has been named as successor. Clark joined Stuller in 2009 as chief supply chain officer. He has more than 27 years’ experience in operations, merchandising, and change management. Jackson joined Stuller in 1996 as vice president of sales and became COO in January 2009, then president and CEO in 2011. He had previously served Sears for 30 years in its product services division.
Danny Clark, Stuller's new president and COO.
“Jay’s vision, passion, and leadership during his 17-year career at Stuller have been invaluable. Jay has been a very strong leader who has contributed to the growth and efficient operation of this company in countless ways,” says founder and chairman Matthew Stuller. “Danny’s focused leadership and business acumen equip him to continue this organization’s aggressive growth momentum.”
Additionally, Jeff High will take on the role of chief merchandising officer. High, founder and president of Iowa-based Gemvision, will continue to leverage his wealth of experience on the technology side of the industry as it relates to merchandise and product development.