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Las Vegas, NV—Prestige, a collection of 60 leading jewelry manufacturers and designers, has embarked on an ambitious plan to overhaul its entire brand format, from its digital presence to the well-known Prestige Pavilion, a 15-year institution at the JCK Las Vegas show.

“We realized after 15 years with the same look it was time for more than a re-fresh; we had to radically re-do our look,” said Prestige president Steve Mazza of The Mazza Company. “Our marketplace is changing and we wanted to reflect that. We also wanted to be more true to our high-end heritage. The look is cleaner, brighter, more luxurious and more streamlined.  We’re excited to introduce it to our community next month.”  Artist rendering, left.

Retailer attendees to the Pavilion will see booths that are more aligned with the current retail environment. Heavy, closed booths have been replaced with open, lighter, fabric-based booths. Showcases are now lit from within and booth lighting has been upgraded with high intensity LED lights. Branding elements are done in materials as diverse as brushed aluminum and wood, allowing the Pavilion to feel modern, yet inviting and warm. The former “Prestige Promenade” name was shortened to just Prestige, the graphic updated to a more contemporary font from its former cursive script, and the refreshed website now has a greater focus on Prestige’s individual brands and their signature pieces.

Members say the new look gives retailers a truer idea of how Prestige brands will present in a retail environment. Board member and A. Link president Doug Sills commented, “Changing the font and removing the ‘swirly P’ was consistent with what we were trying to accomplish from a brand architecture standpoint: simple, clean, elegant and concise.  It also allowed us to change our website from ‘Prestige Promenade’ to a stronger action-oriented statement, ‘Discover Prestige’.” 

The new logo.

Key to the effort of recreating the pavilion was the ability for Prestige to deliver changes without charging members a special assessment. Using lighter materials combined with re-thinking how the pavilion is built, shipped, and stored allowed Prestige to bring an entirely new look to membership without additional cost to them. 

“As an association, our responsibility is to our members,” said Mazza. “The board is extremely pleased that we are able to provide our members with a much more exciting ‘go-to-market’ approach without having to ask them for additional funding.”

Prestige reworked the floor plan and introduced “neighborhoods” anchored by food and beverage areas to better balance the traffic flow. One of the walls that had previously defined the Prestige area has been removed. Through the use of carpet and graphics, the Prestige Pavilion is still clearly defined on the show floor, but the overall affect is much more approachable and accessible to the retailer community.

Also new this year is the introduction of the Design Studio, a suite of custom booths built for smaller, newer brands looking for an entrée into the Prestige retailers, but who may not have the inventory and resources for a full Prestige booth. This allows Prestige to expand its community as well as increase its offerings to the retailers. Prestige continues to offer its “white glove” service to attendees, with ample amenities available in the Pavilion as well as hosting its Friday night party, and a special Prestige cabana at this year’s Rock the Beach event on Sunday evening at Mandalay Bay.

Says board member Doug McDowell, president of Memoire, “Having seen the new booths, I can tell you that they’re beautiful—the wood grain on the showcases, the larger graphics, the upgraded lighting—all that will really help our brands have a great show!”