A growing interest in higher-end silver jewellery is spurring the launch of a new marketing campaign to promote the metal among style-conscious ‘recessionistas.’
The U.S.-based Silver Institute is launching the Silver Marketing Initiative, a consumer campaign aimed at increasing awareness and encouraging purchases of sterling silver jewellery.
Part of the initiative includes a consumer website—www.savorsilver.com—that will launch this month, featuring high-profile designers such as ELLE, Scott Kay, and Thistle and Bee. The move marks the first time in seven years the group has developed a full-scale promotion.
Demand from retailers and consumers has increased recently, with designers who have traditionally used other metals now turning to silver. Combination pieces incorporating gemstones and diamonds have also sprung up, creating more glamorous designs.
