New Silver Promotion Campaign to Capture "Recessionistas"

Just in time to target the rising number of style-conscious "recessionistas," the Silver Institute is rolling out a marketing campaign to promote silver jewelry as a fashionable and affordable choice, reports NationalJeweler.com.

"The Silver Institute has marketed silver jewelry in the past, but the new Silver Marketing Initiative marks the first time since 2001 that there has been a full-scale effort in place for promoting sterling silver jewelry. It comes at a time when more designers--including some who haven't used the metal in the past--have been playing with the possibilities of sterling. With demand from consumers and retailers rising, according to the Silver Institute, some designers have been crafting edgier pieces with oxidized and blackened finishes, while others have combined gemstones and diamonds with silver for more glamorous evening looks.

Prominent designers whose silver jewelry will be featured in the campaign include Elle, Lagos, Leslie Green, Paz Collective, Robert Lee Morris, Robin Rotenier, Scott Kay, Slane and Slane, Thistle and Bee and Zina. The 10 designers are the first group to be featured on a consumer-focused Web site, SavorSilver.com, which will launch in mid December."