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Magazine > Industry News > News Content

Platinum and gold manufacturers test drive silver

7/25/2010 7:04:20 PM

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Chad Allison and Lana Jewelry are among the latest brands to expand into sterling silver. The Chad Allison cuff, left, features 1.95 carats of diamonds and mixes sterling silver with 18-karat gold. It retails for $3,800, ChadAllison.com. The Lana Jewelry "Lucky 3 Earrings" in silver retail for $125, LanaJewelry.net.

New York--With the price of gold continuing to be a hurdle at the sales counter, more jewelry manufacturers that once worked solely in gold and platinum have been moving into the silver market, expanding their jewelry offerings with new silver collections while working hard to remain true to their brand heritages.

Designer names well known for their work in gold jewelry, such as Leslie Greene and Gurhan--renowned for its trademarked 24-karat gold pieces--have added silver to their offerings recently and are among the designers whose silver wares are promoted on the Silver Promotion Service's promotional site SavorSilver.com. They are not alone.

At the JCK Las Vegas show in June, Chad Allison introduced its stable of retail partners and new customers to "Nouveau Luxe," the brand's first-ever sterling silver collection, with pieces accented with 18-karat gold, diamonds and colored gems. It was quite a change of direction for the brand, which, just one year ago during the height of the downturn was showcasing new platinum products during Las Vegas Market Week.

The result of the new launch has been "absolutely phenomenal," says Kenneth Kanter, Chad Allison general manager, who adds that the June trade show marked the brand's best in five years.

According to Kanter, the brand previously had a "great deal missing" below the $3,000 price point, and the new silver collection, which features pieces ranging in price from $300 to $3,900, allows retail customers to offer up more entry-level product to fans of the brand's styling.

"The real impetus was the call from the customers, our clients, for different price points that were not part of the Chad Allison collection," Kanter says.

For Lana Bramlette, the designer behind the Chicago-based brand Lana Jewelry, the motivation behind launching her new "LB|925" sterling silver collection was similar.

"There is a 'Lana Girl' that wants to wear my jewelry at starting price points and a fashion silver client that now has a sexy, fashion-forward silver collection to call her own in LB|925," Bramlette says. "She can either be our silver client or mix and graduate to our gold Lana Jewelry collection.

Bramlette's attention to making her new pieces versatile and easy-to-wear can be seen through her grouping of "Standard 5" designs. The starting point for the collection, the grouping is composed of everyday essentials and includes sleek hoop earrings, bangles, a pendant necklace and layering necklace.

For the new collection, which features price points starting at $75, Bramlette increased the scale of the jewelry, making for silver earrings, necklaces and bracelets--such as the aptly named "Mega" hoop earrings and pendant--that are bigger and bolder than the styles she crafts in gold.

Yet, for the designer, it was also crucial that the jewelry feature the same Lana Jewelry aesthetic that her customers are familiar with and one that Bramlette describes as "sleek, modern and sexy," with "the same mobility and obvious 'Lana Jewelry' look to it."

"It is very 'fine' looking, yet at incredible price points," Bramlette says. "I don't think that things that cost less should look inexpensive."

For Chad Allison, a brand that has built its reputation on ornate, intricately detailed designs, bringing a high level of value to each piece was also a crucial concern, Kanter says.

"It was important to carry luxurious design and quality from our core 18-karat gold collections to this new category of sterling silver, 18-karat gold, diamonds and gemstones," he says.

Entry-level styles priced around the $300 mark feature Chad Allison's signature vintage styling, but are less diamond intensive than some of the collection's sparkling counterparts. Inspired by the Rococo style movement of 18th century France, the collection includes pendants, cuffs, cocktail rings, earrings and chains, and will be available to retailers for the fall selling season.

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