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Magazine > Product knowledge > News Content

Claire's launches 'green' silver jewelry line

9/1/2010 12:22:09 AM

New York--Fashion accessories chain Claire's Stores and NES Green, the environmental arm of sterling silver jewelry manufacturer NES Group, have announced a new collaboration that will bring recycled sterling silver jewelry to Claire's stores next month.

Titled "Again"--a play on "Ag," the shorthand name for the element silver in the periodic table, and the complete word "again," which encompasses the idea of repurposing--the collection is set to launch in September at 75 Claire's branded shops nationwide. It will include a variety of fashion-forward styles as well as basic earrings, all made from 100 percent recycled silver.

According to NES Green and Claire's, the impetus behind the effort is to promote sustainability within the fashion industry.

"Today's consumer is incredibly concerned with their carbon footprint, and brands such as Claire's, that are moving in an eco-friendly direction, are truly acting in a progressive manner by not only giving the consumer what they want, but making a stand on corporate social responsibility in terms of how the industry affects the global environment," the companies said.

Pieces in the Again collection feature silver recycled by precious metal supplier Hoover & Strong, an eco-friendly refiner known for its "Harmony Metals" recycled product line. But the metal isn't the collection's only recycled component. The collection's packaging is printed on recycled paper with water-based inks.

"Claire's commitment to top-quality product, consumer education and earth-friendly jewelry makes them a natural partner in our effort to introduce the first generation of Again jewelry to the public at large," Nemo Gindi, NES president, said in the release. "We targeted the Claire's youthful consumer base due to the fact that they are the epitome of a customer who has grown up with the mind-set to save our planet from unnecessary environmental waste."

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