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DALLAS — Brighton plans to take its jewelry division to a new level for holiday with the launch of a bridge-priced collection handcrafted in Bali of pure silver.

“Jewelry is our number-one category in sales and growth,” said Laura Young, who runs the company with Jerry Kohl, founder and owner. “Now we want to do collectible things.”

Young declined to reveal Brighton’s jewelry volume, but said total company sales exceeded $250 million last year. The 14-year-old accessories firm, based in City of Industry, Calif., launched jewelry in 1996 with a line of sterling silver-plated zinc pieces that retail from $27 to $65.

The new Brighton Treasures collection of fine silver retails at much higher prices, selling for $100 to $600.

Pure silver is softer than sterling, enabling the Bali artisans to infuse the Treasures collection with intricate details, such as wire spirals and granulated beads. The collection also features plenty of hearts — the company’s symbol and a frequent design motif — as well as insects and abstract designs inspired by art and architecture. Bali Treasures was styled by Brighton designers Beth Barror and Maryam Nassirbegli.

To test the market, Brighton is dispatching its 100-member sales team to promote the collection in trunk shows at some of its 5,000 specialty store accounts, including Sylvia’s in McAllen, Tex.; Brass Trunk in Marshall, Tex., and Greenwood Leather in New York. The company will stage hundreds of the shows between Thanksgiving and Christmas, and merchandise will be available for immediate purchase.

“Our strategy has always been about how we can bring consumers to specialty stores and help those retailers make money, and we feel this is a good way to build a buzz,” Young said. “It will give us an indication of what people like and which retailers can sell the product.”

This story first appeared in the October 10, 2005 issue of WWD.  Subscribe Today.

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