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THE FEMININE TOUCH: Diamond jewelry company Kwiat tapped fashion photographer Pamela Hanson, bouncing Patrick Demarchelier, to shoot its new advertising campaigns for its Signature, Bridal and Anniversary collections.

Kwiat picked Hanson over Demarchelier, who previously shot campaigns for the company, hoping the change would help the brand to achieve a more feminine and relaxed feel for its ads.

The Signature ads feature close-ups of Chandra North, mother, actress, model and Kwiat spokesmodel since fall 2003, wearing the jewelry casually.

“Women aren’t intimidated by Chandra,” said Bill Gould, director of marketing at Kwiat. “Women of the world warm up to her because she’s beautiful and she’s a mother, and a mother epitomizes the Kwiat woman.”

The campaign will bow in magazines including Town & Country, W, Vanity Fair and Elegant Bride this month.

MOVING UP: Three years after launching her company, Lisa Kerson, chief executive officer of Lisa K Designs, has opened a showroom in midtown Manhattan.

The move is part of the company’s plans for expansion. Lisa K Designs wants to double current distribution to 30 doors by 2006.

The company’s inventive designs in semiprecious stones, beads, sterling silver and gold vermeil are in select Bloomingdale’s and Saks Fifth Avenue doors, and other specialty stores throughout the country.

Standouts from the collection include the “Waterfall in Amethyst” earrings in gold vermeil and amethyst, which wholesale for $70, and the Sunshine multistrand kuku shell and coral necklace, with a wholesale price of $190.

PRETTY BABY: When Pamela and Elizabeth Doyle, owners of the estate jewelry boutique Doyle and Doyle, conceived their fifth anniversary celebration last month, they thought to pair their jewels with lingerie.

The result was an atmosphere akin to an old-time brothel, replete with models done up in frilly underpinnings, lots of rouge, feather hairpieces and a plethora of jewelry. At the live presentation at the Salmagundi Club on lower Fifth Avenue in Manhattan, the models took Polaroids of the guests, signed autographs and lounged about.

“We knew that we wanted to have a live jewelry presentation at our party,” said Pamela. “What a better way for the jewelry to be more of a focus than having scantily clad models?”

This story first appeared in the June 6, 2005 issue of WWD. Subscribe Today.

For the next-to-nothing looks, the Doyles turned to Betsey Johnson. “All of Betsey’s designs are fun and whimsical,” said Elizabeth. “Her sense of color is so playful, and her personality is the embodiment of the vibe we want for our party.”

STRATEGIC THINKING: Panerai is up to a new mission this month, with the opening of its first U.S. flagship, in Beverly Hills. The 600-square-foot boutique will offer the 69-year-old Florence, Italy-based watchmaker’s special-edition designs.

Panerai’s West Coast location is the company’s fifth worldwide, joining stores in Florence; Portofino, Italy; Hong Kong, and Shanghai.

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