BY CHANCE: Los Angeles-based jewelry brand Tacori Wednesday launched its first short film, “Par Chance” directed by Steve Antin (“Burlesque” director and brother of celebrity hairstylist Jonathan Antin) and shot by Thomas Nutzl. The three-minute film on features the company’s bridal and fashion collections with a nod to its print campaigns shot by Raymond Meier. Timed to showcase both the company’s new Web site and its City Lights collection, the film will also be used for television commercials and future advertising materials.

This story first appeared in the December 13, 2012 issue of WWD. Subscribe Today.

Retailer Michael C. Fina will also showcase the film in store as well as via a 30-second teaser on Taxi TV this month. While the film allows viewers to search the site for each piece shown, the company isn’t diving into e-commerce, choosing instead distribution through its 450 retail partners nationwide.

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