MacDaddy’s, a manufacturer of precious metal and gemstone fishing lures and flies, has selected platinum as the signature medium for its new “Fishing for a Cure” breast cancer campaign. A solid platinum lure with a ribbon design in pink sapphires is the lead item in this year’s campaign. Matching earrings are available and the hooks are removable to allow the lure to be worn solely as jewelry.

The Arroyo Grande, Calif.-based company introduced its new platinum jeweled pink ribbon decorative lures at The JCK Show ~ Las Vegas. Ten percent of all sales will be donated to breast cancer research and recovery. The lure is crafted in platinum and gold, and encrusted with 100 carats of diamonds and rubies (4,753 stones in all). It was manufactured by Uneek, Fine Jewelry Collections.

“The nature of platinum, its purity and rarity, makes it the ideal medium for this charity campaign to help in the fight against breast cancer,” said Mac McBurney, co-founder of MacDaddy’s and the company’s chief jewelry designer. “I chose to design in platinum because of the eternal, enduring character of the metal, and its ability to provide an extremely secure setting for precious gemstones.”

In addition to the solid platinum lures, the company plans to offer a line of copies to allow participation in the campaign by patrons at lesser price levels. These include 14K gold lures with pink sapphires and sterling silver lures with pink cubic zirconia settings. Pricing for these versions is expected to begin at $49.95.

JCK