The Silver Institute has launched a consumer-marketing element as part of its industry programs. The “Silver Marketing Initiative” will combine a media and grassroots campaign to increase awareness and encourage consumer purchases of sterling silver jewelry. It will also educate the consumer and trade press on sterling silver and be a source of market information and product news on sterling silver.
“The consensus of our Executive Committee is that the time is right to introduce an industry-supported marketing program in the U.S., with the initial focus being on silver jewelry,” said Michael DiRienzo, Silver Institute executive director.
Michael Barlerin Associates, led by the former CEO of the World Gold Council Americas, will develop and roll out the program.
“In light of what has been happening to the price of the other noble metals, now is definitely the time for silver jewelry,” Michael Barlerin said. “I am also gratified by the response I have already received from key members of the jewelry trade when I told them that the SMI was to be launched.”