Gentlemen, it has arrived. The 2010 Sports Illustrated Swimsuit issue is now on newsstands, and JCK has a jewelry-related reason for you to justify the purchase to your spouse.

The Peace necklace by Chicago-based designer Lana Bramlette of Lana Jewelry is stationed around the neck of the beautiful Brooklyn Decker, married to tennis pro Andy Roddick. According to SI, the swimsuit issue is seen by more than 65 million Americans, including 40 percent of the nation’s adult males, making the placement a big victory for Bramlette, who saw this year’s issue unveiled on The Today Show.

“We have worked with SI for three years where they have featured my jewelry inside the magazine, but this was the first time we had the honor of being on the cover,” she tells JCK. “They shoot the mag for almost a year, and they have had my jewelry this whole time.”

Bramlette sent five pieces of jewelry–including the Peace and Envy necklaces, the latter featured inside the issue–to SI for consideration. And just like the models involved in the shoots, Bramlette had no idea she made the cover until the issue hit newsstands.
“It is super top secret,” she says. [The SI Swimsuit issue] has one of the biggest distributions of all mags–Fox News reports that 66 million people will see it–and it is on newsstands for a year. Plus they chose such a cool piece for our time right now and a middle-of-the-road price, $655.”

The piece is made in 14k gold and feature’s Lana Jewelry’s signature Luck n’ Love charm.

Since the placement is true editorial–Bramlette says she didn’t pay for it like an ad–the moment is that much sweeter. “It was just the right necklace at the right moment,” she says.

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JCK