Thanks to new initiatives from the Silver Promotion Service, the marketing arm of the Silver Institute, the most attractively priced metal in the jewelry industry is poised to grow even more in popularity.
According to Michael Barlerin, SPS group director, a Spanish-language version of SavorSilver.com is one enhancement to the service’s website; two others involve strengthening relationships with silver manufacturers at home and abroad.
For example, the new site includes a section dubbed Designers of Distinction from Mexico, featuring selections of work from 10 jewelry designers from the country, including Mauricio Serrano and Martha Vargas.
Additionally, four international designers have joined the new SilverMark campaign to promote silver jewelry on a on a uniform and global scale. “This participation from the four inaugural and international participants—Bastian Inverun of Germany, Gabriel & Co. from the U.S., Metalsmiths Sterling from Canada, and Sun Jewels from India—shows the international scope of what SPS and its members are doing,” Barlerin tells JCK. SilverMark initiatives include stamping jewelry with the word Silver and a proprietary hallmark design. “This is the first time SPS is getting manufacturers, instead of designers, on board,” he adds.