In a recent announcement, the heritage New York–based jewelry brand Suna Bros. revealed plans to debut a modern, distinctive, and well-priced collection done entirely in platinum. Lead by 24 handcrafted necklaces, the designs will be unveiled to retailers and press at the upcoming Centurion Show (Jan. 28-30) in Scottsdale, Ariz.
Called Platinum Born, the collection is based on the idea that women should celebrate who they are each and every day by gifting themselves with beautiful platinum jewelry. From delicate chains that can be layered to a multifunctional lariat and an intricately woven tapestry statement necklace, all the pieces are made in Japan with a laser-sharp focus on artistry and versatility.
The Large Lace Necklace (highlighted below) is a standout. Only a select group of Japanese craftsmen possess the skills required to create a design of this complexity. A precision soldering technique is employed to achieve its delicate lace-like effect, and the intricately overlapping chain components come from the same spool to ensure consistency.
The collection, which is being facilitated, and receiving marketing support from, the Platinum Guild, was also tested in focus groups ahead of the forthcoming launch.
John Green, of Lux, Bond & Green, one of the retailers that tested the collection said in the official announcement, “Platinum is a very special and marketable metal, which easily attracts and excites consumers, as witnessed during Platinum Born’s trial at our store. What better choice to distribute this beautiful collection than Suna Bros., a family who has been passionate about quality, value, and platinum for decades? They will represent this wearable and marketable new collection to the benefit of both retailers and consumers.”
Platinum bracelets and earrings will accompany the collection as complements to the necklaces.
Interested retailers can expect in-store delivery to start in April. They will also have access to a Platinum Born microsite with lifestyle and product imagery to use on their own digital platforms, along with advertising visuals, video content for web and social, packaging, and in-case signage.
A sneak peek at some of the necklaces is offered below.
Tassel Pendant with delicate chains and tiny brilliant cut balls, $1,280
Handmade Large Lace Necklace in platinum, $7,350
Flexible Magnetic Necklace in platinum, $3,250
Larger Triple Row Necklace in platinum, $1,680 (left), and Smaller Triple Row Necklace in platinum, $1,160
Double-Chain Y Necklace with multisize balls in platinum, $3,770
(Top: Sliding Ornament Station Necklace with brilliant-cut sliding balls in platinum $1,350)
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