National Jeweler Network

Market Developments

Le Vian unveils commercial for independents

November 06, 2013

New York--Le Vian has launched its first television commercial for independent retailers and it will begin running this month.

Called “The Kiss,” the commercial features the designs that are exclusive to independent retailers that go with Le Vian’s 2014 trend forecast, including Chocolate Cravings, Gladiator Weaves, Ocean Wave Gladiators, Fiery Reds, and Cush'n Pillow.

The commercial centers on the emotions that bring a man and woman together.

“It’s the interplay of the sexes and the deliciously decadent gift of a Le Vian Chocolate Diamond,” CEO and designer Eddie LeVian explained in a statement.  “A woman wants to be loved and appreciated for her uniqueness. A man wants to be her hero. ‘The Kiss’ reveals how Le Vian Chocolate Diamonds satisfy the desire for both.”

The Kiss will launch early this month and run for 18 months across 200 international and U.S. markets with the exclusive 2013-2014 Le Vian Chocolatier brochure.

Retailers will have a personalized voice-over tag in the same voice as the rest of the commercial, and will be able to add their store logo and information during the last five seconds. “’The Kiss’ will give our luxury independent jewelers a powerful tool to compete,” LeVian said.

Jewelers who use the commercial in their markets also will receive a behind-the-scenes video showing the making of it that they can show in-store and on social media.

Le Vian also has announced that the actor and actress who star in the commercial have been added to the lineup for its Red Carpet Revue Fashion Show and Fine Jewelry Forecast that will be held June 1, 2014, in Las Vegas. There, they will model the 2015 trends as well as mingle with Le Vian’s independent luxury retailers at the after-party.