DeLatori’s sterling silver and 18-karat gold-plated bracelet with citrine, garnet and lemon quartz ($1,250).

Tweet

Comments

Save E-mail

Send this URL to a friend:

* - Denotes a required field.
Your Name*
Your Email Address*
Friend's Name*
Friend's Email Address*
Subject*
Message*

Print

New York--What came first, the design or the metal? For sterling silver brand DeLatori, the former took shape first. A Silver Promotion Service (SPS) Designer of Distinction, DeLatori incorporates vibrancy into its silver design with gold and colored stone accents, while keeping affordability, craftsmanship, and most importantly consumers, in mind.

Marilyn Harrell, senior vice president and creative director at DeLatori, spoke with National Jeweler about why the company designs in silver, how the metal can present a challenge for consumers and what the brand has planned for the year ahead.

National Jeweler: How much of DeLatori’s jewelry is sterling silver, and why does the brand choose to work in the metal?
DeLatori: Our entire collection is done in fine sterling silver. The design came first, the metal came second. DeLatori consists of all the beauty, craftsmanship and quality you would expect to find in a precious piece of fine jewelry. These days, several designer brands have branched out and created silver collections to offer more affordable jewelry. Our designer Jack Zemer, however, selected silver because of the chic look it brings to the collection.

DeLatori’s sterling silver and 18-karat gold plated earrings with lemon quartz ($495).

NJ: What are the benefits of designing in sterling silver?
DL: The benefits of using silver are the consumer can get bold designs and everyday elegance, yet at an affordable price. Jack wanted to create pieces that would work with today’s lifestyle, but done in a keepsake material.

NJ: What does silver offer jewelry that other metals don’t?
DL: Options. Silver is a precious metal, so the customer always feels like they own something special without feeling guilty about the purchase.

DeLatori’s sterling silver and 18-karat gold plated ring with blue topaz ($850).

NJ: What are the challenges of designing in silver?
DL: We really have not found any challenges in creating designs in silver. If anything, silver has expanded our design possibilities.

NJ: What is unique about DeLatori’s designs in silver?
DL: Quality and look. We feel quality and craftsmanship are not in the forefront of most product offerings in the current market, and we pride ourselves on combining superior craftsmanship and beauty. Women today have so many options when buying jewelry, why not purchase a piece of jewelry that not only reflects great styling, but can also be handed down from generation to generation? DeLatori backs up our collection with a 4-year manufactures’ warranty, which we have found to be rare in this industry.

DeLatori’s sterling silver and 18-karat gold plated necklace with white drusy and white topaz ($550).

NJ: What is new at DeLatori in terms of sterling silver design?
DL: DeLatori is always looking to create stunning jewelry with today’s woman in mind. We will continue to incorporate colored gemstones and 18-karat gold accents into our collections, which give DeLatori designs dimension and vibrancy. In 2012, we’ll be working with more unique techniques and very distinct designs.

NJ: Are consumers interested in silver jewelry?
DL: I think customers are still interested in silver. However, there is an extensive amount of silver designs in stores, so choosing a particular brand or design can become the main challenge for consumers. The consumer has many choices and options with jewelry, but silver has proven to be a popular selection. Jewelry is the perfect accessory; it allows a customer to take a fashion risk without feeling uncomfortable, it expresses personal style and it’s much more forgiving than a pair of jeans.