The Sirena Collection by Merit Diamond was and still is a new addition
to the single stone jewelry world that reinvents the entire category.
Having been inspired by the music and the culture of the classic
Roman Empire,
it takes the shape of a woman's figure and allows her to enjoy her
own beauty and femininity.
After extensive
research in the market of women 18 and over, in it’s
first tier of business alone the Sirena owned at least 10% of
entire single stone sales with 3 times the turnover rate for all
of its vendors. “Never
before has a product been introduced with such a high rate of
positive feedback amongst almost all women from every type of economic
stature.
The simplicity and elegance of the piece is what allows it to
be appealing to the masses and a 3-5% increase in sales per year
is expected solely
from sales of the Sirena Collection” says Abraham Kaplan,
CEO of Merit Diamond Corporation.
The PR support
for the Sirena before even being launched and still coming, includes
traditional
and non-traditional advertising
such as
a Sirena
Treasure Hunt along with TV features via product placement
on primetime network
shows, custom commercials and print ads. The first TV appearance,
aired in May 2003, on ‘America’s Next Top Model’,
a reality based show airing on the UPN network in a primetime
slot that follows
a group of girls as they try to become the next supermodel.
The Sirena was
featured in 1-full episode and the media value for just this
particular show is over $1.5-million.
And quickly following the
episode airing a print ad was created along with a (:30) commercial
spot valuing over 2-million
dollars in production
value
alone.
One grassroots marketing promotion that had also been created
to introduce the Sirena to the actual consumer is a “hunt” for the $10,000
Sirena ‘Treasure’ that toured the nation from
North Caroline to Dallas in 2003. The media value behind
this program was worth over
$100K per market via radio, print and other grassroots marketing.
The Sirena Collection launched
in May 2003, and has been featured in many different mediums thus
far, below is a
highlight list:
America’s Next Top Model (Season 1 (2003) and 2 (2004)) – the
primetime high fashion UPN show produced and hosted
by Supermodel Tyra Banks. Other then the show being the top rated
show of the
season, the
Sirena Collection episode was the top rated show
of the entire series.
America’s Next Top
Model (season 1) winner Adrianne Curry has become the official ‘face
of the Sirena Collection’ and
appears publicly wearing only jewelry from the
Sirena line. She has been photographed
and
filmed wearing the Sirena Collection on:
o Surreal
Life on VH1 (TV) – 2005
Season
o Entertainment Tonight (TV) – Entertainment Tonight is a top rated
show featuring updates on all that is going on in the world of entertainment;
ET is the leader in it’s category (among Extra, Access Hollywood,
etc…)
o Access Hollywood (TV)
o TV Guide (Print)
o Hollywood Reporter (Print)
o UPN sitcom Half & Half (TV)
o And a new show coming September 2005 on VH1 (TV)
o Lifetime’s Queen For A Day (TV)
As acting spokesperson
for the Sirena Collection, Adrianne has also been professionally
photographed wearing the Sirena
collection in a very daring and sexy way, leading to the tagline of the
Sirena Collection, ‘Dare
to be flawless’ and ‘Dare to Shine’.
The photographs will be featured in a full-page
ad in 2 top selling magazines: In Style and Marie
Claire,
in their
December
issues.
Both In Style and Marie Claire magazines are
sold nationwide and are among the top 7 selling
magazines.
In Style has
a circulation of 1,698,080;
while
Marie Claire has a circulation of about 943,100.
In addition to the Sirena ad appearing in the
December issues of both
these magazines,
Marie Claire
will be including a feature article about Adrianne
Curry in both their November and December issues.
In May 2004, a (:30) commercial
spot was produced for the Sirena Collection and featuring Adrianne
Curry, the commercial has been
airing internationally since June 2004 and continues to do so on
all major networks.
From Hollywood
to the rest of the world there is no question that simplicity and
elegance are
rising up
even more as today’s hottest trends;
hence there is no doubt that the Sirena will
continue to create a big impact
in the jewelry industry.
