Gemstones & Pearls: News
Consortium Promotes Amber for New Millennium
Polish companies combine marketing efforts
Amber 8, formed last year by the eight largest amber and silver
jewelry manufacturers in Poland, has established an office in
River Edge, NJ, to serve the United States. These Gdansk-based
companies, all of which have served Europe individually for more
than 30 years, are Art 7, Dudnik, Sokolski, Venus, Silver &
Amber, Silvart, RAV and Myrta. The group is negotiating with
a number of national retailers to market amber.
"Together, we have a production capacity of over one
ton of jewelry per month," says Donald Chinery, president
of Amber 8 USA. "The main advantage of this union is that
we can offer a full assortment of different models in volume
quantities while maintaining a high level of quality and competitive
More than 10,000 designs of rings, earrings, brooches, pendants,
necklaces and bracelets are available in styles ranging from
Victorian, Art Nouveau and Art Deco to Modern Classic, ethnic
and beadwork. In addition to marketing amber and silver jewelry
($16-$100 keystone) to mass merchants, the consortium also plans
to promote amber and 14k gold jewelry ($150-$500) to independent
To help jewelers sell more amber, the consortium embarked
on a national marketing campaign in October. Chinery says he
is working to get more amber jewelry in consumer fashion magazines.
The group also will do a one-hour special this fall on the Value
Vision home shopping network as well as some Internet marketing.
For its retail clients, Amber 8 will offer a comprehensive product
catalog, point-of-purchase material and co-op advertising.
The consortium hopes to promote amber as a mainstream gem.
"No one has really pushed this product in a concerted way,"
says Chinery. "It's got a lot going for it: color, organic
nature, design potential, good prices and history. It's a great
product for retail jewelers to consider."
- Amber 8, River Edge, NJ; (201) 342-6224,email@example.com.
by Deborah Yonick
Copyright © 1999 by Bond Communications.