Silver industry to launch consumer-marketing push

The Silver Institute has announced plans for a marketing initiative to increase awareness and encourage consumer purchases of sterling silver jewelry.

Dubbed "The Silver Marketing Initiative" (SMI), the program will educate consumers and the trade press on sterling silver and be a source of marketing information and product news on the metal.

"The consensus of our executive committee is that the time is right to introduce an industry-supported marketing program in the U.S., with the initial focus being on silver jewelry," Silver Institute Executive Director Michael DiRienzo said in a media release.

Marketing and management services firm Michael Barlerin Associates has been appointed as the consultant to the Silver Institute in the development and rollout of the SMI.

"In light of what has been happening to the price of the other noble metals, now is definitely the time for silver jewelry," Barlerin said in the release. "I am also gratified by the response I have already received from key members of the jewelry trade when I told them that SMI was to be launched, and I look forward to discussing mutual opportunities at the JA Show in New York City later this month."

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