VERDURA
Relaunching a brand so upscale,
it was almost a secret

PROBLEM: So upscale yet so obscure --- most Verdura owners inherited this distinctive fine jewelry and even they had no idea the company was still in business. Sold exclusively in a Fifth Avenue showroom.

SOLUTION: Create a buzz using the history of Verdura and some innovative media placement – including a teaser campaign that did not show product. Premium position in a 100% newspaper plan at the outset (NY Times, NY Post, NY Observer)

RESULTS: Created an enormous buzz and led to eventual opening of Verdura boutiques.