Palladium Branding Campaign Heats Up Jewelry Tradeshows in Las Vegas

At the luxurious poolside opening fête for jewelry trade show Couture 2008 in Las Vegas, one word rippled through a gathering of fine jewelry’s elite – Palladium. Elegant, oversized displays lining the stairways and pool deck of the Wynn Las Vegas declared “Palladium is Now,” “White, Light, Natural, Now,” and “Do You Have the Metal?” – messages of a Palladium jewelry revolution. Conceived for Palladium Alliance International (PAI) by DJS Marketing Group, the first phase of branding for Palladium – a white, light, natural precious metal whose fans include the world’s top designers – was unveiled at the most celebrated jewelry tradeshow in Vegas. From JCK to Couture, jewelry tradeshow week was dominated by Palladium’s much-anticipated demand and introduction to the market.

A striking teaser video for PAI’s forthcoming 2008/2009 global consumer campaign turned up the jewelry tradeshow’s energy before an intimate, two-hour live performance in Las Vegas by Grammy®-award winning artist Seal. A crowd of more than 1,200 roared with applause for songs from his latest album, System, and career staples such as “Kiss from a Rose.” In the VIP pavilion sponsored by PAI, exclusive guests like Scott Kay, Paul Morelli, Barry Kronen, Michael Bondanza, and executives from Bailey Banks & Biddle and Tivol Jewelers enjoyed a gourmet, organic banquet and white lychee martinis from the best seats on the pool deck.

PAI Chairman John Stark, Stillwater Mining Co. CEO Frank McCallister and others joined Seal backstage after the show to present him with a special piece of Palladium jewelry. The Nautilus necklace was designed by Lloyd Pasach for R&R Grosbard and specially produced for Seal by Carrera Casting.

Used in jewelry since the 1940s, Palladium is a platinum group metal that is mined naturally white – directly from the earth. It is slated as the last major development in precious metals. A beautiful, light element that is truly precious, Palladium shines white forever with no need for plating. This isn’t a new metal, it’s the Now Metal™, and growing demand for fine Palladium jewelry is pushing the industry toward a historic turning point.

Palladium’s new brand image reflects the ideals of 21st-century consumers, radiating beauty and social awareness from the mine to the marketplace. This stunning, natural element is becoming the metal of choice for a forward-thinking market. Stillwater Mining Co., North America’s largest Palladium producer and the chief sponsor of PAI, is a Sierra Club-endorsed green mine.

Palladium has already become an in-demand material muse to the biggest names in fine jewelry and couture fashion. Trendsetting brands like Cartier, Bvlgari, Ulysse Nardin, Chopard, Parmigiani, Armani, Louis Vuitton and more, who recognize the metal’s power to creatively stand out, have eagerly embraced Palladium in their jewelry. A surge in consumer awareness and Palladium’s increasing international demand are making it the chic, must-have Now Metal™.