Click here to close now.

SYS-CON MEDIA Authors: Bart Copeland, Andreas Grabner, Liz McMillan, Dana Gardner, Elizabeth White

News Feed Item

CIRCA Gets Personal In New Global Advertising Campaign

Leading Jewelry Buyer Illustrates Life's Milestones and Reasons People Sell

NEW YORK, Jan. 13, 2014 /PRNewswire/ -- CIRCA (www.circajewels.com), the world's leading buyer of jewelry, diamonds and watches, launched a new global advertising campaign on January 12, 2014 that tastefully illustrates who sells their jewelry and why. The company approached luxury lifestyle advertising and branding agency, Sison&Overton, to create a campaign that reinforces the practice of selling jewelry as a highly accepted practice that is accessible and financially rewarding.

(Photo:  http://photos.prnewswire.com/prnh/20140113/NY45238-a )

(Logo:  http://photos.prnewswire.com/prnh/20140113/NY45238LOGO-b )

With a business that challenges the notion that "a diamond is forever," CIRCA's new campaign positions jewelry resale in a fresh light and speaks to the growing demand for a trusted resource in this category.  The campaign features the breadth of jewelry CIRCA purchases in relatable lifestyle settings paired with portraits of several distinct archetypes.  These portraits showcase different types of clients at various stages in their lives, with accompanying copy that highlights the reasons they might sell their jewelry.  The overall effect of the images and text clearly communicates CIRCA as a trusted jewelry buying service and inspires audiences to seek the value in the jewelry they no longer want or wear.

Ads feature various archetypes, each with their own unique tagline.  The campaign launches with:

  • The Tastemaker – "I've decided less is really more"
  • The Aficionado Couple – "Our idea of achievement has changed"

"The campaign is a celebration of life's milestones. As trends, tastes and priorities change, modern consumers are recognizing luxury items as temporary investments that will hold value when they are ready to move on," said CIRCA's Director of Brand Management, Natasha Cornstein.  "We wanted to create a campaign that takes the stigma out of selling jewelry and makes the service CIRCA offers top-of-mind and indispensable to today's consumer." 

"It is always exciting to work with a brand that is at the forefront of an industry trend. We developed a multi-generational campaign that demonstrates the passion and respect CIRCA has for its clients at all stages of their lives, while demystifying the process of selling jewelry," said Melissa Overton,  Creative Director and Founder of Sison&Overton.

With lifestyle portraits photographed by Matthew Brookes, and still life images from David Prince the new national campaign will debut in the Sunday Styles section of The New York Times on January 12, and will roll out in The Wall Street Journal, Los Angeles Times, Chicago Tribune, Palm Beach Post, San Francisco Chronicle and Washington Post, and the March issues of Harper's Bazaar, Town & Country and Departures, as well as media outlets in Hong Kong and Spain this Spring.

About CIRCA:
Established in 2001, CIRCA is the leading international buyer of jewelry, diamonds and watches, with more than 100 associates and 12 offices worldwide including New York, Chicago, Beverly Hills, Las Vegas, Madrid and Hong Kong. CIRCA has redefined the experience of selling  jewelry by combining renowned expertise and discreet service with immediate payment at the best value. CIRCA's Authorized Purchasing Agent Program extends the company's buying services to an exclusive network of established regional jewelry retailers through buying events and a mail-in program. CIRCA Commerce provides inventory solutions to manufacturers, distributors and retailers specializing in luxury jewelry and watches. For more information, please visit www.circajewels.com or call 877-876-5493.

About Sison&Overton:
Sison&Overton is a creative design firm established by Melissa S. Overton in 2010.   Integrating creative development, branding and the production of print campaigns and moving image for global luxury fashion, beauty and lifestyle brands, exclusive residential and hospitality properties, as well as specialty publishing and editorial.  Founder, Melissa Overton's diverse body of work spans more than 20 years partnering with industry leaders including Versace, LVMH, DVF Diane von Furstenberg, NARS, Ian Schrager, GAP, Lord & Taylor, Godiva, Banana Republic, BCBG, Calvin Klein Fragrance, Calvin Klein home, and Peter Som.

Media Contact:
Melissa Amerian and Bailey Horn, Susan Magrino Agency
352 Park Avenue South, 13th floor, New York, NY 10010
212.957.3005, [email protected] and [email protected]

 

SOURCE CIRCA

More Stories By PR Newswire

Copyright © 2007 PR Newswire. All rights reserved. Republication or redistribution of PRNewswire content is expressly prohibited without the prior written consent of PRNewswire. PRNewswire shall not be liable for any errors or delays in the content, or for any actions taken in reliance thereon.

Latest Stories
The true value of the Internet of Things (IoT) lies not just in the data, but through the services that protect the data, perform the analysis and present findings in a usable way. With many IoT elements rooted in traditional IT components, Big Data and IoT isn’t just a play for enterprise. In fact, the IoT presents SMBs with the prospect of launching entirely new activities and exploring innovative areas. CompTIA research identifies several areas where IoT is expected to have the greatest impac...
Wearable devices have come of age. The primary applications of wearables so far have been "the Quantified Self" or the tracking of one's fitness and health status. We propose the evolution of wearables into social and emotional communication devices. Our BE(tm) sensor uses light to visualize the skin conductance response. Our sensors are very inexpensive and can be massively distributed to audiences or groups of any size, in order to gauge reactions to performances, video, or any kind of present...
VictorOps is making on-call suck less with the only collaborative alert management platform on the market. With easy on-call scheduling management, a real-time incident timeline that gives you contextual relevance around your alerts and powerful reporting features that make post-mortems more effective, VictorOps helps your IT/DevOps team solve problems faster.
SYS-CON Events announced today that GENBAND, a leading developer of real time communications software solutions, has been named “Silver Sponsor” of SYS-CON's WebRTC Summit, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. The GENBAND team will be on hand to demonstrate their newest product, Kandy. Kandy is a communications Platform-as-a-Service (PaaS) that enables companies to seamlessly integrate more human communications into their Web and mobile applicatio...
Skeuomorphism usually means retaining existing design cues in something new that doesn’t actually need them. However, the concept of skeuomorphism can be thought of as relating more broadly to applying existing patterns to new technologies that, in fact, cry out for new approaches. In his session at DevOps Summit, Gordon Haff, Senior Cloud Strategy Marketing and Evangelism Manager at Red Hat, will discuss why containers should be paired with new architectural practices such as microservices ra...
Roberto Medrano, Executive Vice President at SOA Software, had reached 30,000 page views on his home page - http://RobertoMedrano.SYS-CON.com/ - on the SYS-CON family of online magazines, which includes Cloud Computing Journal, Internet of Things Journal, Big Data Journal, and SOA World Magazine. He is a recognized executive in the information technology fields of SOA, internet security, governance, and compliance. He has extensive experience with both start-ups and large companies, having been ...
Companies today struggle to manage the types and volume of data their customers and employees generate and use every day. With billions of requests daily, operational consistency can be elusive. In his session at Big Data Expo, Dave McCrory, CTO at Basho Technologies, will explore how a distributed systems solution, such as NoSQL, can give organizations the consistency and availability necessary to succeed with on-demand data, offering high availability at massive scale.
From telemedicine to smart cars, digital homes and industrial monitoring, the explosive growth of IoT has created exciting new business opportunities for real time calls and messaging. In his session at @ThingsExpo, Ivelin Ivanov, CEO and Co-Founder of Telestax, shared some of the new revenue sources that IoT created for Restcomm – the open source telephony platform from Telestax. Ivelin Ivanov is a technology entrepreneur who founded Mobicents, an Open Source VoIP Platform, to help create, de...
The industrial software market has treated data with the mentality of “collect everything now, worry about how to use it later.” We now find ourselves buried in data, with the pervasive connectivity of the (Industrial) Internet of Things only piling on more numbers. There’s too much data and not enough information. In his session at @ThingsExpo, Bob Gates, Global Marketing Director, GE’s Intelligent Platforms business, to discuss how realizing the power of IoT, software developers are now focu...
Security can create serious friction for DevOps processes. We've come up with an approach to alleviate the friction and provide security value to DevOps teams. In her session at DevOps Summit, Shannon Lietz, Senior Manager of DevSecOps at Intuit, will discuss how DevSecOps got started and how it has evolved. Shannon Lietz has over two decades of experience pursuing next generation security solutions. She is currently the DevSecOps Leader for Intuit where she is responsible for setting and driv...
Operational Hadoop and the Lambda Architecture for Streaming Data Apache Hadoop is emerging as a distributed platform for handling large and fast incoming streams of data. Predictive maintenance, supply chain optimization, and Internet-of-Things analysis are examples where Hadoop provides the scalable storage, processing, and analytics platform to gain meaningful insights from granular data that is typically only valuable from a large-scale, aggregate view. One architecture useful for capturing...
SYS-CON Events announced today that Vitria Technology, Inc. will exhibit at SYS-CON’s @ThingsExpo, which will take place on June 9-11, 2015, at the Javits Center in New York City, NY. Vitria will showcase the company’s new IoT Analytics Platform through live demonstrations at booth #330. Vitria’s IoT Analytics Platform, fully integrated and powered by an operational intelligence engine, enables customers to rapidly build and operationalize advanced analytics to deliver timely business outcomes ...
Thanks to Docker, it becomes very easy to leverage containers to build, ship, and run any Linux application on any kind of infrastructure. Docker is particularly helpful for microservice architectures because their successful implementation relies on a fast, efficient deployment mechanism – which is precisely one of the features of Docker. Microservice architectures are therefore becoming more popular, and are increasingly seen as an interesting option even for smaller projects, instead of bein...
DevOps is about increasing efficiency, but nothing is more inefficient than building the same application twice. However, this is a routine occurrence with enterprise applications that need both a rich desktop web interface and strong mobile support. With recent technological advances from Isomorphic Software and others, it is now feasible to create a rich desktop and tuned mobile experience with a single codebase, without compromising performance or usability.
The speed of software changes in growing and large scale rapid-paced DevOps environments presents a challenge for continuous testing. Many organizations struggle to get this right. Practices that work for small scale continuous testing may not be sufficient as the requirements grow. In his session at DevOps Summit, Marc Hornbeek, Sr. Solutions Architect of DevOps continuous test solutions at Spirent Communications, will explain the best practices of continuous testing at high scale, which is r...