March 7, 2017 - Toronto, Canada
Vintage Opulence gives millennials a taste of the past
These days, millennials seem to be at the heart of all marketing efforts, their tastes, habits, and preferred methods of communication under the microscope, as companies work to appeal to this consumer base. For the jewelry industry and the bridal sector specifically, millennials hold particular interest, given the size of this demographic, their extensive buying power, and the approaching wedding season.
Enter Shelly Purdy's Vintage Opulence, a throwback to Victorian design, but with a modern interpretation. An expansion of her timeless Opulence Hand-Engraved Collection, these handmade engagement rings and bands pair the luxurious hue of 14-karat rose gold with the unique sparkle of domed rose-cut white diamonds, and regal blue sapphires. This combination infuses the rings with a look all their own, removed from the traditional engagement ring and wedding band set, which may appear more formal and too 'blingy' to the millennial consumer. Further additions to the collection will include colored gemstone earrings and pendants.
"Millennials appreciate the craftsmanship of a handmade piece, particularly when they are part of the design experience. They crave jewelry that tells a story in the details and is more personal," says Shelly Purdy. "The Vintage Opulence Collection checks off all the boxes among millennials: rose gold, hand-engraved detail, rose-cut diamonds, and a touch of vintage. In addition to being customizable, this collection changes millennials' minds about what a diamond engagement ring can be. I've designed this collection specifically with all those requirements in mind."
All the jewelry in Purdy's collections is made in Toronto, adding another layer to her appeal among millennials, as they look for brands that are locally produced. "When I sit down with a couple and help design their rings, I know they are excited about the fact they are supporting a local business."
The Vintage Opulence Collection is available online at www.shellypurdy.com and at Shelly Purdy Studio, which is located in the heart of Toronto's fashion district.
About Shelly Purdy Studios
Shelly Purdy is a Toronto-based jeweler and an advocate of Canadian diamonds. Her work is uniquely Canadian and internationally recognized. Most notably, she won the De Beers Diamonds Today Award and was a featured designer in Rio Tinto's 'Diamonds with a Story' campaign, highlighting Canada's Diavik Diamond Mine. The exclusive designer for Maple Leaf Diamonds' Seasons Collection, Shelly celebrates all that is Canadian: the delicate buds of Spring, sparkling Summer lakes, earthy Autumn forest trails, and the beauty of Winter's gently falling snow. The Seasons Collection can be seen at www.shellypurdy.com and is available at select fine jewelry retailers across North America and the United Kingdom. Shelly designs and manufactures from her boutique jewelry studio in downtown Toronto.
