Tuesday, April 23, 2013 11:03:11 AM
A sampling of the line Bergio International Inc. is creating for ShopNBC.
http://www.nationaljeweler.com/nj/fashion/a/~30823-Bergio-to-begin-selling-jewelry
Fairfield, N.J.--Bergio International Inc. has crafted a lower-priced line that ShopNBC will sell, making it the latest jewelry brand to begin selling on-air and online through a partnership with a home shopping network.
The Bergio line for ShopNBC will debut on the network on May 7.
Fairfield-based Bergio reached a contractual agreement with the multimedia retailer back in October but CEO Berge Abajian said the launch took longer than anticipated due to the “modification of certain designs to best fit the ShopNBC customer demographic.”
He said normally his pieces are crafted in 18-karat gold with precious and semi-precious gemstones and retail for thousands. For the ShopNBC line, however, Abajian had to modify the designs to account for the fact that it will be cast in different, less-expensive metals.
“This launch will further the brand to different avenues, which we did not have prior access to,” he said.
John Nunez, director of jewelry for ShopNBC, said the line will be comprised of bronze-based pieces plated heavily with 18-karat yellow or rose gold, set with simulated diamonds (cubic zirconia) or simulated gemstones.
The jewelry will range in price from $59 to $159 retail, with the average price point around $89, a sharp contrast to the fine pieces produced by Bergio, which retail for an average of $8,000.
“Basically it’s to give the average consumer that high-end aspirational look,” Nunez said.
A number of higher-end brands have created more affordable lines for home shopping networks in recent years. Couture show exhibitor Jane Taylor just announced that she was creating a stainless steel line for sale on HSN.
Nunez said it’s the continuation of a trend that started with, among others, Target. The retailer has launched a number of partnerships with well-known fashion designers in recent years, its latest with designer Prabal Gurung.
“At the high end, it’s a limited clientele,” he said. “The high-end designers are realizing there’s a major vacuum of people who want to own very high-end-looking things but can’t afford it.”
As the designer of the pieces, Abajian will appear on ShopNBC during his brand’s May 7 debut. Abajian added that the company has “other opportunities currently in the works” that cannot be disclosed yet.
Bergio sells its jewelry to 50 retailers in the United States. The company has a manufacturing facility in New Jersey and sub-contracts with facilities elsewhere in the U.S. and Italy.
BRGO
http://www.nationaljeweler.com/nj/fashion/a/~30823-Bergio-to-begin-selling-jewelry
Fairfield, N.J.--Bergio International Inc. has crafted a lower-priced line that ShopNBC will sell, making it the latest jewelry brand to begin selling on-air and online through a partnership with a home shopping network.
The Bergio line for ShopNBC will debut on the network on May 7.
Fairfield-based Bergio reached a contractual agreement with the multimedia retailer back in October but CEO Berge Abajian said the launch took longer than anticipated due to the “modification of certain designs to best fit the ShopNBC customer demographic.”
He said normally his pieces are crafted in 18-karat gold with precious and semi-precious gemstones and retail for thousands. For the ShopNBC line, however, Abajian had to modify the designs to account for the fact that it will be cast in different, less-expensive metals.
“This launch will further the brand to different avenues, which we did not have prior access to,” he said.
John Nunez, director of jewelry for ShopNBC, said the line will be comprised of bronze-based pieces plated heavily with 18-karat yellow or rose gold, set with simulated diamonds (cubic zirconia) or simulated gemstones.
The jewelry will range in price from $59 to $159 retail, with the average price point around $89, a sharp contrast to the fine pieces produced by Bergio, which retail for an average of $8,000.
“Basically it’s to give the average consumer that high-end aspirational look,” Nunez said.
A number of higher-end brands have created more affordable lines for home shopping networks in recent years. Couture show exhibitor Jane Taylor just announced that she was creating a stainless steel line for sale on HSN.
Nunez said it’s the continuation of a trend that started with, among others, Target. The retailer has launched a number of partnerships with well-known fashion designers in recent years, its latest with designer Prabal Gurung.
“At the high end, it’s a limited clientele,” he said. “The high-end designers are realizing there’s a major vacuum of people who want to own very high-end-looking things but can’t afford it.”
As the designer of the pieces, Abajian will appear on ShopNBC during his brand’s May 7 debut. Abajian added that the company has “other opportunities currently in the works” that cannot be disclosed yet.
Bergio sells its jewelry to 50 retailers in the United States. The company has a manufacturing facility in New Jersey and sub-contracts with facilities elsewhere in the U.S. and Italy.
BRGO
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