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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]



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