Marketing initiative launched by Silver Institute to boost sales

Former World Gold Council executive Michael Barlerin is helping to launch the Silver Marketing Initiative aimed at encouraging sterling silver jewelry sales.

RENO, NV - 

The Washington, D.C.-based Silver Institute has launched the "Silver Marketing Initiative," which aims to increase awareness and encourage consumers to buy sterling silver jewelry.

It also strives to educate the consumer and trade press about sterling silver and be a source of silver-related product news and marketing information.

In a news release, Michael DiRienzo, executive director of the Silver Institute said, "The consensus of our Executive Committee is that the time is right to introduce an industry-supported marketing program in the U.S. with the initial focus being on silver jewelry. "

Former World Gold Council executive Michael Barlerin is a consultant to the Silver Institute in the development of and roll-out of the SMI program. "In light of what has been happening to the price of the other noble metals, now is definitely the time for silver jewelry. I am also gratified by the response I have already received from key members of the jewelry trade when I told them the SMI was to be launched, and I look forward to discussing mutual opportunities at the JA [Jewelers of America] show in New York City later this month."

Michael Barlerin Associates has been provided marketing and management services for the jewelry industry since 2005. Prior to joining the WGC, Barlerin spent seven years at the Zale Corp. as senior vice president, marketing. He also serves on the board for the Jewelers Vigilance Committee

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