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Danish-born Tilly Scott Pedersen stars in Pilgrim’s Be Outstanding campaign |
DENMARK. Danish brand Pilgrim has launched its 2009 marketing campaign with a new model face and a nature-inspired Spring jewellery collection.
Tilly Scott Pedersen, a young Danish actress, poet, artist and model, is the jewellery firm’s fresh new face for this year’s “Be outstanding” campaign.
Pedersen is Danish but lives in New York and, in addition to acting and modelling, Pedersen is dedicated to helping street children in New York. These children participate in theatre performances, which have become a refuge for them.
The photo shoot for the Spring 2009 collection took place in New York City by Danish photographer Casper Sejersen.
Spring 2009 Collection
Pilgrim’s wide-ranging Spring 09 collection is inspired by flowers and nature. The main focus is on details such as tiny pearl stigmas, mini flowers and hearts.
Commenting on the styles that are set to enter travel retail, Pilgrim Account Manager Annette Møller Andersen said: “The Spring collection offers a real diverse range, which our customers expect from Pilgrim. The 2009 Be Outstanding campaign is very thought-provoking and we think will translate well in the travel retail environment.
“The advertising visuals are strong and eye-catching and the whilst the model we have chosen this year is a little less known right now, compared to our previous faces, such as Liv Tyler and Helena Christensen, Tilly fits our philosophy so well and fronts a beautiful and strong campaign this season, which is sure to attract customers’ attention whilst travelling.”
According to Pilgrim, the best-selling collections are tipped to be Flower & Pearls, Floral Boho, Romance, Calla and Happy Hearts (see below for product descriptions).
Møller Andersen said that domestic trends were having an impact on travel retail sales. “We always present the top selling lines to our buyers in travel retail,” she said. “Of course they also get to see the whole collection but it is important that we know what is selling well in their key markets and adapt the selection accordingly. We expect these top five lines to also be strong in travel retail, as well as key pieces from the other collections. Colours and styles will vary in each market but there is something for all nationalities in this collection, so we are confident it will be strong for travel retail this spring.”
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Tipped for the top: Calla, Happy Hearts and Floral Boho necklace designs are expected to be travel retail best-sellers |
Top five highlights
Floral Boho: This series is said to have powerful bohemian elements and features five necklace designs, two bracelet models, three styles of earrings and one ring. The collection is available in three colour combinations: white/gold, black/silver and mint/silver. The range features precious stones (white collection) and glass beads.
Calla: The Calla flower, with its long, slender lines, has a stigma in the form of a freshwater pearl. This elegant collection features three necklaces, two bracelets and one earring style and one ring. The collection is presented in three colours: pink/silver, beige/gold, white/silver.
Flower & pearls: The classic flower design is decorated with freshwater pearls, Crystallized – Swarovski Elements and precious stones. Presented in three colours (white/silver, turquoise & brown/silver, purple/gold), the collection uses precious stones including white jade, amethyst and rutilated quartz. There are five necklace designs, a choice of two bracelets and four earring designs and a delicate ring.
Happy Hearts: In combination with wide-rings, the small hearts and tulips are designed to create a happy mood. There are five necklace designs plus two bracelets, three styles of earrings and a delicate ring featuring a band of hearts. This collection features both freshwater pearls and glass beads, and comes in two colour combinations: purple/gold and white/silver.
Romance: Described as a simple, graphic flower design, the pieces are gold or silver-plated with Crystallized – Swarovski Elements.
All Pilgrim jewellery is hand-crafted and plated in 16-22ct gold or sterling silver.
New colours for best-selling lines
New colour combinations from the Autumn/Winter collection’s best-selling designs are also available this Spring. The collections with new colours include Elliptic Elegance, Ethnic Nature, Delicate, Timeless, Silhouette and Bright Eye.
As well as these new colour updates, the company is introducing fresh ring designs as well as new models in the Charm Collections, including MEGA Charms and Earring Charms.
For details, contact Annette Møller Andersen, Travel Retail Account Manager, Pilgrim, e-mail ama@pilgrim.dk, tel: +45 6333 3328 Visit www.pilgrim.dk
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