• by Larissa Faw , October 20, 2015

Upscale jewelry brand Stephen Silver has appointed Manhattan-based Gluttony as its agency of record without a formal review. 

Stephen Silver is undergoing a makeover as the company expands from serving as collectors of rare diamonds and gemstones to opening retail shops. Its first retail store in Menlo Park, CA opened last year. As a result, the company felt it was time to work with an ad shop on an AOR basis.

Gluttony's experience in the watch and jewelry industries was key to landing this business. The agency worked with Bulova, for instance, to establish the look and feel of its new brands Accu-Swiss and Caravelle New York, and produced Ritani's TV commercials for the past couple of years. 

Stephen Silver watches are priced from $70,000 to $800,000. At that price point, Gluttony needs to understand and market to a very specific customer base. 

Under this partnership, Gluttony will create formal brand guidelines, as well as Stephen Silver’s annual catalog. The agency is also responsible for magazine, signage and all digital campaigns. First up will be Stephen Silver's anniversary celebration which includes several days of events including a styling event by Net-A-Porter and a watch roundtable with exclusive luxury brands such as Gruebel Forsey, MB&F and Richard Mille. Gluttony created all point-of-sale signage and online marketing materials.  

"Gluttony knows the watch and jewelry business intimately, we are frequent visitors to Baselworld and JCK and that fact coupled with our understanding of an elite customer is what drew Stephen Silver to choose our company," says Abigail Honor, co-founder and CEO of Gluttony and its parent company Lorem Ipsum Corp. 

Lorem Ipsum Crop launched the 10-person agency in 2010, joining a network that features a total of six international media companies, including Twitch Post, Persona Films, and Arthouse.