“Napier. Not The Usual You.”

In October 1991, after nearly 20 years, The Napier Co. commenced a new advertising campaign, “Napier. Not The Usual You.” The campaign focused on the jewelry by presenting the pieces in a bigger-than-life type format. This approach was a departure from showing full face or full figure models wearing the jewelry. The advertisements featured close-ups of the jewelry—said to be a more fashion forward approach.

With a new advertising firm in place, Calet, Hirsch & Spector, the company doubled its advertising spend.  Here is an ad from the Oct. 1991 issue of Vogue.

Napier Advertisement Vogue Oct. 1991
Napier Advertisement Vogue Oct. 1991
Napier. Not the usual you.
Napier. Not the usual you.

Author: Melinda Lewis

Jewelry historian, Melinda Lewis is co-founder of Costume Jewelry Collectors Int’l (CJCI) and author of The Napier Co.: Defining 20th Century American Costume Jewelry.