“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.

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. View all posts by Melinda Lewis