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Friday, July 9, 2010

A Modern Take on Cameos

The style of cameos for jewelry hasn’t changed much in Southern Italy since people began carving the hand-made relief images out of sea shells in the 15th Century. However, one company near Naples—the epicenter of the cameo and coral industry in Italy—is trying to create cameo jewelry that appeal to young, fashion conscious consumers, while maintaining traditional techniques.

Di Luca 1929 is adding color and diversifying its designs. In addition, the Caserta-based company is making smaller cameos the size of charms that can be collected and worn as necklaces, earrings and bracelets; and matched with inexpensive gemstones.

Gino Di Luca said at the JCK Las Vegas jewelry show that the idea is to create a style and price point that will appeal to younger women. He said the product is doing well in Japan and that he believes there is a market in the U.S.

To show that the company is serious about maintaining the traditional way of creating cameos, it brought to the trade show one of its master cameo carvers who working on new relief figures on the exposition floor.

The jewelry should be appearing in stores in the fall.

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