Charriol to Become Alor in Rebranding Effort

Alor's new advertising campaign.

The parent company of cable jewelry company Charriol USA is taking back its name. 

Alor International Ltd., said it is returning to its roots with a name change back to Alor. Founded in 1979 by Jack and Sandy Zemer, Alor designs, creates and manufactures stainless steel cable, 18k gold and diamond jewelry collections and timepieces (which debuted in 2013). Jack is the chief designer. It was branded as Alor jewelry from 1979-1992. In 1992, the name changed to Charriol to reflect the company's relationship with Philippe Charriol International. 

The new name will be supported by a multi-tiered advertising and marketing campaign beginning in March. 

In March, the name will appear in case displays, signage and support materials where its products are sold, which includes Nordstrom, Holt Renfrew, Sidney Thomas and hundreds of independent jewelers in the US, Canada, Caribbean and Mexico. It’s also in more than two dozen independent jewelry stores in Australia. 

In April, Alor will debut a new national ad campaign featuring model Noot Seear photographed by Justin Coit that will attempt to appeal to younger customers. Jack says the new campaign has “a current, relevant and fashionable feel.” The print campaign will appear in Marie Claire, Harper’s Bazaar, Town & Country, Elle Canada, Niche Media publications and regional fashion media. 

The brand’s official re-launch will be on exhibit at Couture at the Wynn Hotel in Las Vegas at the end of May.

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