A.JAFFE Targets Online Consumers And Celebrities

The A.JAFFE story began in 1892 and continues today as one of the only 19th century jewelers still active in New York City.Their heritage is distinguished by its influence on the design of the American engagement ring. Now they have just introduced an extension to the luxury bridal line that is unique among the personalized gift items on the market.

Given that bridal is all about love and romance, jewelry that could mark the exact spot where a significant moment took place is in keeping with the image of the brand. To that end A.JAFFE has just launched «MAPS» a collection of customized jewelry that uses patented technology to create a virtual map of any location in the world and pinpoint an exact spot with a diamond. The collection features pendants, bracelets, or charms in rose gold, white gold and sterling silver. There will be a line of cufflinks introduced this spring.

Significant moments can include anything from births, engagements or a first meeting.Jennifer Lawrencewas a bridesmaid in her brother’s wedding where «MAPS» pendants were given to all the bridesmaids marking the spot where they first met the bride. The trend towards personalized gifting is growing, whether it’sValentine’s Day(quickly approaching) or a graduation gift this spring, «MAPS» is all about giving a gift that has a lot of thought behind it.

Most recently at the Billboards Annual Women in Music Awards luncheon, for example, eight honorees received a rose gold pendant with diamond border marking the street location where a significant moment in their career took place.

Taylor Swift(Woman of The Year honoree) received a «MAPS» pendant celebrating her role asNew York’sGlobal Welcome Ambassador and move toNew Yorkwith a diamond marking the Empire State Building. Iggy Azalea (chart topper) had her pendant mark the name she adapted from the street she grew up inAustraliacalledAzalea Street, whileHayley Williams(trailblazer) marked the crossroads where she first starting playing in her hometown ofNashville.