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Autore Launches Brand in U.S. Market
Pearl Scene

Autore, a vertically-integrated international South Sea cultured pearl brand, is launching a new wholesale operation in the United States. Beginning in late April after its debut participation in the Basel Fair, Autore will begin offering U.S. retailers South Sea cultured pearls and its branded South Sea jewelry through its office in Los Angeles.

The company designs, manufactures, and distributes South Sea cultured pearl jewelry, sourcing the pearls through exclusive distribution and marketing agreements with eight South Sea pearl producers, including two of its own farms. Autore distributes over 600,000 South Sea pearls annually, handling about 18 percent of the total global production of white South Sea cultured pearls in terms of value. The group sells approximately 67 percent Australian and 33 percent Indonesian cultured pearls.

Autore has had an office in Los Angeles for 18 months to expand awareness of its brand internationally through red carpet events. "Through celebrity placement, editorial and other promotions we have increased demand for the South Sea pearl and helped to put them front of mind. The South Sea pearl industry has a lot of scope to improve. Through active promotion South Sea pearls will only increase in demand worldwide," CEO Rosario Autore says.

"I have always felt that pearls were not properly represented in the jewelry market and that there was a lot of scope to increase the demographics of South Sea pearl wearers. Over the last four to five years, we have come from being purely a South Sea pearl producer, distributor, and marketer to a South Sea pearl branded jewelry company. I believe that we are not only benefiting our company but also benefiting the South Sea pearl industry in general in terms of promoting the gem," Autore says.

The company's current collection, which features white, gold, and black South Sea pearls in an array of colors and hues, features four stories: essential, boutique, couture, and Sheherazade. Essential is simple, basic designs. Boutique is a ready-to-wear range featuring classic designs with a modern twist, using fancy colors and keshi pearls. Couture consists of highly detailed pieces, either in limited edition or one-of-a-kind in styles influenced by Art Nouveau, Art Deco, Gothic, and elements of Eastern Art. Sheherazade, this year's theme collection, is inspired by A Thousand and One Nights, featuring motifs from architecture, carvings, and tapestries. Suggested retail prices range from $1,500 to $195,000 for one-of-a-kind pieces like the "Queen of Samarkand" necklace.

"Our aim, with regards to our jewelry and branded products, is to hopefully expand the vision of what pearl jewelry has been over many years," Autore says. "We have tried to produce a range of South Sea pearl jewelry which is a little bit out of the ordinary to what has previously been seen on the market. In addition to this we will provide educational tools that we have developed over the years to help the consumer better understand the quality, value, and rarity of South Sea pearls."

Autore will also offer retailers strands as well as jewelry, including South Sea cultured pearls in all shapes, sizes, grades, and colors. Approximately 80 stores worldwide currently market the Autore brand. In the U.S., the company is looking for medium to high-end retail jewelers that have a "passion for promoting the South Sea pearl."

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earrings from the
Designs from the "Sheherazade" collection by Autore, (800) AUTORE1 (288-6731).
pearl ring from the