Fenton Preps Print Push for Global Jeweler

BOSTON Bolstering its bona fides in the high-end consumer market, the Fenton Group said it has been chosen to craft advertising and public relations efforts for John C. Nordt Co., a 125-year-old company that creates jewelry sold through various retailers worldwide.

The client in Roanoke, Va., has spent about $1 million annually on ads in recent years, but the budget is expected to significantly increase moving forward, said Josh Fenton, CEO of the Fenton Group in Providence, R.I. Paid media has mainly consisted of print ads in trade and consumer magazines.

Fenton’s first work for the client breaks in coming weeks in Modern Jeweler and JCK Magazine. That effort, including one ad that shows sparkling wedding rings beneath the headline “I do,” touts Nordt’s Guertin Brothers division to the gem industry. A consumer effort is on tap for the summer.

“We believe that we can take Nordt’s products to a premium, or even super-premium level,” Fenton said.

Fenton was hired by David Skuza, client vp of sales and marketing. Skuza had worked with the agency before, when he led marketing at Fenton client W.R. Cobb, a Cranston, R.I.-based jeweler. (Harmon Group in Nashville, Tenn., had previously created ads for Nordt.)

Other Fenton clients are Concordia Fibers, The Promenade luxury condominiums and The Spa chain of day spas.