Public relations firm Lüp LLC is the new agency of record for the Couture brand, the National Jeweler Network has announced.

Lüp will handle all public relations and communications for Couture, and will also work hand-in-hand with Couture decision-makers on expanding the brand outside of the traditional boundaries of a trade show, fostering the link between Couture and communities such as fashion, consumer media and the celebrity world, the firm said in a statement.

“The designs and brands that make up Couture are Couture's greatest asset,” Couture Vice President Lee Arevian said in the statement. “We were looking for a firm that understood that we wanted to leverage the cumulative power of Couture to make Couture the go-to destination for all things haute design.”

Among the initiatives Lüp has in the works for Couture are a community blog and design-focused blog on the Web site www.couturejeweler.com, plus the social-networking site “Meet me at Couture,” newsletters, e-newsletters, special events and promotions.

Lüp will also work with Couture to continue to build its international partner base, creating cross-promotional tie-ins with like-minded brands.

The New York-based Lüp has been in business for more than six years, connecting fine-jewelry designers with editors and costume designers. Jessica Cohen and Michelle Orman, who both serve on the national board of the Women's Jewelry Association, head the firm.

Source: Nationaljeweler.com
www.nationaljeweler.com