Mafia Jewellery Preparing Glamorous New Campaign

Online, November 4, 2011 (Newswire.com) - Internationally renowned Canadian Jewellery Company, MAFIA JEWELLERY, will be holding an exclusive couture photo shoot in the Nation's capital on November 6, 2011. Along with a team of prominent industry experts, the young fashion duo -Victoria and Olivia van Eyk-will be developing an upscale editorial campaign in preparation for the highly anticipated launch of the MAFIA JEWELLERY luxury sterling silver line.

Styled and directed by fashion mogul and industry sweetheart, Erica Wark, the shoot will feature glamorous looks, reminiscent of the golden Hollywood era. Erica has recently joined the Steven & Chris show as on-air fashion expert, and has covered fashion events for Flare magazine, among others. Fashion photographer, Tina Picard, along with top make-up artist Melody Iafelice and hair stylist Fiorella DiNardo, will create an amazing photo pictorial featuring young talent from Models International Management. Featuring landmark establishments within the Ottawa community, the photo shoot will incorporate local elements, while simultaneously setting the stage for an international debut. Garments will be provided by local Ottawa boutiques carrying upscale apparel lines, including SCHAD, Roadtrip, Trust fund, Lilac Lingerie and others.

The upscale and sophisticated editorial campaign is just one component of the new and exciting positioning of the MAFIA brand, which strengthens a long-standing commitment to provide a positive and trend conscious shopping experience for their core customer, the modern, fashion-savvy individual. Building on the immense worldwide reception of the flagship brass collection, the brand is returning with an upscale reinvention of its most popular pieces. The new MAFIA JEWELLERY sterling silver line will launch in November 2011, and will feature refreshing reinterpretations on upscale luxury by transforming classical designs into edgy conceptual pieces. While MAFIA will feature a new upscale look, the brand reinforces its commitment to providing unique designs that deliver quality at great value.

"Our customer is stylish, edgy and confident, and our new campaign aims to reflect this attitude by providing a glamorous and fashion-savvy new look to enhance the MAFIA shopping experience. As a brand, we strive to add a little excitement and creativity to everyday life, and want our customers to feel something special and unique when interacting with us. It was with this idea in mind that we encouraged our customers to share their ideas on how we could continue to create a fun and modern brand. We are confident that the new look and feel of MAFIA will offer an exciting experience for our customers, while reflecting our customers' energy and personal style."
- Victoria van Eyk, CEO, MAFIA JEWELLERY

MAFIA Jewellery is a Canadian-based international jewellery company, owned and operated by two young sisters, Victoria and Olivia van Eyk. The brand focuses on creating unique quality jewellery, by transforming classical pieces into edgy conceptual designs. Established in 2008, MAFIA Jewellery saw immense worldwide success in its first years of operation, including celebrity endorsements, international press, and being featured at landmark events such as the 2011 Juno Awards.

For further information please contact MAFIA Jewellery Communications at
613-552-7770