TARA & SONS DARES YOU TO “BE TAHITIAN”

NEW YORK, N.Y., August 28, 2006— Tara & Sons, purveyor of the world’s finest and most exotic Tahitian, South Sea and Akoya cultured pearl jewelry, is launching its 2006 ad campaign this fall. Tara & Sons’ “Dare to be Tahitian” ad campaign takes on a bold, new approach to its traditional competitors. This unconventional campaign captures the mystique of the black Tahitian pearl and the allure of the Tahitian island. Each ad, combines beautiful Tahitian natives with various Tara & Sons’ designs for an sensuous look that draws the viewer in and challenges her to “Be Tahitian.”

The “Dare to be Tahitian” campaign was the creation of Vice President and Creative Director of Tara & Sons, Renee Sethi-Moondra. This campaign brought the Tara & Sons’ team, along with a local production team from one remote island to the next, including Papeete and Morea. Some locations even involved sailing to Motus, tiny islets in French Polynesia. Tara & Sons would then work with the inhabitants of these Motus to incorporate elements of flora and fauna into their photo shoots.

Photo shoots would begin in the earliest of morning to beat the scorching Tahitian heat and end just before noon. Production teams, along with the models, would then regroup in the evening to capture the beautiful Tahitan landscape at dusk.

“This campaign was designed to challenge retailers as well as consumers to dare to be Tahitian; meaning take the risk and purchase that sexy Tahitian strand or bold Tahitian ring you have always wanted to, but were hesitant on. At Tara & Sons, we want to spread the awareness that Tahitian pearls can be fun and flirty, not just classic and traditional. Mix it up a little with some of the more daring Tahitian pieces,” said Renee Sethi-Moondra, Vice President and Creative Director of Tara & Sons.

In celebration of the campaign and to recognize with thanks, Tara & Sons hosted a party on the last night of their stay in Tahiti. World renowned pearl farmers Robert Wan and Dora Foucade were in attendance.

The Dare to be Tahitian print campaign will launch as a 4-page insert in the December issues of Harper’s Bazaar and In Style. The television ads, through co-op campaigns with Ben Bridge, Borsheims, Carlyle, Lee Michaels and Lux, Bond & Green, will air in local markets nationwide.

Tara & Sons, Inc

Tara & Sons, Inc. was founded in 1974 by Tara C. Sethi in New York’s famed diamond district with the solitary goal of designing and manufacturing the finest jewelry available. Today, that dream lives on in the “Gem-Centric” approach of the entire Sethi family. The Sethi family scours exotic locations around the world for the most perfect pearls and diamonds available to man and then uses these natural wonders as the inspiration for their exquisitely designed jewelry collections.

Tara & Sons branded line of fine pearl jewelry, TARA, can be found at some the world’s top jewelry retailers as well as luxury boutique jewelry stores around the country. Tara & Sons is currently available in over 350 retail locations throughout the world.

Press Contact :

Evins Communications, Ltd.
Phone:212.688.8200
Fax:212.935.6730
Karen Anslinger, x49 / Karen.anslinger@evins.com
Denise Vizcarra, x44 / Denise.vizcarra@evins.com