LOS ANGELES – TACORI presents its first-ever lifestyle film, Par Chance (meaning “by chance”), which integrates their fashion and bridal collections through a high-end cinematic format. Directed by the acclaimed Steve Antin of Burlesque, and photographed by the highly renowned fashion photographer, Thomas Nutzl, the three-minute Par Chance film pays homage to TACORI’s iconic print campaign and depicts a “by chance” meeting of two young lovers who must reconnect with each other through a series of sexy clues and rendezvous. Scenes that feature both TACORI’s fashion and bridal collections also give a nod to Tacori’s print campaign of iconic imagery (shot by Raymond Meier), and specifically highlight TACORI’s new “City Lights” Collection (seen in the “Hotel de la Reine” scene).
To fully launch the Par Chance film, TACORI has simultaneously re-designed their website to act as a functional vehicle for the film creating an interactive experience for viewers. TACORI has strategically chosen to NOT provide e-commerce on www.tacori.com in order to support and encourage business with wholesalers. “We believe that Tacori engagement rings should never be sold via ecommerce on our site. The experience of choosing a custom, handcrafted Tacori design is one that we strongly believe should be done through our authorized Tacori partners – the personal touch that consumers get in-store cannot be undervalued,” says Paul Tacorian, President of Sales & Marketing. “Our wholesale business is the partnership model that we have with over 450 number of stores throughout the North America and therefore we have strategically chosen to not compete with the business model that has provided tremendous success for over forty years and has made us an industry leader in the jewelry category.” The new www.tacori.com revolutionizes the way shoppers search for engagement rings and fashion jewelry; consumers can shop the Par Chance film by scene, plus shop and sort more than 1,000 additional items from TACORI’s bridal and fashion collections with navigation tools enabling them to search by price, color, stone selection, collection, and more.
The site is also a mobile device compatible and will work on all tablets, iPhones and smartphones, and each individual product will be fully intact with social media capabilities, advancing the blogger experience with entirely new possibilities. The new site will be embedded with Nutzl’s professional lifestyle still shots taken during the filming of the Par Chance film, and will also include brand new product photography. To support the launch of Par Chance, TACORI’s site has evolved into an innovative platform where consumers can shop a “video look book” through TACORI’s avant-garde film while still access a variety of pieces through a customized user-friendly user experience.
Par Chance launched on TACORI’s new site on December 12th and will be used for TV commercials and other advertising needs in the future. The notable Michael C. Fina store in NYC will be the first to advertise Par Chance and will debut a short version of the film on TAXITV in all NY cabs with a 30 second teaser this December.