Legacy New York links up with sports star to woo men

Posted June 21, 2011 | By Sonia Nair

American personalised jewellery brand Legacy New York has appointed National Rugby League star Ben Hannant to be its brand ambassador in Australia.

Maria Vella, national marketing manager of Iconic Jewellery, which distributes Legacy New York in Australia, said Hannant’s appointment was part of a move to expand into the male market.

“Hannant was targeted because men in Australia are just starting to wear jewellery – unlike in Europe and America. We have a strong female following but we wanted a good role model that men could relate to,” Vella said.

She said Hannant was an ideal fit for the brand because he personified the brand’s themes of family, friends and personalised expressions.

“Hannant has an emotional connection with the jewellery because he is very much a family men with a wife and three kids. He has a strong presence among men and he’s someone that they look up to,” Vella said.

Hannant said he is excited about the new partnership with Legacy New York and feels strongly about the message the brand conveys in its designs.

“Jewellery is an expression of who you are and the Legacy New York pieces are both stylish in appearance yet tell a story about connecting to family which I admire and support,” Hannant said.

Hannant will feature heavily across Legacy’s marketing campaigns and he will make public appearances in the media on behalf of the jewellery brand.

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More information:
Iconic Jewellery
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