MAMIA in pioneering collaboration
Mamia Music has entered into a collaboration with the exclusive Swedish jewellery design duo Yvonne Christa, who have produced a unique piece of jewellery for Swedens music export Sheri. The jewellery, which is a necklace, is integrated with a USB-memory stick with Sheris debut album, where also the theme song for the coming film Easy Cash is included. Yvonne Christas Jewellery usually adorn celebrities such as Jennifer Aniston, Kate Bosworth, Heidi Klum, Isabella Scorupco, Emma Wiklund, Kattis Ahlström and royalties such as H.R.H Crown Princess Victoria and Norwegian Princess Märtha Louise.
"This is a new, creative way to launch music. We want to meet Sheris audience in their daily lives and believe that it requires new ways for the music industry to reach new audiences in the future, which is why we have developed this concept,"says Frank Bonn, CEO of Mamia Music.
Sheris debut album "First Sign" was developed in close collaboration with some of the world's largest hit machines such as Jörgen Elofsson (Britney Spears, Celine Dion), Andreas Karlsson from the Jury of Idol, Richard Fortus in Guns'N Roses and Jack Splash (Alicia Keys and Britney Spears ). Sheris music can be described as a mixture of Leona Lewis, Rihanna and Jordin Sparks and includes various musical genres, which makes it attractive to a wide audience. Of totally 24 tracks, 13 were carefully selected. Apart from the album the 4GB USB-memory stick also includes additional multimedia content. The album will be released in Sweden as both as disc and as a jewellery on 13th of January. In Germany, Austria and Switzerland the disc will be launched in March.
"It is very exciting to have the opportunity to develop a specially designed jewellery for Sheri, who integrates the USB-memory stick in it, since music and fashion is always influenced by each other. Sheri also personifies our jewelleries that are trendy yet timeless, and stands for quality and exclusivity,"says Yvonne Clamf, Founder and designer of Yvonne Christa."
The source of inspiration for the design duo Yvonne Christa is nature in all its forms. All jewelleries are handmade. The technology they use in their work is known as filigree, which is one of the oldest forms of art smith where very fine silver or gold threads, and various stones and pearls are the material used. The necklace in silver is specially designed to Sheri with a freshwater pearl in front of it and two smaller at the lock. The shape is reminiscent of fashionable baguette bags. The jewellery, which is a limited edition, will be sold exclusively in Yvonne Christa stores in Stockholm and New York from 13 January. However, you can pre order the necklace in the stores before Christmas from the 16th December.