Updated March 26 at 12:27am

Alex and Ani announces details of Seven Swords Media launch


(Updated Feb. 20, 4 p.m.)

PROVIDENCE – Alex and Ani LLC, the Cranston-based jewelry maker, has acquired Bella Consulting and Events, a Providence-based marketing, public relations and event production firm, and Animal, a Providence design studio and video agency, in order to make Seven Swords Media, which it bought last spring, a “full service media and advertising agency,” the company announced Wednesday.

“We initially entered into this arena because it made financial sense for us to utilize our own media company,” said Alex and Ani CEO Giovanni Feroce in a statement. “Since those early days, we realized that our numerous retail partners and other industry leading businesses would benefit from the same quantity and quality of our efforts.”

Alex and Ani bought a majority interest Seven Swords Media in spring 2012 when it was called MediaPeel and in late 2012 acquired the company’s remaining shares. It relocated the company from Lincoln to Providence with the purchase a Weybosset Street building, which also houses an Alexi and Ani retail location, last fall.

Bella Consulting has been the event production company for Alexi and Ani for two years. Company president Rick Simone, who founded Bella Consulting in 2008, now will be vice president of events and special projects of Seven Swords Media. Animal Production Company’s Josh Backer now will be creative director of Seven Swords Media.

Seven Swords Media client list includes the Rhode Island School of Design, Brown University, Bryant University, the Paper Store, the U.S. Navy, and the Smithsonian Institution. The Bella purchase will add to that list the Renaissance Wine Festival, the Newport Polo Series, Massage Envy RI, Valet Connection, and Iron Works Tavern in Warwick.

Feroce also announced Wednesday a partnership with GoGo Cast, Inc., a Cranston-based content and digital merchandising firm, to develop a digital media network and social media mobile platform for Seven Swords Media.

“[The platforms] will provide Seven Swords clients with cost-effective means to deliver messaging that connects and activates their businesses, brands, consumers and content experts,” Feroce said.

Alex and Ani said Seven Swords Media will create a “significant number” of new jobs in Rhode Island but did not give a specific number of employment opportunities.


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