Brand Ridicule Backfires

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Monday 20th October 2008

Jonas Brothers inadvertently spark sales for purity rings

IN AMERICA Christian jewellery suppliers have reported a big increase in sales in the wake of the media controversy over the recent MTV Video Music Awards when the Jonas Brothers were ridiculed for wearing purity rings. British comedian and host Russell Brand poked fun at the pop stars, all committed Christians, for more than half the 7th September programme because of the brothers' vow not to have sex before marriage, marked by the purity rings they wear. Cornerstone Jewellery Designs' Lisa Moyer told Christian Retailing magazine that her online jewellery boutique "definitely noticed a large increase in both sales and traffic after the VMAs." CR

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