Toronto’s Shiny Jewellers has signed a Canadian exclusive agreement with an Italian manufacturer for a patented gold bonding technology, which will be used in a new brand, Sempre Oro.

Italian for “Forever Gold,” Sempre Oro will feature Italian-made products using a process that bonds a thick sheet of 14-karat gold to a silver core. The company says the material performs like solid gold and is stamped with a 14-karat marking to indicate gold content. The process is positioned as an alternative to vermeil and plated products, which typically wear over time.

“Providing a product with a worldwide patent and lifetime warranty is a selling dream,” said Ani Hovanessian, president of The Shiny Group. “We’ve never seen anything so special and so needed in the jewellery market. We are excited to introduce Sempre Oro to North America—this new collection will drive brand growth and expand our market presence,” she added. The brand will be distributed through selected retail partners as part of a broader channel strategy.

Shiny Jewellers also plans to launch a Retail Channel Development division this summer and appoint a vice-president to lead retailer partnerships and network development. The company will present the Sempre Oro line to industry professionals at upcoming road and summer shows.