THE VIRGINIAN-PILOT
Copyright (c) 1995, Landmark Communications, Inc.
DATE: Monday, March 13, 1995 TAG: 9503130061
SECTION: LOCAL PAGE: B3 EDITION: FINAL
SOURCE: ASSOCIATED PRESS
DATELINE: RICHMOND LENGTH: Medium: 61 lines
The newspaper ad beseeched parents to present their daughters with ``a special symbol of her important promise.''
Family values meet big business. Chastity rings, the brainchild of the giant Louisiana jewelry caster Stuller, are making their debut in jewelry stores across the country.
Fashioned of 10- or 14-karat gold, the delicate rings come in two styles: ``The Unblossomed Rose'' and ``The Gift-Wrapped Heart.''
``It's not my idea,'' Charles Peddicord, owner of Charlie's Jewelry in Newport News, said with a laugh.
``They sold out of these rings nationally. I bought the last few that they had,'' he said.
The rings come complete with a pale pink pledge card for girls that bears the words, ``Gift wrap your heart and give it to Jesus. You'll be surprised when he opens it.'' A similar pledge card for boys is pale blue.
On the back is a written pledge to God to ``remain sexually pure until the day I give myself as a wedding gift'' to a bride or groom. Beneath the pledge are blanks for ring recipients to sign and date.
Since Peddicord accepted his shipment of rings last month, one father has bought one for his daughter. But the dad wasn't sure what he would do with the pledge card.
``It's a little too strong for a lot of people,'' Peddicord said. ``The gentleman who bought one said, `I'll keep the card.' He didn't know if that would be a little bit too much. I mean, his daughter's only 10.''
Stuller, one of the largest U.S. manufacturers of cast jewelry, is capitalizing on the conservative trend in the nation.
``We saw what we felt was an opportunity to help fix this idea in a symbolic fashion through a series of rings and a pledge card,'' said Steve MacDiarmid, director of public relations for Stuller.
James Louviere developed the rings and his job description - director of religious products for Stuller - as well. About two years ago he decided jewelry with a decidedly spiritual bent was the way to go, so he presented a plan to senior management officials, who gave him the go-ahead.
Since September, about 1,400 rings have been sold, Louviere said.
A boys' version of the ring came out in January, so most of the sales have been in girls' rings. The boys' ring sells under the name ``The Rugged Cross.''
Foster's Jewelry in Winchester sells the 14-karat Stuller rings for $119. It's usually not a whimsical, spur-of-the-moment purchase because of the convictions the rings represent, store owner Phil Foster said. Parents generally spot the ring while they browse in the store and then bring their children back to look at it and ponder the pledge card.
Foster said he believes more good will come from the pledge than from the rings themselves.
``I think the moral fiber of our country would be much stronger if we were talking `wait, wait, wait' rather than `be safe, be safe.' '' by CNB