The organiser of the 2008 National Opal Miners Association (NOMA) $100,000 Opal Fashion Bash Mr Henry Petersen believes the national opal industry does need to think seriously about promoting and marketing a ‘face’ of the industry.

Most products today especially in fashion, cosmetics, beauty and jewellery to some degree do have a branding identity that is easily recognised to their customers.

“When people visit a David Jones store they immediately think Miranda Kerr,” Mr Petersen said. “If it’s Myers they identify its products with Jennifer Hawkins.

“If the Opal Industry wants people to think more about the beauty of opal jewellery then they do need to quickly create a new fresh face that the public will identify their product with.

“Times have changed in the way many products are marketed today.

“Jewellery is still seen by many to be a luxury item and in times of a pending global recession brewing this is usually the first item that one will drop off its shopping list.

“It’s time the whole industry banded together and agreed to go in this marketing direction,” Mr Petersen said

On his travels to opal mining regions and speaking to many opal jewellery store owners and members of NOMA, Mr Petersen said there was a bit of a push for this to happen but it has to be 100 per cent industry driven.

With opal our national gemstone many feel it’s time the industry started to showcase the beauty of its product a lot more than it has in recent years.

Mr Petersen has found a face he believes could give the opal industry a brand new identity.

“Kendal Schuler, 16, from Cairns is on the verge of signing a three-year international model contract with a Paris and New York-based agency and I believe she has a face that will in future years become as recognisable as Jennifer Hawkins.

“If you want Jennifer to endorse any product it would cost a minimum of $250,000.

“The most affordable way to develop a face of any product today is to take a punt on an up-and-coming celebrity.

“Kendal certainly fits the bill and has already achieved a lot more international success than Jennifer Hawkins did at her same age.

“Lots of model industry scouts are already predicting Kendal will become the next Jennifer Hawkins and my professional marketing advise to the opal industry is to grab her now while she is still affordable” Mr. Petersen said

Currently a 49-minute TV doco on this year’s NOMA $100,000 Opal Fashion Bash is being promoted in all the mining regions.

Anyone wishing to view a copy of this $20,000 documentary can contact Maxine O’Brien at the Lightning Ridge Opal Miners Association or Jenni Brammall at the Opal and Fossil Centre.

To purchase a copy log on to www.fashionbash.com.au