FOR IMMEDIATE RELEASE

Striving for Gold, Therese Johaug becomes a Muse for Silver

Oslo, Norway (30 October 2009)--
V. Carendi, a new sterling silver jewelry brand to launch in Norway in 2010, has chosen the Norwegian cross country star skier and Olympian Therese Johaug as the face of their launch campaign, and a photo shoot in Oslo on 30 October marks the start of the collaboration.

The photo shoot generates images for the “Nature of Norway” V. Carendi launch campaign. Nature of Norway refers not only to the literal inspiration of Norway’s nature for the collection, but also to the brand’s spirit. Therese has been chosen as the muse of the campaign because, beyond a traditional model, she stands for the brand spirit of V. Carendi jewelry: she combines an earth-near nature with great ambition, toughness and femininity, and a wild, natural  beauty that is beautifully Norwegian.

Therese will collaborate with V. Carendi on two initiatives. First, she will appear as the face of the launch campaign as a brand ambassador, on press and marketing communications, and in presence at retail and other launch events. Second, she will create her own, signature collection with V. Carendi in 2010 that will feature jewelry designs that are sophisticated and feminine but can also withstand the demands of a lifestyle with olympic-class training, continuous travel, and living in the spotlight. The Therese Johaugh collection will result in jewelry as versatile, tough AND beautiful, as their muse.

V. Carendi sterling silver jewelry will be available Christmas 2009 in select stores as a pilot retail program, and will launch nationally to stores in Norway in Spring, 2010.  The collection can be viewed online at www.vcarendi.com.