Launch of new brand name for premium Cook Islands pearls

The official launch of Cook Islands premium pearls under the new brand name of Avaiki Pearls wowed the guests gathered at the Crown Beach resort on Thursday night.
The event was held by Cook Islands Pearls Authority, with CEO George Ellis alongside Tina Browne chairman of the board.
Over 100 guests witnessed the unveiling by DPM, Sir Terepai Maoate of the new brand name Avaiki which will apply to the best quality pearls only.
The night was full of colour and entertainment with everyone agreeing that it was one of the most engaging and enjoyable launches they had ever attended which included a fashion parade of TAV models wearing gorgeous Avaiki pearl jewellery.
No doubt, it was the influence of marketing consultant Brian Richards who has worked with the authority in the repositioning premium Cook Islands pearls as an exquisite rarity that wealthy buyers would love to have in their possession. Currently, the industry generates $2million annually with 30 pearl farmers but in its heyday only a decade ago generated $18 million.
We have a wonderful story to tell including the remoteness of the islands, the integrity with which the pearls are grown and harvested in the lagoon which makes a very romantic tale to be told under the brand name of Avaiki.
How the Avaiki name was even available is quite a story with George Ellis later confiding that they had patent and trade mark lawyers check out several names and during this search, they found the Avaiki name was still available and immediately applied for the patents to that name internationally.
Actually, the evening was all about legend with Sir Terepai saying he had used the legend of Maui who fished out Manihiki out of the sea during his formal application to extend our continental shelf to the United Nations.
Sir Terepai was so delighted by the event that he danced for joy when the drumming started and was soon joined on the dance floor by Lady Maoate, Tina Browne (chairman of the board); George Ellis (CEO) and Tia Barrett (NZ Rep) much to the delight of guests.
The drumbeat was by the Manihiki cultural group which put on an energetic performance, followed by a chant by Ngarima George in spectacular traditional costume and his daughters Curly singing an original song composed for the occasion while Dorothea danced solo.
Later in the evening we were treated to the Manihiki youth performing the routines which they will use at the Maeva Nui celebrations.
Kia manuia and congratulations for the launch of Avaiiki premium Cook Islands pearls.