Market Overview

St. Louis Based Key of A® Turns Armament into Ornament with Official Launch of SureShot™- The Collection. Rustic, Hip Jewelry Designs Put Focus on Spent Shotgun Casings


Launch of SureShot™ line of shotgun casings jewelry ( coincides with company's participation in Official Talent Gift Lounge at The 46th Annual CMA Awards.

St. Louis, MO (PRWEB) October 31, 2012

St. Louis based The Key of A® is turning armament into ornament with the launch of SureShot™ - The Collection ( This thoughtfully edited line of rustic, hip jewelry designs caters to women and men and puts the focus on an unlikely jewelry component, spent shotgun casings.

Anne Jansen is the founder of The Key of A® and the designer behind the copyrighted, patent pending shotgun casing jewelry collection. She is a 30 year artist who has been at the forefront of the eco-vintage movement and is recognized for her innovations in upcycled jewelry and accessories. With the creation of SureShot™ she has done it again.

“SureShot™ is the only patent pending, copyrighted jewelry collection of its kind in the U.S. and the first of its kind to hit the market,” noted Jansen, “It features a full line of jewelry and accessories for men and women. Our designs feature genuine casings of all gauges and all brands, such as Winchester and Remington. The line also encompasses our already existing bullet casing jewelry and accessories."

Jansen's inspiration for SureShot™ came from her own passion for the outdoors. Affectionately called “Annie Oakley” by her father as a young girl, Jansen appropriately named the collection, recalling that Annie Oakley was labeled “Little Sure Shot” by Chief Sitting Bull for her exceptional sharpshooting abilities in the 1860s.

“As individuals, I believe we have a need to adorn ourselves in ways that celebrate our passions and interests,” said Jansen. “I saw nothing in the jewelry market that accomplished this for hunting and shooting aficionados in an exciting, fashion forward way, so I took the lead.”

SureShot™ caters to gun owners, hunters, shooters and outdoorsmen of both genders. It also appeals to rockers, bikers and those who appreciate the unique and trendy. “Just about anyone can find something appealing in the SureShot™ collection,” laughed Jansen.    

The Sure Shot collection has already been successful in its soft launch around the country and Jansen believes it will soon become a lifestyle brand.

The most popular pieces to date are the shotgun casing cuff bracelets, both in the metal and the leather styles, which are a must have for men and women looking to emulate a hot runway trend, and the “Shot Through the Heart” necklace, which features a solid heart-shaped medallion mounted with a genuine shotgun casing and flanked by both a heart and pistol charm.

One of the biggest fans of SureShot™ is celebrity chef and author Georgia Pellegrini, a/k/a “The Girl Hunter,” who has worn pieces from Jansen's collection during appearances on Jimmy Kimmel Live and Fox News. Pellegrini also includes SureShot™ jewelry in the celebrated gift bags she gives to participants in her popular “Girl Hunter Weekends.”

Also of note, in partnership with The Artisan Group, select SureShot™ pieces will be showcased and gifted to the biggest names in country music backstage at The 46th Annual CMA Awards taking place October 29 – November 1, 2012 at the Bridgestone Arena in Nashville, TN.

“The collection speaks heavily to the country western market and I could have gifted any piece,” said Jansen. “But cuffs being the hottest accessory, I decided on both our “12 Gauge Shotgun Casing Steampunk Inspired Winged Cuff Bracelet”, our “12 Gauge Shotgun Casing and Star Concho Leather Cuff,” and our signature “Lone Star Earrings” for the display.

For the celebrity gift bags, our “20 Gauge Shotgun Casing Dangle Earrings” and “410 Gauge Lone Star Shotgun Casing Earrings” were the main picks.” SureShot™ pieces are also being gifted to 35 members of the press and media. Prior to this event, SureShot™ was also showcased and gifted at the 2012 Primetime Emmy Awards in Hollywood, CA.

SureShot™ is available online, at select juried fine art fairs in Missouri and Illinois and at gun/tactical shops, gun clubs, and high-end boutiques around the country, with new retailers signing on weekly.

To learn more about Key of A® and SureShot™, please visit the website. Like SureShot™ on Facebook.

Key of A® ( is a St. Louis based jewelry and accessories company that specializes in upcycling vintage and re-found objects into a full line of fashion forward designs for both men and women. Anne Jansen, Founder, is a 30 year artist and has always been a creative visionary when it comes to transforming the “old” into the “new.”

In keeping with her trash to treasure nature, Anne presents her newest line called SureShot™, the only patent pending/copyrighted jewelry collection of its kind in the US. Working with spent shotgun casings, Anne is turning “armament” into “ornament,” making this unlikely component the centerpiece of an 85 piece rustic and hip jewelry collection. All SureShot™ pieces are authentic, handcrafted and made in the U.S.A.

The first “CMA Awards Banquet and Show” was held in 1967. The following year, the CMA Awards was broadcast on NBC Television for the first time—making it the longest running, annual music awards program on network television. The Awards aired on NBC through 1971, on the CBS Television Network from 1972 through 2005, and has aired on ABC since 2006. ABC will be the network home of the CMA Awards through 2021.

Watch The 46th Annual CMA Awards LIVE on November 1 at 8p/7p Central on ABC.

The Artisan Group™ ( is an elite art promotions group representing talented small-business artisans at the best celebrity gift lounges. The organization provides a collective sampling of handcrafted products to celebrities and members of the press at top luxury gift lounges such as those leading up to The Academy Awards, The Golden Globes, The MTV Movie Awards and The Primetime Emmys. Membership in The Artisan Group is juried and by invitation only. The Artisan Group also offers its members guidance in the areas of sales, marketing, social media and public relations.

For press inquiries regarding The Artisan Group, please visit or email press (at) theartisangroup (dot) org.

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