Items inspired by Mel Gibson's The Passion of the Christ prove profitable for Christian merchants - Isaiah 53:5

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Isaiah 53:5 - Passion pays

• Christian Pop Culture

St. Mel's Passion movie continues to be a powerful force in Christian capitalism. A quarter-million bits of these bits of Christian jewelry have been sold.

Pewter nail pendants, inscribed on the side with "Isaiah 53:5" (the verse that opens the film) and hung from leather cords, are selling out across the country.

They're most popular among 13- to 25-year-old males, said Dwight Robinson, marketing director for the pendants' maker, Bob Siemon Designs of Southern California, one of the companies licensed by Gibson to produce items promoting the film.

"A lot of younger people out there are looking for a way to express their faith in a unique way," Robinson said.

`Passion' in fashion

Richard Evans Lee
April 06, 2004 • Permalink
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