the latest collection from the iconic wiltshire staysharp knives, the mk4 has been named a finalist in the 2011 australian international design awards.
distributed and owned by mcpherson’s consumer products, wiltshire staysharp has been in local homes for over 40 years and long been the only self-sharpening knife available. it has recently been given a makeover with a sleek new design.
julian pidcock, marketing director at mcpherson’s consumer products, says the company is thrilled by the accolade.
"we're very excited to have wiltshire staysharp as a finalist in the australian international design awards,” he says. “it’s such a heritage brand for australia, with an iconic position in the marketplace and great recognition for the people who put so much effort into creating the new product, using the latest technology to bring [the] knife into the 21st century.”
the product is the only knife finalist and up against 127 other brands including dyson, nespresso and sunbeam.
pidcock says the entry process was a detailed but rewarding process.
"we thought we'd bring the new range to the attention of the awards because we're really proud of wiltshire staysharp's history and position in the market, and the latest developments made to its design.
“we sent in samples, outlined our design considerations, details of our marketing and features and benefits. it was assessed by a dedicated panel of leading australian and international design experts.”
awards will be announced friday july 22 at a ceremony in melbourne.
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