Some Christian jewelry suppliers have received a spike in interest and sales in the wake of a media flap over the recent MTV Video Music Awards (VMA) when the Jonas Brothers were ridiculed for wearing purity rings.

British comedian and host Russell Brand poked fun at the pop sensations for more than half the Sept. 7 show over their vow not to have sex before marriage, marked by the purity rings they wear. The group's name comes from the three sons of Kevin Jonas, a former Assemblies of God pastor who is one of their managers.

Lisa Moyer, co-owner of the Allentown, Penn.-based Cornerstone Jewelry Designs, told Christian Retailing that her online jewelry boutique "definitely noticed a large increase in both sales and traffic" after the VMAs.

"We think it's great that Christian celebrities are making known their beliefs even if it causes them to be ridiculed," said Moyer, whose 18-month-old business with her partner, Kristine Zollers, specializes in purity rings. "It gives other kids a strong message that it's OK to stand up for what you believe in, even if it's not mainstream."

Gary Duane, operations manager of WAITT (Wanting An Individual To Trust) Purity Rings, located near Portland, Ore., told Christian Retailing that the controversy "sparked interest in a lot of folks." "We've had inquiries from the media," he said. "There's been a great deal of secular interest."

Laura Lung, president of Bob Siemon Designs, said purity rings have always been "a very strong product category" for the California-based gift and jewelry company. "Back to school is a time when purity programs start to run in many schools and churches," she said. "This year we have seen a significant increase in these programs. I am not sure that the MTV/Jonas Brothers (flap) has impacted our sales, but it has been a great month for purity product in general."