Reaching the world: digital marketing for jewelry in the era of new markets

Generational and geographical strategies to compete in global markets

Luxury sells on desire. In a global market reshaped by new geographies, by artificial intelligence learning to shop on our behalf, and by consumers increasingly demanding brand authenticity, Italian jewelry companies need to use digital tools in ways that address these new complexities.

This seminar presents a thoughtful selection of the main digital marketing trends, organized along two parallel perspectives: generations, from Gen Z, who inhabit their own digital spaces and reject artificial scarcity, to the Silver Economy, a fast-growing premium segment that wants authentic stories and practical advice, and geographic markets, focusing on the USA, Europe (France, Switzerland) and new emerging frontiers, each with their preferred platforms, expectations, and trust dynamics.

Topics covered include: the rise of AI in product search and e-commerce, sustainability as a tangible and measurable value (not just a narrative), craftsmanship as a competitive advantage in the era of AI-sameness, the little treat culture, the comeback of email marketing as an extremely high ROI channel, and consumers' growing crisis of trust toward brands.

An operational update based on data from the most authoritative international sources, for businesses that want to transform market knowledge into effective and measurable digital presence.

Speaker:

Laura Biason, General Director of Club degli Orafi Italia

Event in Italian - no simultaneous translation provided