As the countdown to the 2023 CIBJO Congress in Jaipur, India, enters its final phase, the CIBJO Marketing and Education Commission, under the leadership of Jonathan Kendall, has unveiled the first pre-Congress Special Report. The report delves into the dynamic changes that have transformed the landscape of jewellery marketing and offers valuable insights for the industry’s future.
Over the past five decades, the jewellery sector’s marketing strategies have undergone a significant shift, moving away from simply promoting opulence and luxury. Instead, there has been a notable transition towards a more inclusive and emotionally resonant approach.
According to Kendall, modern marketing campaigns now prioritise personal connections, authenticity, and sustainability, aligning with the evolving values and priorities of consumers.
The key to success in jewellery marketing lies in comprehending consumer preferences, staying abreast of market trends, and leveraging technological advancements. Emphasising the importance of storytelling, forging meaningful partnerships, embracing an omni-channel approach, and offering personalised experiences, both retailers and brands can establish enduring connections with their target audience.
The CIBJO Marketing and Education Commission President also provided a glimpse of the upcoming launch at the CIBJO Congress—the CIBJO Academy. This novel initiative aims to disseminate industry best practices and procedures, using the CIBJO Blue Books as the primary source material. Participation in the CIBJO Academy and its educational programs will grant attendees recognition as certified “Jewellery Industry Professionals” by CIBJO.