CIBJO has launched its first pre-Congress Special Report ahead of its 2023 CIBJO Congress which will be held in Jaipur from October 3 to 5. The report chronicles the changes in jewellery marketing and emphasises the importance of storytelling and sustainability.
CIBJO’s Marketing and Education Commission unveiled the report under the leadership of Jonathan Kendall, the Gem and Jewellery Export Promotion Council announced on its website. The report aims to provide insights for the future of jewellery marketing to enable businesses to better connect with their customers and cater to their tastes.
According to the CIBJO report, marketing in the jewellery industry has evolved significantly over the past five decades. Where before, opulence and luxury were the main selling points, today marketing campaigns need to emotionally resonate with consumers, according to the report.
Modern jewellery marketing needs to establish personal connections and highlight sustainable practices in the business, according to Kendall. Storytelling remains an integral part of jewellery marketing but now there stories need to feel relatable to shoppers, read the report.
CIBJO stands for the Confédération Internationale de la Bijouterie, Joaillerie, Orfèvrerie des Diamants, Perles et Pierres. The French is translated as ‘The World Jewellery Confederation’ and the organisation is headquartered in Bern, Switzerland. The organisation works to represent and advocate for the interests of all persons and businesses involved in jewellery, gemstones, and precious metals, from mine to marketplace.
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