Getting consumers to make spur-of-the-moment purchasing decisions is one of the reasons behind Rosato’s brand overhaul. Recently purchased by Bros Manifatture, parent company of Brosway, Rosato’s new direction centres on displaying its line of charms as ‘moments of life’ in consumer-friendly upright cases where each piece is in its own lighted window. The displays allow shoppers to see the pieces up close and at eye level. “Jewellery is usually very small, not like shoes or a dress,” says brand manager, Valerio Beleggia. “You need to be able to see it up close to appreciate it.”
Rosato is also moving away from brand ambassadors, which in the past included Liz Hurley and Demi Moore. It sees the tactic as a way of connecting directly with consumers, rather than presenting them with a picture they may not relate to. “Jewellery is about storytelling, not a testimonial. When you see a celebrity wearing a piece of jewellery, you make a connection between the two.”
Making the connection between a celebrity and jewellery is one of the reasons behind the Style of Jolie, a collaboration between Angelina Jolie and private jeweller Robert Procop. Instead of benefiting either, however, proceeds from the sales go toward Jolie’s foundation, Education Partnership for Children of Conflict, which funds education programs for children affected by manmade or natural disasters.
“People recognize Angelina’s charitable work,” Procop tells Jewellery Business. “She doesn’t look at it as just attaching her name to a cause. She goes to those countries and really tries to make a difference. It’s not just an idea for her. Her main goal is to use her name and image to help people.”
Effecting change through sustainable and ethical sourcing also led as a trend among many exhibitors, although making inroads in some areas of the world is more difficult than others. Italian jewellery designer Licia Mattioli says ethical sourcing has come a long way, but more needs to be done to change viewpoints in markets outside Europe and North America. In places where corrupt or ineffective governments operate, roadblocks exist and are difficult to remove.
VicenzaOro ‘Winter’ takes place Jan. 19 to 24, 2013.
