Amedeo Scognamiglio About Innovation In Jewelry

«The lockdown that was imposed on us this past Spring forced luxury clients to buy jewelry online, further establishing a consumer behavior that had already begun a few years prior. Today, for our brands, Faraone Mennella and Amedeo, the digital world - e-commerce and social media - are fundamental, almost as important as traditional retail but perhaps more important than the wholesale segment. For many companies, entering into the mare magnum of the Internet is a big obstacle because it is costly and is difficult to understand how it works. Though it is undeniable that, today, a jewelry brand should interact with its customers in a direct way, using digital language and all platforms available to go beyond the geographical and time limitations of the old system. Today, our client is an active participant. She knows what she wants and how to look for it, and she is no longer satisfied dealing with “middlemen” because a true luxury experience is being able to interact directly and immediately with the brand or designer. Those that don’t understand it and that don’t stay up with the times,s will eventually die out.»