Point of View: Laura Inghirami
How to capture the spirit of time and what the young generations expect from the world of jewelry. The Founder and Creative Director of Donna Jewel explains
«What is happening today is extremely interesting, especially if we move from the edge of jewelry, which still uses a classical language, and take a look at what is going on in the fashion world. Increasingly more frequent co-branding operations fascinate me, like that between Gucci and The North Face, which aims to communicate with a young public interested in sustainability to intercept their orientations and needs. It would be a sign of change if, in jewelry too, similar operations were carried out with top international companies welcoming young designers and artists with deep-rooted values. Let’s look at the recent news from Tod’s group where Chiara Ferragni has been included on the Board. A symbol of successful entrepreneurship thanks to which the Marche-based company will be able to reach a public that it would probably never have reached. The jewelry industry has always been too distant in this because, while desire was previously unattainable, that is no longer true today. Desire lies in the knowledge of the creation process, getting close to the story behind it, authenticity in what you do and what you communicate. Bridging the generational gap (more than the 50% of Gen Z uses social networks to get informed, ed.) is very interesting and jewelry should make an extra effort to capture their attention, understand their values and put its experience at their service. Swarovski’s retail project with Giovanna Engelbert has, in fact, erased this distance between the final customer and the jewelry. Showcases have been replaced by a total immersion in the company’s heritage thanks to an innovative concept that, focusing on history and culture, engulfs you in an unprecedented experience. Then there is another highly important and enormously topical factor. The new generations are not interested in materials as such but rather in the brand’s eco-friendly and sustainable vision, which is no longer a challenge but more of a necessary choice. Lastly, the ever-growing curiosity of the young about history and culture and Marco Panconesi’s creative path is a perfect example. A theatrical approach to conceiving jewelry born from his passion for archeology, interpreted, of course, in an ultra-modern key».
