The Value of Communications

The value of communications in jewelry has always been a very delicate topic, but it is never treated with the attention that it deserves. We know all too well that the cultural legacy of this industry, its ties to traditional values that seem to have disappeared, the evolution – or as we’ve heard repeated many times over the last few days, the “revolution” that has exploded in the luxury world, first and foremost in jewelry – means that the direction to take is not so clear. There is hesitation and fear to “stray from the old path and take a new one,” there is uncertainty given the bigger economic picture, which is certainly not encouraging. This is all completely understandable. Opening up to what’s new in communications, focusing on the need to truly reach customers (old and new, young and not so young), embracing new tools by understanding their great power in terms of business development – all of this must take place faster than the current pace. Because when we talk about new ways of communicating, the need to modernize and making visual elements more contemporary in order to showcase jewels through images, valuing the histories and products from companies, we need to have the courage to really break out. We need to understand that coming up with new ways to communicate about jewelry does not negate the heritage of the company, does not negate the traditions that will continue to be a calling card – all of it shares the spirit, the mentality and characteristics of these important elements. During these days of the show, with our VO+ editorial platform, which celebrated 35 years last year, we are eyewitnesses to this process of evolution. With the right aesthetic balance, the ability to inform and go in depth on the themes of the future, without betraying all of that know-how that has always been a  part of the jewelry world, we speak to our readers in a new, bold way. We are really pushing forward but without turning things upside down, alarming or being “disruptive.” It’s simply about going beyond in a way that makes inclusion a leit-motif.