Jewelry industry

The Italian jewelry industry launches a large-scale marketing effort in the United States

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The Italian jewelry industry launched a big breakthrough in the North American market with its first-ever exhibition and workshop under the banner “The Manifesto of Italian Jewelry”.

A total of 46 Italian jewelry makers took part in the event, which was held from May 18 to 20 at the New Italy Squarean event space and showroom in New York dedicated to the Italian food, design and fashion industries.

According to organizers, around 300 buyers attended the three-day event, including representatives from Neiman Marcus, Bergdorf Goodman and Zales. It even attracted buyers from London.

The event opened with a press conference and networking dinner followed by two days of workshops and product tours with manufacturers’ representatives to explain their offerings to US industry buyers and journalists. jewelry. The companies present at the event represented the four main centers of jewelery in Italy: Vicenza, Valenza, Arezzo and Torre del Greco, as well as companies from other regions of the country.

While jewelry companies represent a variety of materials, styles and techniques, the bond that unites this group is the dedication to Italian design and craftsmanship and the “Made in Italy” merchandise mark indicating that a product is entirely planned, manufactured and packaged in Italy. . These characteristics are recognized worldwide for its uniqueness and high quality of design and manufacture. These companies are not well known, but they create many of the gems that fill store shelves in the United States and around the world. They combine historical craftsmanship with high-tech techniques (Italy is also known for its high-tech jewelry making machinery).

Antonio Laspina, Consul General of Italy to the United States, said the Italian Jewelry Manifesto is just the beginning. Commercial and consumer events will take place in the Piazza Italia space and throughout the country. Laspina particularly noted South Florida, Texas and Arizona as key locations for future events.

This project is a massive undertaking fully funded by the Italian government, supporting Made in Italy manufacturers worldwide. This event is the result of a collaboration between the Italian Trade Agency in the United States, FEDERRAFI (the Italian Federation of Gold, Silver and Jewelry Producers) and the Italian Ministry of Foreign Affairs.

North America has always been a long-standing and vital market for the Italian jewelry industry. However, during the coronavirus pandemic (and probably because of it), the region has once again grown to become Italy’s biggest jewelry market.

Paola DeLuca, a well-known trend forecaster in the jewelry industry, said in an interview after the event that the main reason is both the increase in the number of American consumers buying Italian jewelry and the evolution of the retail landscape, forcing manufacturers to interact. with consumers and the jewelry trade more directly.

During the press conference, this growth in consumer demand was highlighted by Claudia Piaserico, president of FEDERRAFI, saying that sales of Italian jewelry in the United States in 2021 totaled almost 1.3 billion euros, or 16% of all Italian jewelry exports.

“North America is again the top export market for Italian jewelry as it was in the 90s,” said DeLuca, who organized the makers and led marketing and communications efforts for the event. “It’s a love story that began many years ago in America and continues and grows stronger in 2022 and beyond.”

DeLuca says the timing of the North American marketing push coincides with this increased spending on Italian jewelry and a new attitude among people due to the coronavirus pandemic.

“People are willing to spend because they want to feel good about themselves. They invest in leisure and luxury,” DeLuca said. “The pandemic has changed our perception of life and values ​​and so people are investing again in jewelry and good design and so this is a time when entrepreneurs and business people are investing and consumers are reacting.”

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