With only a few weeks until the commencement of the CIBJO Congress in Shanghai, China, on November 2, 2024, the first of the pre-Congress Special Reports has been released. The CIBJO Marketing and Education Commission, led by Jonathan Kendall, prepared the report, which evaluates what needs to be done to ensure that jewelry remains the ultimate expression of love, friendship, and peace.
“As we stand at the confluence of tradition and innovation, the role of the jewellery industry in expressing and promoting these universal values becomes ever more significant,” added Kendall. “In a world full of ephemeral messages and moments, its eternal character is a beacon of hope and continuity. It invites us to go beyond the surface and discover a deeper connection to the principles that unite us.”
To address the challenge, the industry will need to design iconic jewellery that, as in the past, can match the feeling and consciousness of new consumers, according to Mr Kendall. “In an age where symbols carry the weight of ideologies and views, the jewelry industry has an unprecedented chance to create new statement pieces that represent global peace and harmony. It’s a project that necessitates not only imagination and skill, but also a thorough comprehension of the universal symbols that represent humanity’s innermost desires for peace and harmony,” he wrote.
But more is needed. Marketing requires a multifaceted approach that successfully leverages current digital channels as well as conventional media. “Ultimately, the marketing strategy should aim not just to sell a piece of jewellery, but to invite consumers to be part of a global movement towards love and peace,” commented Kendall.
The ethical integrity of the jewelery is also important. “Through conscious practices and meaningful engagement, the industry has the potential to contribute to a legacy of positive change, proving that the true value of jewelry lies in the beauty it brings to the world, both inside and out,” he wrote.