This article first appeared in the JNA March/April 2025 issue.

Ruby Autore’s entry in the pearl sector signified exciting new changes in Autore, the eponymous vertically integrated South Sea pearl enterprise that her father, Rosario, founded in 1991.

She is now head of Marketing and international jewellery manager at Autore, leading successful campaigns and developments over the past 13 years. Among these was establishing Autore Moda where she is also creative director.

“That is one of my proudest achievements,” shared Ruby. Autore Moda is the group’s pearl jewellery arm focused on producing pieces with a contemporary edge. The goal is to make pearl jewellery more accessible to a younger generation of buyers while maintaining Autore’s signature craftsmanship.

Autore Moda opened its first retail boutique in Sydney’s Double Bay in 2022.

Another pivotal milestone is successful product placements in major TV and film productions including Queen Charlotte: A Bridgerton Story and Industry, with upcoming features in And Just Like That, The Morning Wars and Frankenstein later this year.

“Seeing Autore pearls worn onscreen by influential characters has helped introduce our brand to a global audience in an organic and aspirational way,” explained the company official.

Implementing a digital-first marketing approach is likewise a turning point for Autore. According to Ruby, embracing e-commerce and social media has driven brand engagement and sales while effectively modernising the way pearls are perceived in the market.

These initiatives have had a transformative impact on Autore’s business as international expansion opened doors to new partnerships and further elevated the company’s status in the South Sea pearl industry. Meanwhile, the launch of Autore Moda has broadened Autore’s customer base, allowing the group to cater to both high jewellery collectors and consumers seeking everyday luxury.

Inspiring and empowering

Ruby is a believer in collaborative and empowering leadership. She said, “Creativity thrives in an environment where ideas are encouraged, and I foster a culture of innovation by allowing my team to take ownership of their work while providing guidance and support.”

She regards resilience, empathy and vision as qualities that define a strong female leader. Leading by example also goes a long way in managing a team.

“The luxury market is ever-changing, and staying ahead requires flexibility, problem-solving and a willingness to embrace new ideas. I encourage my team to view challenges as opportunities for growth and to always think strategically,” she added.

Moving forward

Looking ahead, Ruby sees brilliant opportunities in sustainability, innovation and digital transformation in the pearl trade. Autore’s goal is to stay at the forefront of such developments.

Further refining Autore’s sustainable farming practices and ensuring that pearl cultivation aligns with the highest environmental standards are top priorities in the new year, according to Ruby.

The group will also focus on design innovation to reposition pearls as a trendy, fashion-forward luxury piece especially among a younger clientele. “I want to continue challenging traditional notions of pearl jewellery by creating modern, wearable and versatile designs,” remarked Ruby.

As Ruby’s star continues to rise in the pearl trade, she offers useful advice to young women aspiring to make their mark in the industry. An effective female leader believes in her vision, stays curious and is never afraid to challenge the norm, she noted, adding that while rich in heritage, the pearl industry always welcomes innovation and fresh perspectives.

“Most importantly, lead with passion and purpose. Whether you are designing, marketing or managing, your unique perspective is valuable. The future of pearls – and luxury as a whole – will be shaped by those who dare to redefine tradition while honouring its beauty,” shared Ruby.