56 | JNA July/August 2022 MARKET INTELLIGENCE Marangon of Nanis is likewise optimistic about the continued success of Italian jewellery manufacturers. Major brands have contributed to the so-called “brandisation” phenomenon, paving the way for Italian handmade jewellery to gain more traction in overseas markets, he remarked. Branding lends credence to a jewellery company as a reliable source of top-quality goods and services. Aude Mathon, CEO of French jeweller Mathon, said creating a certification label like “Joaillerie de France” alongside a hallmark has proven its value for the company over time. This functions as a stamp of excellence to guarantee that an intricately designed and well-crafted jewellery piece can be enjoyed by many generations. She noted, “Consumers today still love the idea of passing down a beloved jewellery piece to future generations. But their preferences have changed. They have become partial to artisanal products made with a heart.” To meet modern buyers’ evolving needs, Aude said she is planning to invest in innovation, as well as educating and training young people on jewellery-making techniques such as lacquering, crimping, polishing and engraving, to name a few. Digitilisation is also crucial. “Our American partner, Gerard Riveron, had the intuition to go ‘phygital’ as early as five years ago. His e-boutique represents only small French brands. He organises functions where guests can view and experience the jewellery. Sales eventually happen online. His long experience with trunk shows inspired him to try this approach,” shared Aude. Prospects in Asia Some European jewellers are looking to Asia to spur growth in the jewellery sector. According to Maria Carola Picchiotti, marketing manager at Italian jeweller Picchiotti, the industry expects Covid-challenged Asian markets to improve by mid-October this year. Marangon of Nanis meanwhile said entering the Chinese market could present a few challenges for some European jewellers – from meeting the demand of Chinese consumers to getting noticed and trusted as a smaller, niche brand. On the other hand, Nanis has had a robust relationship with the Japanese market for decades, added Marangon. The Asian market has also undergone tremendous changes over the years, Aude of Mathon revealed. These include the emergence of social media platforms and influencers as well as digital marketing. “We are working on an e-boutique integrated into our website, which will open by the end of the year. Customisation, personalisation and a tailor-made shopping experience should give Asia and other markets the full Mathon experience,” noted Aude. Gaspard of Akillis revealed that her company is likewise eyeing growth prospects in Asia while aiming to strengthen its presence in the European, Middle Eastern and US markets. Doralia’s Brustia, for his part, acknowledged that product quality and reputation have become important considerations for the Asian consumer. As such, opportunities for European jewellers, known in the trade for their exquisite craftsmanship and creativity, abound in the Asian market. Jewellery campaign by Akillis Akillis的珠宝宣传企划 ‘Transformista’ bracelet in 18-karat gold and diamonds by Nanis Nanis的Transformista 18K金镶钻手链
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