专题报道 JNA May/June 2022 | 11 NFTs are playing a crucial role in the transition from universe to metaverse. These NFTs – watches or jewellery – become collectors’ items because of their unique story. People want to buy a story, an experience. – Erik A. Jens Brands are taking notice of the massive business potential of NFTs. Data from market tracker DappRadar showed that NFT trades reached more than US$23 billion in 2021 and US$12 billion in the first quarter of 2022 alone. Apparel giant Nike, Inc recently bought RTFKT Studios, a virtual company that makes NFTs and shoes for the metaverse. According to Nike, the acquisition accelerates its digital transformation as it plans to provide virtual products and experiences and extend its metaverse footprint. Other big brands like Coca-Cola, Gucci and Adidas have likewise dipped their toes into NFT waters. The luxury jewellery and watch industry is also catching up to the NFT phenomenon. In December last year, coloured gemstone expert Gemfields introduced “The Chipembele Crash,” a series of six distinctive rhinoceros avatars made of photographed inclusions from the 7,525-carat Chipembele emerald, which is Gemfields’ largest top-quality emerald to date. Proceeds from the sale will go to the North Luangwa Conservation Programme to support efforts to protect black rhinoceros in Zambia. Each NFT comes with a proof of donation. Multi-awarded jewellery artist Reena Ahluwalia meanwhile blazed a trail in the diamond trade when she unveiled her first foray in the metaverse – a series of truly exceptional diamond art NFTs, which are now hosted on the NFT marketplace, OpenSea. Payal Shah, the creative mind behind luxury jewellery brand L’Dezen, likewise launched a hybrid NFT that consists of both physical and digital versions of a bespoke pair of diamond earrings. Bulgari most recently presented Octo Finissimo, the world’s thinnest mechanical watch, with a US$440,000 price tag. It comes with an exclusive NFT artwork accessible through a QR code engraved on the barrel cover. When scanned, this reveals the story behind the making of the watch. The NFT attraction In an interview with JNA, Ahluwalia, who received a Guinness World Record for her diamond painting on the dial of the Mudan diamond watch by Coronet, highlighted the historical significance of her NFT initiative since it is the first of its kind in both the NFT and diamond space. “The digital artworks are my hand-painted diamonds that I digitised to reveal their power, symbolism and more importantly, characteristics that connect to our own individual spirit,” explained Ahluwalia. The collection includes ultra-rare edition, 1 of 1 alongside limited editions, 10 of 10. Proceeds from the sale will benefit Jewelers for Children Charity to aid young victims of catastrophic illnesses, abuse or neglect. NFTs appeal to the inherent desire of humans to collect items that resonate with their personal beliefs and aspirations. “With NFTs, those who invest in physical jewellery or diamonds can now collect and own digital jewellery and diamonds and have an immersive 3D experience in the metaverse,” she added. Diamond NFTs are also being viewed as the first digital asset that is as “forever” as a real diamond, said Jonathan Kendall, founder and CEO of start-up Diamonds4crypto.com and co-founder of blockchain service provider Diamond Ancestry. The 'Ocean' green-blue diamond art NFT from Reena Ahluwalia’s DIAMOND-VERSE NFT series 这幅"海洋"绿蓝色钻石NFT加密艺 术品，来自Reena Ahluwalia的DIAMOND-VERSE NFT系列
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