INSIGHT 睿智角度 24 | JNA March/April 2025 Second-generation jeweller and businesswoman Ruby Autore is carving out a niche for herself in the pearl sector, with authenticity, inclusivity and adaptability at the core of her leadership philosophy. 家族第二代珠宝商人 Ruby Autore 以真诚、包容和灵活多变为领导方针，在珍珠领域闯出一片天。 RUBY AUTORE: Charting her own course towards success 开拓成功之路 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 Ruby Autore, head of Marketing and international jewellery manager of Autore, and founder and creative director of Autore Moda Autore营销主管兼国际珠宝经理Ruby Autore，同时担任Autore Moda创始人及创意总监之位
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