Jewellery Between Product and Experience: Luxury …
7
2 A Renewed Sustainable Tradition
Luxury should tell about excellence, the highest outcome of the production process,
and luxury products stained by the burden of the environmental or social burden cannot be considered as exclusive or desirable [2]. Environmental and social awareness
cannot but be part of the production and distribution strategies of companies in the
sector.
There are several options for promoting sustainable models: from the smart use of
resources to the reduction of the impact on the environment, from the fair remuneration of workers and the safety of working environments to circular production systems
where waste is minimized avoiding to end products in landfills, from safeguarding
traditional heritage to fostering the research on new biocompatible materials. In this
perspective of process optimization, even in the context of traditional craftsmanship,
innovation is essential to reduce the waste of materials and resources.
The goldsmith world has become aware of the need for a reflection on sustainability, a central theme of contemporary thought and future development. In fact,
according to some recent research that analyses purchasing behaviour—including
‘La sostenibilità cattura Millennials e GenZ’ (‘Sustainability captures Millennials
and GenZ’) by Pwc Italia and the Ipsos survey for the 2018 edition of the CSR Show
and social innovation—the topic of sustainability is central for young consumers.
According to the data, consumers are willing to pay an average of 10% more for
guaranteed sustainable and quality products.
The following are some case studies of best practices in the field of jewellery.
The analysis takes into consideration both independent designers and established
brands that are consciously pursuing the path of sustainability as a positive challenge,
able not only to respond to consolidated consumer needs, but also to offer new
opportunities for responsible innovation through respect for tradition, human and
environmental resources.
2.1 Respecting Diversity and Traditions
In an increasingly standardized global system, cultural diversity is a universal value
that must be defended, favoured and preserved (Universal Declaration on Cultural
Diversity, Paris, 2 November 2001).
Some realities start from the recovery of the local manual making, of the artisanal practice. Ancient traditions, destined to disappear in the negative effects of
globalization, are reviewed in a modern key, allowing not only the revival of techniques and aesthetic models, but also the disclosure of knowledge, conservation and
dissemination.
This is the case of Madreforme by Carla Riccoboni. The jewellery collection
belongs in all respects to the territory of origin, both in the genesis of the events
and in the ability to transfer the values of tradition into contemporary aesthetics.
7
2 A Renewed Sustainable Tradition
Luxury should tell about excellence, the highest outcome of the production process,
and luxury products stained by the burden of the environmental or social burden cannot be considered as exclusive or desirable [2]. Environmental and social awareness
cannot but be part of the production and distribution strategies of companies in the
sector.
There are several options for promoting sustainable models: from the smart use of
resources to the reduction of the impact on the environment, from the fair remuneration of workers and the safety of working environments to circular production systems
where waste is minimized avoiding to end products in landfills, from safeguarding
traditional heritage to fostering the research on new biocompatible materials. In this
perspective of process optimization, even in the context of traditional craftsmanship,
innovation is essential to reduce the waste of materials and resources.
The goldsmith world has become aware of the need for a reflection on sustainability, a central theme of contemporary thought and future development. In fact,
according to some recent research that analyses purchasing behaviour—including
‘La sostenibilità cattura Millennials e GenZ’ (‘Sustainability captures Millennials
and GenZ’) by Pwc Italia and the Ipsos survey for the 2018 edition of the CSR Show
and social innovation—the topic of sustainability is central for young consumers.
According to the data, consumers are willing to pay an average of 10% more for
guaranteed sustainable and quality products.
The following are some case studies of best practices in the field of jewellery.
The analysis takes into consideration both independent designers and established
brands that are consciously pursuing the path of sustainability as a positive challenge,
able not only to respond to consolidated consumer needs, but also to offer new
opportunities for responsible innovation through respect for tradition, human and
environmental resources.
2.1 Respecting Diversity and Traditions
In an increasingly standardized global system, cultural diversity is a universal value
that must be defended, favoured and preserved (Universal Declaration on Cultural
Diversity, Paris, 2 November 2001).
Some realities start from the recovery of the local manual making, of the artisanal practice. Ancient traditions, destined to disappear in the negative effects of
globalization, are reviewed in a modern key, allowing not only the revival of techniques and aesthetic models, but also the disclosure of knowledge, conservation and
dissemination.
This is the case of Madreforme by Carla Riccoboni. The jewellery collection
belongs in all respects to the territory of origin, both in the genesis of the events
and in the ability to transfer the values of tradition into contemporary aesthetics.