18
A. Cappellieri et al.
of Chopard, which has co-created designs with the likes of Marion Cotillard and
Cate Blanchett.
At the same time, more and more platforms are being created, both real and
digital, dedicated specifically to the theme of sustainability and its intertwining with
the worlds of luxury. An example can be Eluxe Magazine, the world’s first-ever
publication fully dedicated to sustainable luxury. It is a quarterly published paper
magazine and a daily updated digital publication based in London, dedicated to
showcasing luxury brands that demonstrate a strong commitment to good ethics and
environmental sustainability.
If the examples cited so far, however, see as the final user mainly the consumer,
there are, on the other hand, also ‘listening areas’ for professionals. In these areas, all
the activities involving the actors of the supply chain are presented. One example is the
Responsible Sourcing Blue Book produced by CIBJO, which provides a framework
and guidance for ethically sourcing gems and precious metals responsibly in the
jewellery sector. Or the Responsible Jewellery Council helps companies of all sizes,
throughout the jewellery supply chain, meet the rising ethical demands of peers,
consumers, financial institutions and civil society.
It does so by providing a clear set of standards—the RJC ‘Code of Practices’—
which is verified through a third party, independent, certification process. Adoption
and adherence with the RJC’s Code of Practices presents a pathway for companies to
address sustainability best practices and align with the 17 United Nations Sustainable
Development Goals.
4.2 Mutual Interest
The second phase, after listening, is the creation of a conversation. The actors involved
in the communication are both active parts. Because of the leading role, social media
have nowadays luxury fashion consumers which require an interactive approach from
brands. This is high contrast with the past single-sided selling strategy, needs and
demands of consumers are becoming a pillar on which to build the approach to the
market. On the basis of that, social media is thought to be a great way for luxury brands
to gain information about market needs from customers themselves [12]. Social
media created the necessity for luxury fashion brands to move from very traditional
advertising strategies to SMM (social media marketing). This latter approach is more
of slow-building, delivering solutions, generating curiosity and seeking feedbacks
for a continuous improvement of goods, services and customer relationships. Indeed,
social media can act as a great deliverer of the luxury dream, a pillar of the whole
industry. This because through platforms like Instagram, Facebook, Snapchat and so
on companies can communicate a lot with potential customers and fans, utilizing all
the tools and features of those websites.
The conversation about the theme of sustainability in jewellery is now very heated.
Just open Instagram and look for the hashtag #sustainable jewellery to see that it
appears in 75.8 K post, the hashtag #ethical jewellery in 120 K post, #recycled gold
A. Cappellieri et al.
of Chopard, which has co-created designs with the likes of Marion Cotillard and
Cate Blanchett.
At the same time, more and more platforms are being created, both real and
digital, dedicated specifically to the theme of sustainability and its intertwining with
the worlds of luxury. An example can be Eluxe Magazine, the world’s first-ever
publication fully dedicated to sustainable luxury. It is a quarterly published paper
magazine and a daily updated digital publication based in London, dedicated to
showcasing luxury brands that demonstrate a strong commitment to good ethics and
environmental sustainability.
If the examples cited so far, however, see as the final user mainly the consumer,
there are, on the other hand, also ‘listening areas’ for professionals. In these areas, all
the activities involving the actors of the supply chain are presented. One example is the
Responsible Sourcing Blue Book produced by CIBJO, which provides a framework
and guidance for ethically sourcing gems and precious metals responsibly in the
jewellery sector. Or the Responsible Jewellery Council helps companies of all sizes,
throughout the jewellery supply chain, meet the rising ethical demands of peers,
consumers, financial institutions and civil society.
It does so by providing a clear set of standards—the RJC ‘Code of Practices’—
which is verified through a third party, independent, certification process. Adoption
and adherence with the RJC’s Code of Practices presents a pathway for companies to
address sustainability best practices and align with the 17 United Nations Sustainable
Development Goals.
4.2 Mutual Interest
The second phase, after listening, is the creation of a conversation. The actors involved
in the communication are both active parts. Because of the leading role, social media
have nowadays luxury fashion consumers which require an interactive approach from
brands. This is high contrast with the past single-sided selling strategy, needs and
demands of consumers are becoming a pillar on which to build the approach to the
market. On the basis of that, social media is thought to be a great way for luxury brands
to gain information about market needs from customers themselves [12]. Social
media created the necessity for luxury fashion brands to move from very traditional
advertising strategies to SMM (social media marketing). This latter approach is more
of slow-building, delivering solutions, generating curiosity and seeking feedbacks
for a continuous improvement of goods, services and customer relationships. Indeed,
social media can act as a great deliverer of the luxury dream, a pillar of the whole
industry. This because through platforms like Instagram, Facebook, Snapchat and so
on companies can communicate a lot with potential customers and fans, utilizing all
the tools and features of those websites.
The conversation about the theme of sustainability in jewellery is now very heated.
Just open Instagram and look for the hashtag #sustainable jewellery to see that it
appears in 75.8 K post, the hashtag #ethical jewellery in 120 K post, #recycled gold