With just under 11 weeks until the 2024 CIBJO Congress in Shanghai, the first pre-congress Special Report has been released. This report highlights the jewellery industry’s crucial role in promoting universal values like love, friendship, and peace. Prepared by the CIBJO Marketing and Education Commission, led by Jonathan Kendall, the report outlines steps to ensure that jewellery continues to represent these enduring ideals.
Kendall emphasizes the importance of jewellery in today’s world, where messages can be fleeting. He notes that while the world changes rapidly, jewellery remains a constant reminder of the deeper connections that unite people. “Jewelry invites us to see beyond its glittering surface, revealing a profound link to the values that bind us together,” Kendall writes.
To address this evolving challenge, Kendall calls for innovation in creating iconic pieces that appeal to modern consumers while embodying love and peace. “We have the opportunity to design statement pieces that symbolize global peace and harmony,” he notes. “This requires creativity, craftsmanship, and a deep understanding of the symbols that reflect humanity’s desire for unity.”
However, Kendall points out that innovation alone is not enough. He stresses the need for a comprehensive marketing strategy that combines modern digital platforms with traditional media. “Our marketing efforts should aim not just to sell jewellery but to engage consumers in a global movement towards love and peace,” Kendall asserts.
The report also highlights the importance of ethical practices within the jewellery industry. “By adopting conscious practices and meaningful engagement, our industry can foster positive change,” Kendall writes. “The true value of jewellery lies not only in its beauty but in its impact on the world, both internally and externally.”
As the CIBJO Congress nears, this Special Report sets the stage for discussions on how the jewellery industry can continue to promote and embody the best of humanity.
