INTERVIEW – Webinar by Paola De Luca to focus on ways forward through crisis


March 26, 2020 – Paola De Luca, a well-known Creative Director and Strategist who has presented jewellery analysis at trade events around the world, will give a free webinar on Jewellery Outlook on Monday, March 30, 2020, entitled “CRACKS: Reshaping the Global Jewellery Industry”, looking at how the jewellery business has changed through the crisis and the best ways forward, including product trends and online strategies. Paola here gives a few insights to Jewellery Outlook Editor David Brough.

Please pre-register via this link: Outlook with Paola Webinar

in order to join the webinar, “CRACKS: Reshaping the Global Jewellery Industry”, at 11 am UK time on Monday, March 30, 2020.

Paola De Luca

Paola, what will be the key focus of your webinar?

I will discuss how the current crisis will reshape the future of the jewellery business. This is a public service broadcast for the global jewellery industry on Jewellery Outlook.

I will discuss how the closure of brick-and-mortar jewellery shops – from the UK to Italy and India — will lead to big shifts in digital marketing, and I will give a glimpse of key trends and product and consumer directions.

Who should join the webinar?

I want the webinar to be highly interactive and I will welcome questions. Anyone who works in the global jewellery — or luxury — trade will be welcome to join, whether they work in a small independent retail shop or for a great international house like Cartier or Van Cleef & Arpels.

How will the global jewellery landscape change due to coronavirus?

My talk is called “CRACKS” because it is inspired by the fault lines that disrupt the Luxury industry as it evolves in new directions across global society.

There will be a fundamental reshaping of the industry. Those with the most focused and comprehensive digital and social media marketing strategies will survive and flourish. Old brick-and-mortar style business models will need to rapidly gear up their digital strategies to reach out to people who are locked down at home.

While there will be less immediate demand for jewellery at the height of this crisis, as people will be focusing on their families’ health, I predict that as the crisis ends, there will be a burst of pent-up demand for jewellery.

People will appreciate the reassurance and emotional well-being that jewellery gives.

I wish to instil a strong sentiment of hope as things will get better – the industry will restructure, and will need to step up storytelling and powerful emotional messages to consumers.


Paola De Luca is head of The Futurist, a luxury market intelligence agency. She is the Founder of the Trend Vision Jewellery & Forecasting independent observatory of IEG, Italy.

Paola has over 20 years’ experience as a leading luxury and jewellery industry creative director and strategist. She is well-known for her public speaking at trade events and for spearheading editorial projects, such as her latest book published by Rizzoli: “Farah Khan: A Bejewelled Life.”