STRATEGY AND DEVELOPMENT OF THE GLOBAL FINE JEWELLERY BUSINESS: REGIONAL COMPARISON FROM A SUSTAINABILITY PERSPECTIVE.

Abstract

The Fine jewelry industry seen from a deeper perspective. The research examines how the luxury jewelry brands have balance to tradition and exclusivity with innovation, and how they adapt to new challenges. It explores the market from within, through the analysis of companies and showing the different strategies that they follow to shape their businesses. Topics such as digital storytelling, blockchain, AI, or lab-diamonds reflect the transparency and innovation that the sector is undergoing. At the end, the study highlights that the future relies on coherence, in order to remain in the market and preserve their authenticity and beauty while embracing change.