Beyond Machinery: Conversations Shaping the Industry

Technology was one of the strongest aspects of the fair.

But OROAREZZO was not only about machines.

The event also opened conversations around consumer behavior, communication, markets, and the future of the jewelry industry through its seminar program.

One of the sessions I attended was:

“Reaching the World: Digital Marketing for Jewelry in the Era of New Markets.” By Laura Biaso

And one idea immediately stood out. Do not overlook consumers over 55 years old.

At a time when many strategies focus almost exclusively on younger audiences and social media, the session highlighted that this segment continues to play an important role within luxury consumption.

Consumers over 55 continue to represent a significant share of wealth, maintain strong brand loyalty, and highly value trust, service, and relationships.

It was also interesting to see channels such as email and Facebook still considered relevant for this audience.

Innovation does not always mean chasing new platforms.

Sometimes it means not abandoning the customers already there.

As someone working between jewelry, marketing, and content, it was interesting to see these conversations taking place within a jewelry fair.

Because behind the products and technology, there are still people, behaviors, and changing markets.

What Happens When Customers Leave Instagram?

Another concept that caught my attention was “Algorithmic Evasion.”

The idea suggested that part of consumer attention is gradually moving toward spaces less dependent on algorithms.

Examples included:

WhatsApp Communities
Substack
Discord
Niche forums

All of them seemed to share something in common:

less algorithm, more proximity, more trust.

And I think this also helps explain the growth of invite-only experiences.

• Private communities.
• Closed events.
• Smaller gatherings.
• Invitation-based launches

Because in a world where people receive more content than ever, closeness becomes valuable again.

One phrase from the session stayed with me:

“Some brands are simply bought. Others are desired.”

And perhaps that difference has a lot to do with community.

People no longer seek only products.

They also seek belonging.