Brands Driven By Real Collaborations Beyond Mere Brand Ambassadorships

(gemkonnect.com) - The spirit of partnership has always had a part to play in the jewellery industry, especially between designers, goldsmiths, gem-setters, polishers and the whole manufacturing stream. But today, a new breed of collaborations between brands, manufacturers and celebrities has created an interesting balance, leading to greater ‘future-proofing’ potential for the jewellery industry. Of course, collaborations between big names and big brands in the jewellery sector have been done before. But, what makes this latest breed different is the way in which famous faces are expected to do more, say more, and act more than just a brand ambassador plastered on billboards. Think Lady Gaga and Tiffany & Co., and more recently Rihanna and Chopard as two interesting fine jewellery examples. The rise of digital means that it takes more than just a signature on the bottom of a magazine advert to convince customers that a ‘genuine’ collaboration is being presented. This authentic partnership is what millennials are looking for, not just the obvious transaction of millions of dollars from brand to celebrity.