High Karat Marketer

People increasingly discover jewelry online, research it through search, and let social media shape their choices. Yet the final decision often still happens in person, with the product in hand and a trusted jeweler nearby.

In High Karat Marketing, Antonio Brusca talks with Marilyn Cicoria, Marketing Director at DESMOS Jewels, about what this tension means for brands trying to build relevance, generate demand, and grow across international markets.

The conversation starts from a simple point: there is no single “jewelry customer”. The same person may buy a piece as an investment, a gift, a personal reward, or the symbol of an important moment. As the value of jewelry has increasingly moved beyond materials toward meaning, identity, and personal significance, so has the way brands communicate and go to market.

Marilyn and Antonio discuss the growing role of digital discovery, the continuing importance of physical retail, and the jeweler as a key influence on the purchase. They also explore the difference between generalist and specialist brands, the pressure to be present across too many channels, and why choosing where to compete can matter more than trying to be everywhere.

The conversation then moves across borders: how to keep a recognizable brand identity while adapting copy, visual codes, formats, and storytelling to different cultural and commercial contexts, and how distributors can accelerate market access while also increasing the distance between the brand and the customer.

A recurring theme runs through the episode: building a brand matters, but staying close enough to the market to keep learning from it matters just as much.
Language: Italian
Duration: 45 mts