The 3 Moves That Decide Who Wins Peak 2025

The Gem

Here's what's happening this week in the world of luxury jewelry marketing:
- Lab grown goes bespoke as Matsuya scales globally.
- Cartier doubles down on DXB travel retail.
- Samantha Prabhu powers Joyalukkas’ global brand push.
- Louis Vuitton Revives Monterey With 188-Piece Release
- Cartier’s nature-coded high jewelry fuels storytelling.

⏱️The 3 Moves That Decide Who Wins Peak 2025

Every brand talks about “winning Peak.” Few actually do. In this short video, Fospha’s Aidan Gadd breaks down the 3 moves that decide who comes out on top in Peak 2025.

👉Watch the video to see the 3 moves

📌WEEKLY MUST-KNOWS

LAB-GROWN STRATEGY AND E-COMMERCE
Matsuya Bets On Bespoke Lab-Grown Diamonds For Growth

Matsuya reported a 30% lift in sales of its custom lab-grown line, Eney Fine, and launched an international e-commerce site to reach buyers beyond Japan. The retailer is positioning lab-grown as premium, made-to-order pieces at accessible price tiers, backed by global trade show exposure. This signals rising demand for ethical, customizable luxury and a shift of high-margin storytelling into lab-grown, impacting department stores, D2C strategies, and suppliers.

TRAVEL RETAIL EXPANSION
Cartier Opens Second Boutique At Dubai International Airport

Cartier opened a second DXB boutique in Terminal 3 Concourse A with Dubai Duty Free, creating a multi-terminal presence alongside its Concourse B store. Travel retail is consolidating around elevated brand environments that capture high-spend international traffic at scale. Airport operators, luxury houses, and concession teams will adjust assortment, VIP services, and cross-terminal media to maximize flow and conversion.

INFLUENCER AND TALENT PARTNERSHIPS
Joyalukkas Names Samantha Prabhu As The New Brand Ambassador
Joyalukkas appointed actor Samantha Ruth Prabhu to front an integrated global campaign, joining Kajol to broaden reach across diaspora and emerging markets. Celebrity-led storytelling remains a fast path to salience for heritage jewelers seeking modern relevance. The move targets GCC, India, and international audiences where star equity can localize a global brand and unlock cross-border demand.

LUXURY PRODUCT LAUNCH
Louis Vuitton Revives Monterey With 188-Piece Release

Louis Vuitton reimagined its first wristwatch as the limited Monterey, now with an in-house automatic caliber and Grand Feu enamel dial, capped at 188 pieces. Heritage codes, scarcity and elevated finishing sharpen the brand’s watchmaking credentials. Expect high waitlist energy, collector content flywheels and premium storytelling moments across DTC and clienteling.

⚡QUICK READS

Lisa Eisner Teams With The Row On Silver Foil: The Row’s exclusive Lisa Eisner sterling collection leans into sculptural silver as gold prices constrain scale, widening luxury styling and price-point range for statement pieces.(More)

Cartier Unveils En Équilibre Chapitre II High Jewelry: Cartier’s nature-coded geometries and opal-sapphire palettes refresh high jewelry storytelling, giving retail teams editorial assets for clienteling and press.(More)

Yisel Jewelry Scales Retail And Wholesale In Austin: The Texas brand expands omni and promotes gold recycling trade-ins, signaling circular loyalty plays that drive repeat purchase and margin protection.(More)

ClickZ is a ClickZ Media publication in the DTC eCommerce division