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The Gem | Bvlgari’s New Valenza Site Sets New Standard for Sustainable Luxury

Plus: Tiffany’s Sea of Wonder launch shows the power of story-rich, multi-channel brand activation.

Author

Sophie Bruxner-Randall
April 30, 2025 • Reading Time: 7 minutes

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Welcome to The Gem, your go-to newsletter for jewelry eCommerce professionals.

Editor’s Pick 🌟

Marketing thought leadership has a tendency towards binaries. The funnel is either completely dead or very much alive. Brand marketing is either pointless or the solution to all your problems, and ChatGPT is ending 30 years of search overnight.

At Fospha, we love the measurement challenge of any new channel that offers our clients ways to reach more customers. However, Google is still very much the biggest advertising platform. Performance Max (PMAX) and Search products alone represent around 30% of our clients’ digital share of wallet.

In uncertain times, it’s more important than ever for brands to nail these core channels, so we produced the definitive best practice guide on PMAX and Paid Search. Here were our top findings:

  • ⚖️ Best performing brands allocate 55% of Google budget to PMAX and 12% to Paid Search.

  • 🏆 Brands that pair Search and PMAX with ~50% of their budgets in YouTube, Demand Gen and Paid Social see optimal results.

  • 🎨 Especially for PMAX, high-volume creative is key for AI-powered optimization.

Sector Spotlight 💡

BUSINESS EXPANSION

Bvlgari’s newly expanded Valenza facility—now the world’s largest jewelry manufacturing site—demonstrates a commitment to sustainable luxury production, educational investment through Scuola Bvlgari, and vertical integration. Marketers should note the emphasis on brand heritage, environmental responsibility, and workforce development as differentiators in luxury positioning.

BRAND EXPANSION

Rupesh Jain’s Lucira enters the lab-grown diamond space with AI-powered customization, targeting design-led shoppers seeking meaningful jewelry for milestones. Nationwide eCommerce rollout and future flagship stores signal a digital-first, omnichannel strategy. Marketers should note Lucira’s appeal to tech-savvy, value-driven Indian consumers within a growing luxury segment.

LUXURY PRICING STRATEGY

Engagement ring prices are rising rapidly due to surging gold costs and new tariffs on imported gemstones, prompting jewelers to implement price increases of 10% or more. For marketers, this shift highlights a growing consumer willingness to invest in meaningful purchases despite inflation. Proactive messaging and value-driven strategies are essential as consumers increasingly accelerate or adapt their buying decisions in a volatile luxury market.

LUXURY EVENT MARKETING

Tiffany & Co.’s Blue Book 2025 Sea of Wonder collection leverages heritage design and oceanic themes to showcase high jewelry innovation, highlighted by a meticulously themed launch event at the Met targeting affluent, trendsetting consumers. By integrating recognizable celebrity endorsements and storytelling rooted in brand legacy, this initiative reinforces brand prestige and delivers multiple content and experiential marketing touchpoints for luxury marketers. The collection’s creative structure across unique marine chapters offers marketers a case study in cohesive product narrative and strategic brand activation.

LUXURY WEDDING TRENDS

Tungsten carbide rings are rapidly capturing attention in the jewelry sector due to their exceptional durability, hypoallergenic qualities, and resistance to scratches—attributes highly valued by modern consumers. For marketers targeting fashion and lifestyle audiences, promoting these features aligns with demand trends favoring low-maintenance, long-lasting wedding bands. Understanding these product benefits enables eCommerce and jewelry marketing professionals to craft campaigns emphasizing the rings’ technological credibility and market appeal.

Influencer Corner 📢

Meta Ads vs. Google Ads: Which One is Better for D2C Brands?

Meta ads excel at:
👉 Building brand awareness.
👉 Nurturing new customers with engaging content.
👉 Retargeting cold leads who didn’t convert initially.

Google ads are great for:
👉 Capturing demand when people are actively searching for solutions.
👉 Generating high-intent traffic with low CPC.
👉 Converting cold leads into paying customers quickly.

Which one should you focus on?
👉 Meta ads work best if you’re focusing on top-of-funnel and brand-building.
👉 Google ads work best when you’re ready to convert customers actively searching for your product.

Rumour has it that OpenAI might be quietly working on a native Shopify checkout inside ChatGPT.

Apparently ‘leaked’ code shows:

👉 'shopify_checkout_url'
👉 'buy_now'
👉 'product_offer_ratings'

No redirects. No search. Just chat, compare, and buy in one flow. Unconfirmed, but catching attention.

If this happens?

Google, TikTok, even product pages as we know them are all about to change.

Optimization Hub ⚙️

SEARCH INNOVATION

Generative Engine Optimization (GEO) integrates traditional SEO with AI-focused strategies, ensuring content is both visible in classic search results and cited by AI models like ChatGPT or Perplexity. Marketers must structure content to answer specific questions, prioritize authority, and track AI-driven citations. Adapting to GEO is essential for maintaining discoverability in an AI-driven search landscape.

DISCOVERY COMMERCE INNOVATION

TikTok Shop’s newly released playbook, developed with Accenture Song, provides marketers and brands actionable frameworks for driving growth through discovery commerce, leveraging real-time creator content and robust measurement. With TikTok Shop rapidly capturing eCommerce market share, ignoring these trends risks falling behind competitors capitalizing on content-driven online retail.

INNOVATIVE PERSONALIZATION STRATEGIES

Cookieless personalization is reshaping digital marketing by requiring brands to use first-party and zero-party data, contextual targeting, and server-side solutions instead of third-party cookies, ensuring compliance with privacy regulations like GDPR and CCPA. This shift enables marketers to maintain effective, consent-driven customer engagement while safeguarding user privacy. Marketers must adapt quickly to sustain relevance and trust.

📲 Like what you’re seeing?

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ClickZ is a Contentive publication in the DTC eCommerce division