The Gem | CaratLane, Borboleta, and the Power of Placement

Only Got 2 Minutes? ⏱️

Revealed: Investing in Brand Campaigns = Higher AOV

For many finance teams, brand has become shorthand for expensive campaigns with little proven impact. The result= when budgets tighten, brand is often the first to be cut.

Marketers know this is a mistake, but they don’t have the data to prove it - until now.

🔐 Fospha’s latest research uses Bayesian network modelling to uncover the causal relationship between brand spend and commercial outcomes like conversions and AOV.

🍸 Meet us at The Lead Summit - drinks on us

ClickZ Media is hosting an informal drinks reception on 29 May at 4:30 PM, just a short walk from The Lead Summit venue—somewhere stylish in NYC’s FiDi district.

Expect bold conversation, sharp minds, and good wine—no speeches, no badge scans. Just the people driving the future of commerce.

🔒 Limited spots – Exact location revealed after RSVP

Sector Spotlight 💡

CELEBRITY PARTNERSHIPS

Bella Hadid Shines at Cannes in Exquisite Chopard Diamond Jewelry

Bella Hadid’s consistent presence at Cannes in Chopard diamonds, as the brand’s Global Ambassador, reinforces the importance of high-visibility celebrity partnerships for luxury brands targeting global audiences. Chopard leverages Cannes’ prestige by launching Haute Joaillerie collections and presenting awards to emerging talent, amplifying brand association with exclusivity and cinematic culture. Marketing professionals should note the strategic synergy between iconic events, luxury ambassadors, and product showcases to enhance brand positioning and drive aspirational engagement.

CELEBRITY BRAND ENDORSEMENT

CaratLane Shines at Cannes with Nitanshi Goel in Elegant Sol Collection

CaratLane’s placement of its new ‘Sol’ collection on actor Nitanshi Goel at the Cannes Film Festival demonstrates a targeted brand visibility strategy leveraging celebrity endorsement at high-profile global events. This collaboration offers marketing professionals a practical example of integrating premium product placement with omni-channel branding to influence aspirational audiences.

LUXURY ASSET LIQUIDATION

Americans Sell Gold Jewelry as Prices Soar Near Historic All-Time Highs

As gold prices exceed $3,200 an ounce, Americans are selling little-used jewelry at unprecedented rates, benefiting from payouts close to full market value. This surge in secondary-market gold activity reflects consumer responsiveness to commodity trends and offers brands opportunities to engage consumers through real-time eCommerce and bullion marketing strategies. Marketers should monitor precious metal dynamics as a barometer of consumer liquidity behaviors and evolving resale market demand.

LUXURY BRAND EXPANSION

Borboleta Debuts Atelier Collection Featuring Handcrafted Gold Jewelry for Global Markets

Borboleta’s launch of the Atelier Collection signals its shift into the luxury jewelry market by offering handcrafted 18k gold and gemstone pieces that appeal to both emotional and aspirational consumers. This move is strategically aligned with expanding global reach, celebrity endorsements, and data-driven consumer engagement. Marketers should note Borboleta’s blend of heritage branding, product differentiation, and digital-first expansion as a playbook for scaling niche lifestyle brands.

Influencer Corner 📢

Optimization Hub ⚙️

INNOVATIVE SHOPPING TECHNOLOGIES

AI Shopping Agents Transform How Consumers Discover, Compare, And Purchase Products

Agentic AI is rapidly transforming eCommerce by automating purchase paths, driving down margins through instant price comparisons, and disrupting product discovery and ad performance, requiring marketers to rethink content strategies and adapt to algorithm-driven environments. Despite current hesitancy among shoppers, early adoption offers retailers a critical edge.

RETAIL MEDIA INNOVATION

First-Party Data and Omnichannel Media Transform Retail Advertising Effectiveness

First-party data and omnichannel integration are reshaping retail media by providing marketers with measurable KPIs like ROAS and new-to-brand buyers, driving precise targeting and ROI accountability. Emerging technologies—including AI-driven optimization and data clean rooms—enable brands to link campaigns directly to in-store and online sales. Marketers seeking practical, results-driven channels should recognize retail media’s mounting role in achieving measurable growth, particularly as digital-physical attribution improves.

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