The Gem | Disney’s IP Crackdown

The Gem

Here's what's happening this week in the world of jewelry marketing:
- Gucci refreshes Horsebit for heritage-led demand
- Bulgari turns craftsmanship into education and community
- Disney moves to protect Mickey IP across marketplaces

📊 Why Your Attribution Model Might Be Leading You Astray

At eTail Boston 2025, Fospha’s Chief Product Officer Dom Devlin joined leaders from Ahold Delhaize, Fleet Feet and Bonsai to tackle one of marketing’s most expensive blind spots: how brands measure performance across channels.

Too many brands still skew budgets toward the final click - because that’s the only place their reporting gives them certainty, all while under-funding the demand generation that actually drives long-term growth. Fleet Feet’s Tiffany Lee shared how cutting upper-funnel spend for just eight months saw new customer acquisition drop sharply, only recovering once awareness campaigns were restored.

Dom added another layer: the marketplace blind spot. Fospha’s data shows 42% of Amazon sales are influenced by non-Amazon ads - yet most reporting tools treat those sales as “organic,” meaning the channels that triggered the purchase never get the credit. Without that visibility, key growth drivers are left under-invested.

This is where Fospha’s Halo capability comes in - bringing DTC and marketplace sales into one Unified ROAS metric. It allows brands to see the true impact of channels like TikTok, Meta, and YouTube across all revenue streams, not just their own sites, and make confident, evidence-based decisions about where to spend next.

🔎 Read the full session insights to see all the panel’s takeaways on full-funnel measurement and closing marketplace gaps

📥️ Explore Fospha’s Halo Report to uncover how brands like Nécessaire used it to beat their Prime Day benchmarks by 47%

📌WEEKLY MUST-KNOWS

HERITAGE
Gucci Updates Iconic Horsebit In Dazzling Fine Jewelry
Gucci has refreshed its heritage Horsebit design in a new fine jewelry collection, blending brand history with contemporary styling. The update is set to spark PR buzz, influencer engagement, and high-intent storytelling opportunities. Expect halo effects across Gucci’s accessory lines as the relaunch taps into nostalgia while reinforcing its luxury credentials. For marketers, this shows how strategic reinterpretation of a signature asset can boost relevance and create cross-category lift.

JEWELRY EDUCATION
Bvlgari Has A Jewelry School You Can Enroll In
Bvlgari is opening a public jewelry school in Italy, positioning itself as both a luxury brand and an educational institution. The initiative aims to deepen brand affinity, promote craftsmanship-led values, and strengthen community-building within the jewelry sector. It’s a prime example of experience-led branding—leveraging learning to create loyal advocates and generating rich storytelling assets for campaigns.

LEGAL/IP ENFORCEMENT
Disney Sues Over ‘Mickey 1928’ Jewelry Collection
Walt Disney filed suit against Hong Kong-based Red Earth Group, alleging Satéur’s “Mickey 1928” jewelry infringes Disney IP and confuses consumers. The case signals stricter brand protection across marketplaces and social commerce as legacy IP faces copycat productization. Marketplace sellers and cross‑border manufacturers face heightened takedowns and due‑diligence requirements.

⚡QUICK READS

Labgrowndiamjewel Launches As America’s Premier Wholesale Custom Lab-Grown Maker: A New York manufacturer debuts with certified, custom lab-grown jewelry at wholesale—boosting domestic capacity for rapid custom orders and private-label growth. Retailers stand to gain shorter lead times and stronger certification narratives. (More)

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