Vicenzaoro Day Three: Italian Jewelry Market Dynamics, AI Marketing, and Coral Sustainability in Focus

The third day of Vicenzaoro September 2026, a prominent exhibition hosted by IEG – Italian Exhibition Group, provided a comprehensive overview of the global jewelry sector. With 1,300 brands from 40 countries and 910 international buyers in attendance, the event served as a crucial platform for discussing market trends, technological advancements, and sustainable practices. Key topics included the substantial impact of foreign tourism on Italian jewelry sales, the evolving role of artificial intelligence in marketing strategies, and critical discussions on coral sustainability.

A significant finding presented by Federpreziosi Confcommercio, in collaboration with Format Research, revealed that foreign tourists contributed an estimated 910 million euros to Italian jewelry and precious item sales in 2025. This figure represents approximately 13% of jewelers' annual revenue, underscoring the strong appeal of Made in Italy products. The survey indicated that 75% of Italian jewelry stores cater to international visitors, with nearly one-fifth attributing at least 10% of their sales to this demographic. The allure of Italian craftsmanship, product quality, and origin were cited as primary drivers. Interestingly, almost half of the tourists surveyed planned their jewelry purchases before arriving in Italy, and 84.8% expressed a willingness to buy Italian jewelry again. The report also projected continued growth, with 11,705 jewelry stores expected to operate in Italy by 2026, supporting over 30,300 employees and generating close to 7 billion euros in turnover.

Artificial intelligence emerged as a pivotal force reshaping jewelry marketing. A case study presented during a Confindustria Federorafi seminar titled "Being digitally present. Jewellery between algorithms and people. Digital marketing trends for jewellery: data, channels and practical guidance" demonstrated AI's growing influence on consumer purchasing decisions. The study highlighted that users directed to a brand's website via ChatGPT exhibited a 15.9% conversion rate, significantly higher than the 1.76% from organic Google searches. While not a universally applicable statistic, this indicates AI's increasing role as an intermediary between businesses and consumers. Simultaneously, there's a rising consumer demand for authenticity, valuing genuine interactions, artisanal craftsmanship, and direct engagement with retailers. The upcoming AI Act is also expected to introduce new transparency requirements, posing a challenge for the jewelry sector to balance algorithmic integration with maintaining human connection.

An analysis of the Italian jewelry sector's economic dynamics, presented by Confindustria Federorafi and Intesa Sanpaolo, revealed a complex international landscape. Global demand for gold jewelry decreased by 21% in the first half of 2026, primarily due to the high price of gold impacting production costs. After several years of robust growth, the Italian jewelry sector experienced a slight decline in turnover (-5% in 2025 and -2% in the first six months of 2026), though remaining substantially above 2019 levels (+50%). Production volume fell by 22% in the first half of 2026 but returned to 2019 levels. Italian gold jewelry exports reached €4.4 billion in the initial months of 2026, a 15% drop. However, excluding Turkey, which saw a surge in 2024, exports actually showed a 15% increase, showcasing resilience in various international markets, particularly the US (+29%). Despite these figures, a cautious sentiment prevails among business leaders, with 49% anticipating stable investment levels in July 2026, and 17% expecting an increase.

The event also dedicated significant attention to sustainability, particularly concerning coral. Assogemme hosted a session featuring Enzo Liverino, head of a historic brand established in 1894 and founder of the Coral Museum in Torre del Greco. Liverino guided attendees through the cultural significance of coral, emphasizing its historical context and the intricate link between the environment, human life, and the supply chain. This awareness is crucial for unlocking coral's full potential, from its artistic and design value to its future prospects, which are deeply intertwined with local communities and ecosystems.

Looking ahead, the fourth day of Vicenzaoro September 2026 promises further insightful discussions. Highlights include a talk on Padparadscha, a rare corundum variety, organized by the Italian Gemmological Institute. The Jewellery Technology Forum will explore technological innovations in the luxury sector, focusing on design, printing, and transformation. A Retail Talk, organized by Federpreziosi Confcommercio, will address the intersection of gemmology, law, market trends, and consumer perspectives. The Italian Association of Gemmologists will present a session on Gemmology and History at the Vicenza Jewellery Museum. The day will conclude with a program on Artificial Intelligence and business processes, featuring Babylon Srl's insights into private AI applications for the jewelry industry.