Vicenzaoro September 2026 entered its third and fourth days, shifting focus from international participation to how jewellery businesses adapt to changing consumer behaviour and market conditions.
A digital marketing case study presented during a Confindustria Federorafi seminar found that users reaching a jewellery brand’s website through ChatGPT recorded a 15.9 per cent conversion rate, compared to 1.76 per cent for visitors arriving through organic Google searches.
The organisers stressed that the figures represent a specific case study, not an industry-wide benchmark, but point to a growing role for AI in the jewellery purchase journey, with conversational platforms emerging as another route through which consumers discover brands.
Adapting to Changing Consumer Behaviour
Jewellery businesses face a new challenge: maintaining visibility within AI-driven discovery while preserving the human elements of retail.
The seminar highlighted growing consumer interest in authenticity, real faces, craftsmanship, and direct relationships with stores, alongside transparency requirements coming with the AI Act.
Tourism adds another layer to Italian jewellery demand, with a Federpreziosi Confcommercio survey finding that foreign tourists spent 910 million euros on jewellery and precious items in Italy in 2025, equivalent to around 13 per cent of annual jewellery-store revenue.
This tourism-driven demand is also influenced by the unique cultural and historical heritage of Italian jewellery, which is often perceived as a symbol of excellence and style, further contributing to the appeal of Made in Italy products among international visitors.
Italian Jewellery Exports and Tourism
The research found that 75 per cent of Italian jewellery stores count foreign tourists among their customers, while almost one in five generates at least 10 per cent of its sales from them.
Craftsmanship, quality, and Italian provenance remain central to this demand, with gold and silver jewellery being the most popular categories, and 84.8 per cent of foreign buyers surveyed saying they would be willing to purchase Made in Italy jewellery again.
Italian gold jewellery exports reached 4.4 billion euros in the first part of 2026, down 15 per cent, but excluding Turkey, exports increased 15 per cent, with the US remaining a particularly strong market, with exports rising 29 per cent.
Despite the overall decline, the resilience of Italian gold jewellery exports is also reflected in the fact that turnover remains 50 per cent above 2019 levels, indicating a stronger base for the sector compared to pre-pandemic times.
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Akoya Pearls and the Future of Luxury
The Japan Pearl Exporters’ Association used Vicenzaoro to launch a new narrative for Akoya in the US and European markets, focusing on younger consumers and emphasizing the pearl’s sustainability story, scarcity, and luxury positioning.
Rising sea temperatures are putting pressure on oyster production, which is already significantly below levels recorded two decades ago, while strong Chinese demand and interest from European brands support Akoya’s positioning in the high-end and luxury segments.
The Future of Akoya Pearl, edited by Paola De Luca, highlights the need for the industry to adapt to changing consumer preferences and technological advancements, which could potentially impact the demand for Akoya pearls in the future.
It will be necessary to observe how Akoya pearls are positioned in the market, and whether they can maintain their luxury status in the face of changing consumer behaviour and technological advancements.
Technology in Jewellery Manufacturing
The Jewellery Technology Forum examined additive manufacturing, artificial intelligence, digital production, and Industry 4.0, including applications of MoldJet and Binder Jetting technologies.
The discussion reflects a wider shift in jewellery manufacturing, with technology being presented not simply as a production tool, but as a means of expanding design freedom, reducing waste, and connecting research with industrial-scale jewellery production.
This shift is likely to have a significant impact on the industry, as technology continues to play a larger role in the production and design of jewellery, and companies will need to adapt to these changes to remain competitive.
The show’s earlier coverage established its scale and international participation, and these latest developments add another layer to the Vicenzaoro story, highlighting the industry’s next phase being shaped by how consumers discover, buy, and value jewellery.
They are focused on the future of the industry.
Vicenzaoro September 2026 is a significant event in the jewellery industry.
