Cavalieri: Industry Marketing Should Target Younger People

Dr Gaetano Cavalieri, president of The World Jewellery Confederation (CIBJO), warned industry colleagues that global jewelry marketing efforts should focus on education and marketing to younger people. Cavalieri made his remarks last week at the Fourth Dubai City of Gold Conference during the ‘Marketing – Are We On The Right Track’ session.

“There is a tendency in our industry to focus predominantly upon a middle-aged audience, because it is reaching the height of its earning capacity,” he said during his speech ‘The Need of a Unified Global Jewelry Marketing Plan’. However, Cavalieri stressed the importance of targeting younger people so that when they reach the stage of having a greater disposable income, they will already have a penchant for jewelry.

"To guarantee our future growth, we must nurture a love for jewelry in our youth," he told the conference.

“But, if we do not invest more effort in developing a youthful and trendy fine jewelry culture, we will discover that those consumers are not as attuned to buying jewelry when they reach middle age, said the CIBJO president”