Vicenzaoro 2025 underscores storytelling’s role in the future of luxury jewellery

Storytelling emerged as a defining theme at Vicenzaoro September 2025, where global leaders from the jewellery industry gathered to explore how heritage, innovation, and responsibility are shaping the next chapter of luxury. The international trade fair drew top brands, strategists, and designers from around the world, highlighting how meaningful narratives are redefining both creative direction and consumer connection in fine jewellery. 

Panels and discussions throughout the fair highlighted a noticeable shift in focus within the luxury industry. Themes such as cultural storytelling, responsible sourcing, and innovation are now taking equal importance alongside traditional values of craftsmanship and design. Sessions such as “The Quantum Age” explored jewellery’s expanding role at the intersection of identity, culture, and technology, underscoring how storytelling must adapt across regions including India and China.

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David Brough, covered the fair’s key discussions, interviewed Zhanna Kirkland, strategist and seasoned industry observer, on these developments. Kirkland noted that storytelling has evolved from a marketing tool into a strategic necessity for brands operating in a competitive and values-driven luxury landscape.

“What really struck me this year was the centrality of storytelling,” Kirkland said. “It’s not just about the piece anymore—it’s about the meaning behind it. Heritage, ethical sourcing, innovation—these narratives give jewellery soul and allow consumers to connect beyond the surface.”

She added that consumers increasingly expect transparency and emotional connection, making authentic storytelling a powerful way to build trust and long-term loyalty. “The commitment to responsibility is clearer than ever. Stories now reflect a balance between beauty and social conscience,” Kirkland observed.

The VO Vintage segment at Vicenzaoro also highlighted the importance of provenance in contemporary luxury. Provenance, Kirkland explained, adds emotional depth, linking jewellery to history and legacy, and turning each piece into a vessel of stories passed through generations. Looking ahead, organisers highlighted upcoming sustainability initiatives and technology integrations that will shape future editions of the fair.

Kirkland summed up the sentiment shared by many industry leaders: “The future of jewellery rests not only on its design but on the authenticity of the stories it tells and the connections it fosters.”