LVMH Works with TikTok to Limit Fakes, and This Week’s Other News

“It’s time to geek out. How would you like to hear the volcanic eruptions that brought diamonds to the earth’s surface? A new video ingeniously compresses 240 million years of tectonic plate movements and sets the kimberlite eruptions to music. Wild. Crazy. Totally cool.”

“While the diamond industry focuses on competition from lab-grown, the jewelry brands face a different threat: Their creative design and craftmanship could be jeopardized by big retailers and the fast-fashion industry. That is why this fascinating story caught my eye, and I want to know what comes next.”  

“This article has a lot of what you need to know about robotics in jewelry production. It also addresses the important question of whether machines are capable of the artistry associated with humans.”

“I picked this article because it touches on a topic that has truly undermined our industry, and currently has no resolution. Luxury conglomerate LVMH is working with TikTok on a plan to limit the number of counterfeit items sold on the app.”

“This story highlights how brands can better appeal to their target market by really knowing their audience and what they care about. Kering jewelry brand Qeelin, popular in China, created a Chinese New Year marketing campaign with a film surrounding one of the not-as-well-known, but more traditional, holiday customs, sparking a cultural discussion on social media and mass approval from its customers.”