VICENZAORO
Vicenzaoro, one of the most prestigious jewelry fairs in the world, has a history that dates back to 1958. Originally conceived as a local event dedicated to jewelry manufacturers, it has evolved over the years into an international benchmark for the industry. The event has not only seen the participation of established brands but has also provided a platform for young designers and innovators, creating a fertile environment for creativity and goldsmith art.
However, the current landscape presents significant challenges. Digitalization has transformed the way jewelry is presented and sold. Social media has become a fundamental tool for brands, allowing them to reach a global audience in real-time. However, this rapid evolution brings with it the risk of disconnecting from traditional values, such as craftsmanship and authenticity. Artificial intelligence, while offering opportunities for personalization and data analysis, can also threaten the uniqueness and human warmth that characterize the experience of purchasing a piece of jewelry.
In this context, there is an urgent need to rediscover direct and human contact. Traditional photography, with its timeless charm, plays a crucial role in this process. Capturing jewelry in real environments, with live models, allows for the creation of an authentic narrative that transcends perfect digital images. These shots not only highlight the beauty of the pieces but also tell stories of passion and dedication.
At a fair like Vicenzaoro, the physical presence of models is essential. It is not just about showcasing the jewelry, but about creating a sensory experience that engages the audience. The light reflecting off the gems, the way a piece of jewelry fits a human body, the emotion of wearing a unique item: all of this cannot be fully captured through a screen.
The challenge for Vicenzaoro and the entire jewelry sector is to find a balance between innovation and tradition. Utilizing social media and artificial intelligence to broaden the reach of the message, while not forgetting the importance of human contact and authenticity. Only in this way can we ensure that the world of jewelry continues to shine, not only for its products but also for the stories it tells and the emotions it evokes.
Giorgio Viali, a registered and accredited photographer at the VicenzaOro editions of 2015, 2016, and 2017. During these editions, Giorgio Viali collaborated with various exhibitors, creating photographs and videos that captured the essence and beauty of the presented jewelry.
