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  • Using co-creation to enhance a sense of exclusivity
  • Using co-creation to enhance a sense of exclusivity
    Pietra Studio (2019) ©
CASE STUDY

Pietra: connecting jewelry fans with online artisans

Fears about buying haute couture over the web may have ebbed away, but many luxury shoppers are still hesitant about getting high-end jewelry this way. Pietra is hoping to change that with a model built on transparency and collaboration, allowing people to buy high-end pieces with peace of mind.

Location United States

Scope
While more and more luxury shoppers are buying online – between 2016 and 2020, it’s projected that digital sales of high-end personal goods will almost double from €20 billion to €37 billion – it’s proven challenging to sell fine jewelry without physical inspection. [1] Indeed, Vogue Business reports that the watch and jewelry categories made up just 5.3% of online luxury sales in 2016. [2] Pietra is hoping to change that by providing customers with direct access to artisans from around the world through its website and app. The platform’s 100-strong roster ranges from up-and-coming regional ...

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