The Italian Trade Commission in Houston (ITA Houston) is spearheading a new campaign to support the Italian jewelry sector in the United States, presenting the Italian pavilion of around 100 jewelers at JCK Las Vegas and 36 Italian exhibitors at the COUTURE show.

ITA Houston, whose team will be present at JCK Las Vegas, will promote the launch of a new website that will connect Italian jewelry manufacturers and suppliers with the U.S. trade, notably retailers and wholesalers. The United States is one of the world’s leading markets for Italian jewelry exports.

The state-backed agency’s campaign at JCK Las Vegas and COUTURE will be using all social media tools, including Instagram and Twitter, and will collaborate with leading media to boost the visibility and high-quality craftsmanship of “Made in Italy” jewelry in the U.S. market.

The digitized and analogue campaign will share updates on events in Italy and in the United States where “Made in Italy” products will be showcased.

Italy’s jewelry industry, mainly comprising small and medium sized companies, posted sales of 10.8 billion euros in 2022, up 20.8 percent from the previous year, with exports exceeding 9.8 billion euros, comfortably above pre-Covid levels, according to ITA Trade Commissioner Fabrizio Giustarini.

A Buyers’ Guide will be presented in June at COUTURE that will help U.S. buyers to navigate the latest Italian jewelry lines on offer at the JCK and COUTURE shows.

ITA Houston will host a presentation at COUTURE detailing the new campaign to buyers and the trade press.

A key objective of the multi-faceted campaign is to educate and update buyers on the latest innovations, technology, design trends and craftsmanship of ‘Made in Italy’ jewelry.

ITA Houston is organising a media and social influencer programme that will promote Italian jewelry exporters in the United States, showcasing their skills and innovation.

The Agency has charted a collaboration with leading trade media outlets and Instagrammers, including high-profile influencer Katerina Perez, to showcase “Made in Italy” craftsmanship in the United States.