THE TALK: A New Chapter
Is there a positive aspect in this particular difficult historical moment?
Oh yes! It has been mindshifting and revealing. It has given us time to rethink our strategy and vision by staying relevant, realistic and in tune with our essence as a brand. It has been in our darkest times that I’ve seen my team become its brightest, coming together to re-invent the way we communicate and do business. It has been an opportunity to evaluate what is truly important for each of us individually and as a community.
Before and after Covid-19: what has changed for your brand? What is your situation at the moment?
We have always considered ourselves very detail oriented, but now showing the depth and meaning behind everything we create is so valuable. Our 2020 vision is focused on a concierge experience. Mixing the digital with the analog sensorial feel and bringing a true Alessa experience to the customers door step. Since COVID, our energy has been directed to all our digital platforms by improving the customer shopping experience on our website to instant shopping through our social media platforms. Making sure every step of our clients' journey is taken care of. We are changing and adapting to the new normal, from the face to face interaction to the very full on voice to voice relationship. Using technology in a creative way is the new challenge.
What types of measures have you taken to reduce the impact of this situation?
A proactive approach towards re-invention has been the mode of my team who has been working remotely from home and ensuring we keep an ongoing communication with our customers in the process has been our priority. Questioning the way we use to do business and figuring out how to continue to stay relevant in the moments to come. I believe that as a community, we will overcome this with love, support and awareness towards our planet.
Has your way of communicating changed in this period?
Yes! Time called for a more mindful, organic, honest, straightforward communication. Now more than ever we are connecting with our clients and delivering what they need and aspire to.
Can you comment on recent actions taken by your government?
Our President currently and since march 15th has closed down international and domestic flights. All public gatherings have been banned. We have a nationwide curfew at 6:00 p.m. There is no public transportation. Malls have been closed ever since. Only basic services such as supermarkets, pharmacies & delivery restaurants are open.
Your biggest fear?
That the world, by that I mean the human race, doesn’t take this time to reassess and take a look at their value system and truly make a change that benefits not only us but also Mother Earth and those around us.
What is the challenge for the future?
To continually reinvent ourselves as a brand and be able to share with the world our passion for luxury jewelry, our art. It is necessary to continue on this journey and share our inspiration, our value system and be part of this change that is taking place at this moment in history.
Your future plans or projects?
My ethos is one with nature, becoming a greener and more sustainable brand is a key player in our future projects. Incorporating initiatives to become a paperless and a more energy efficient operation from our HQ to our packaging and the creation of our jewelry. We are excited to launch the next chapter.
Interview by Federica Frosini, Editor in Chief VO+
Interview by Lorenza Scalisi, Senior Editor VO+
Interview by Antonella Reina, Editor VO+