Post by Katarzyna Kolys

Luxury has become exceptionally good at creating desire. Campaigns, launches, events, and storytelling, but I increasingly wonder whether we are focusing on the wrong metric. Because desire does not create resilience. Collectors do. After attending the London Watch Week, I returned with an uncomfortable observation: Fine jewellery may not have a desire problem. It may have a Collector Development problem. In my latest article, I explore what luxury brands can learn from collector culture and why the future of independent jewellery may depend less on acquiring customers and more on developing collectors. I would be curious to hear your perspective: At what point does a customer become a collector? Can brands actively influence that journey?