ChatGPT’s advances hit the headlines in the media and on Twitter fuel daily social debate about its limits, if any. The leapfrogging evolution of artificial intelligence (AI) is forcing industries of all kinds to reinvent themselves and learn how to use this technology to their advantage. Jewelery is no exception.
The Catalan house Grau celebrates its 75th anniversary with an avant-garde look, without forgetting its past, but with an eye on the future. “Any birthday is special, but if we also talk about 75 years, it’s even more so. In our case, this year we celebrate that several family generations have been able to preserve the same essence and illusion over the decades”, explains Gemma Grau, executive director of the jewelery store that was born in Lloret de Mar in 1947 and works to preserve the artisanal tradition in designs adapted to current needs.
On the occasion of the marked anniversary and to present the new collection of high-end jewelry, the company launched this week a surprising campaign with Gaia, its first work with an AI model. According to the brand, the name Gaia refers to the mother of planet Earth in Greek mythology. With its foray into the firm, this small business created by the Grau-Domènech family aims to highlight its commitment to technology and innovation, as well as its disruptive vision of jewelry, without forgetting its artisanal legacy in the workshops of the jewelry itself, where the entire creative process takes place, from the design to the meticulous setting of diamonds and precious stones.
“Now we are witnessing a revolution that, without a doubt, will change almost everything [AI]. However, despite the changes, the jewels and the tradition have remained firm in essence”, says Grau, and points out that, although the meaning and value of a jewel have remained, the sector and the needs of the customer have evolved: “Now we are looking for personalization, our own jewel that lasts over time. Proximity is one of the values ​​most appreciated by our customers, and we help them find that special gem that connects with their essence.”
Gaia has another meaning for this firm. Grau says that it also aims to represent the innovative and avant-garde future of its family jewellery.
