The advances of ChatGPT dominate the headlines in the media and on Twitter they feed daily the social debate about its limits, if it has any. The rapid evolution of artificial intelligence (AI) forces industries of all kinds to reinvent themselves and learn to use this technology to their advantage. Jewelry is no exception.
The Catalan house Grau celebrates its 75th anniversary with an avant-garde look, without forgetting its past, but with its eyes set on the future. “Any anniversary is special, but if we also talk about 75 years, it is even more so. This year we celebrate that several family generations have known how to preserve the same essence and enthusiasm over the decades”, explains Gemma Grau, executive director of the jewelry store that was born in Lloret de Mar in 1947 and works to preserve the traditional craftsmanship in designs. adapted to current needs.
On the occasion of her special birthday and to present its new collection of high-end jewelry, the company has 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 incursion into the firm, this small business created by the Grau-Domenech family seeks to highlight its commitment to technology and innovation, as well as its disruptive vision of jewelry, without ever forgetting its artisan legacy in the workshops of the company itself. jewelry, where the entire creative process takes place, from design to the meticulous setting of diamonds and precious stones.
“We have experienced the explosion of communications thanks to the internet. We are now witnessing a revolution that will undoubtedly change almost everything [AI]. However, despite all the changes, the jewels and their tradition have remained firm in essence", says Grau, and points out that, although the meaning and value of a jewel has been maintained, the sector and the needs of the client have evolved: “Now personalization is sought, the own jewel that lasts over time. Proximity is one of the values most appreciated by our clients, who we help them find that special jewel that connects with their essence”.
Gaia has another meaning for this signature. Grau assures that she also seeks to represent the innovative and avant-garde future of her family jewelry
