In the first half of 2021, the value of sales in the U.S. of gold, silver and jewelry made in Italy increased by 118.9% compared to the first half of 2020, exceeding 500 million euros and reaching an incidence of 15.7% of the total.

The United States leads the export recovery, confirming itself as the first destination market. However, it is all Italian exports in the sector that are recovering, especially in terms of value (+84% on the first half of 2020 and +4.9% on 2019). While quantities, although up on the terrible 2020, are still below pre-pandemic levels (-10% on 2019).

The increase in the value of sales is influenced not only by the impact on the final price of the increase in the cost of raw materials such as precious metals, but also by the fact that Made in Italy focuses on the offer with the highest added value: gold and silverware in the medium-high range and high jewelry. Therefore, in essence, fewer pieces but more value sold.

The general trend is positive, but data on volumes still suggest caution. In particular, the positive trend of the United States is confirmed, a strategic market where the promotional project The Extraordinary Italian Jewelry carried out since 2015 by ICE in collaboration with Federorafi has had considerable success in recent years in terms of growth of our exports. And where the goal is to further expand marketing and sales tools for companies in the sector.

In order to support the export of gold, silver and jewelry Made in Italy in the NAFTA market (USA, Canada, Mexico), the Piazza Italia project is taking shape, the mixed physical-virtual B2B platform born from the collaboration between Federorafi and The Italy-America Chamber of Commerce (IACC). For companies in the sector, in addition to the new e-commerce area on the IACC online platform, there will also be a dedicated physical showroom in Manhattan with specialized sales staff and other services, where they can meet North American buyers and test the acceptance of products on the market.

It is a pilot project that will be the forerunner for a possible extension to other sectors interested in having a reference point in the USA without having to make large investments. It was created to meet the needs of the many small Italian companies in the sector that do not have direct offices in the United States, but it can also benefit the larger ones. The details of the initiative, presented in mid-September at Vicenzaoro, will be illustrated to companies in the near future, and by 2022 it will be fully operational, harmonizing it with the general project to promote Made in Italy in the USA for the next 4 years.