Events & AwardsJun 07, 2022
5 Things to Know About JCK Las Vegas 2022TechnologyJun 13, 2022
JCK Keynote Guides Attendees Through the Metaverse
Speaker Swan Sit delved into several buzzworthy topics, like blockchain and NFTs.
For the JCK opening keynote, speaker Swan Sit opined on the metaverse.
Las Vegas—The metaverse is arguably the retail buzzword of the year.
JCK’s keynote Friday morning, titled “Web3 is Coming—Navigating the Past, Present, and Future of Retail,” was led by speaker Swan Sit.
Sit is the former global head of digital marketing at Nike, Estée Lauder, and Revlon.
She took a deep dive into hot topics like Web3, blockchain, and NFTs, but centered the conversation around using these tools to build a community and creating brand loyalty.
“Web1 was ‘go look at the dot-com site.’ Web2 was social, where you can look and comment back. But Web3 is a collaborative conversation we’re moving into,” she said.
Looking to explain a complex topic in a more accessible way, Sit shared several anecdotes throughout this session, but one about her work with beauty brand Elizabeth Arden was a standout.
Unlike on-trend beauty brands—think Glossier and Charlotte Tilbury—Elizabeth Arden was a brand one could find on their grandmother’s vanity.
Turning it cool and Insta-worthy was a tall order and Sit said she put her career on the line by taking some risks to make the brand more relevant.
As it turns out, Elizabeth Arden’s founder and namesake was ahead of her time in some respects. She was a women’s right activist and marched with the suffragettes. She created a “Victory Red” lipstick in the 1940s for women in the military. She was also the first woman to be featured on the cover of Time magazine.
Arden died in 1966 but Sit brought her back to life in a digital form, revamping the brand’s Instagram to show posts from Arden’s first-person perspective, as if she were alive today.
She recruited “friends” for Elizabeth Arden, like comedian Chelsea Handler and fashion icon Iris Apfel.
Sit’s risk paid off, with Elizabeth Arden posting growth for ten consecutive quarters following the campaign. The brand was later bought by Revlon.
Elizabeth Arden’s products were always present in the campaign’s photos and videos, but they were secondary to the conversations between “Liz” and her friends.
“If we’re lucky enough to build a community that grows, treating them like a community and not followers is a really massive difference,” said Sit. “It’s becoming a two-way street.”
The point of the campaign wasn’t to push product, but to connect to the audience using a digital medium. The opportunities to do that will likely only increase as metaverse technology continues to flourish.
Sit reminded the audience that while the term “metaverse” is new, the idea of a digital world a user can walk around in is as old as video games.
She recalled explaining the metaverse and what an avatar is to an older man at a social event. The conversation ended in embarrassment when he cut her off to say he knew exactly what an avatar was, because he was the creator of the popular game “Second Life,” which uses avatars to take players through a digital world.
Tech terms can throw non-tech-savvy people for a loop, however.
While the jewelry world may have a knack for marketing, said Sit, the tech industry isn’t as good at coming up with catchy terms to describe concepts like non-fungible tokens, or NFTs.
She explained NFTs as “a unique record on blockchain.”
Even those who understand what an NFT is can have trouble wrapping their heads around the value prospect, though. An example is the Bored Ape Yacht Club, an NFT collection built on the Ethereum blockchain. It features pictures of cartoon apes, and they sell for millions of dollars.
“How could a jpeg be worth millions of dollars?” she posed to the audience.
Then she asked those in attendance to open the camera roll on their phones and hold up a favorite photo.
Now, she said, imagine all of those photos, images of friends, family, pets, vacations, etc., just disappeared, and how upsetting that would be.
Non-tangible, digital-only images can hold enormous value, she concluded.
Sit also discussed the opportunities available to the jewelry industry through these tech innovations, especially blockchain.
Authenticating luxury goods and following antique and estate jewelry from owner to owner were two interesting possibilities mentioned.
JCK offered another metaverse-focused session later that afternoon.
Oliver Maroney, general manager of Web3 and NFTs at Cameo, led a session titled “Relevance—NFTs & Web3.”
More on Technology
The Latest
ColumnistsFeb 04, 2026
January Jewelry Sales: More Dollars Spent, Fewer Units Sold Sherry Smith unpacks independent retailers’ January performance and gives tips for navigating the slow-growth year ahead.
MajorsFeb 04, 2026
What Designers Should Know About Saks Global’s BankruptcyFrom how to get an invoice paid to getting merchandise returned, JVC’s Sara Yood answers some complex questions.
TrendsFeb 04, 2026
Amanda’s Style File: February Birthstone BlissAmethyst, the birthstone for February, is a gemstone to watch this year with its rich purple hue and affordable price point.
Brought to you by
The MJSA Mentor & Apprenticeship Program: Attracting & Training the Next Generation of Bench JewelersLaunched in 2023, the program will help the passing of knowledge between generations and alleviate the shortage of bench jewelers.
MajorsFeb 04, 2026
Marco Bicego Names New Global Marketing DirectorThe Italian jewelry company appointed Matteo Cuelli to the newly created role.
Weekly QuizJan 29, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsFeb 04, 2026
Frederick Goldman Updates Leadership TeamThe manufacturer said the changes are designed to improve speed, reliability, innovation, and service.
Policies & IssuesFeb 03, 2026
Tariff Relief on Horizon for India as Trump, Modi Make DealPresident Trump said he has reached a trade deal with India, which, when made official, will bring relief to the country’s diamond industry.
Brought to you by
How Jewelers Can Fight Back Against Cell JammersCriminals are using cell jammers to disable alarms, but new technology like JamAlert™ can stop them.
CollectionsFeb 03, 2026
Jade Trau Releases New Charms, Introduces RondellesThe designer’s latest collection takes inspiration from her classic designs, reimagining the motifs in new forms.
WatchesFeb 03, 2026
Casio America Calls Jersey City HomeThe watchmaker moved its U.S. headquarters to a space it said fosters creativity and forward-thinking solutions in Jersey City, New Jersey.
SourcingFeb 03, 2026
Nivoda Reveals Upgraded Gemstone MarketplaceThe company also announced a new partnership with GemGuide and the pending launch of an education-focused membership program.
GradingFeb 02, 2026
IGI to Acquire American Gemological Laboratories IGI is buying the colored gemstone grading laboratory through IGI USA, and AGL will continue to operate as its own brand.
CrimeFeb 02, 2026
Ylang 23’s Dallas Store BurglarizedThe Texas jeweler said its team is “incredibly resilient” and thanked its community for showing support.
EditorsFeb 02, 2026
Stars Choose Chokers, Elongated Earrings at 2026 GrammysFrom cool-toned metal to ring stacks, Associate Editor Natalie Francisco highlights the jewelry trends she spotted at the Grammy Awards.
CollectionsFeb 02, 2026
2026 Winter Olympic Medal Design Symbolizes UnityThe medals feature a split-texture design highlighting the fact that the 2026 Olympics are taking place in two different cities.
SurveysJan 30, 2026
These Are the Top Brands of 2026, Says YouGovFrom tech platforms to candy companies, here’s how some of the highest-ranking brands earned their spot on the list.
CollectionsJan 30, 2026
Follow the Beat With Etiq’s ‘Khol’ RingThe “Khol” ring, our Piece of the Week, transforms the traditional Indian Khol drum into playful jewelry through hand-carved lapis.
MajorsJan 30, 2026
Arch Crown’s 2026 ‘Tag & Label’ Catalog Is HereThe catalog includes more than 100 styles of stock, pre-printed, and custom tags and labels, as well as bar code technology products.
CollectionsJan 29, 2026
Ghirardelli’s ‘Chocolocket’ Returns for Valentine’s DayThe chocolatier is bringing back its chocolate-inspired locket, offering sets of two to celebrate “perfect pairs.”
AuctionsJan 29, 2026
These Were Bonhams’ Top 10 Jewelry Lots in 2025The top lot of the year was a 1930s Cartier tiara owned by Nancy, Viscountess Astor, which sold for $1.2 million in London last summer.
SourcingJan 29, 2026
Stuller Website to Mark AGTA-Sourced GemstonesAny gemstones on Stuller.com that were sourced by an AGTA vendor member will now bear the association’s logo.
WatchesJan 29, 2026
Audemars Piguet Opens AP House in AtlantaThe Swiss watchmaker has brought its latest immersive boutique to Atlanta, a city it described as “an epicenter of music and storytelling.”
SourcingJan 28, 2026
Ethical Gem Fair to Debut Designer Showcase in TucsonThe new addition will feature finished jewelry created using “consciously sourced” gemstones.
ColumnistsJan 28, 2026
Peter Smith: Setting the Next Generation Up for SuccessIn his new column, Smith advises playing to your successor's strengths and resisting the urge to become a backseat driver.
SurveysJan 28, 2026
Consumer Confidence Falls Below Pandemic Lows in JanuaryThe index fell to its lowest level since May 2014 amid concerns about the present and the future.
IndependentsJan 28, 2026
Foundrae Heads to Aspen for Latest Store OpeningThe new store in Aspen, Colorado, takes inspiration from a stately library for its intimate yet elevated interior design.
FinancialsJan 28, 2026
Tiffany & Co., Bulgari Sales Resilient as LVMH’s 2025 Sales SlipThe brands’ high jewelry collections performed especially well last year despite a challenging environment.
