Aura Blockchain Consortium Appoints General Secretary – WWD


Luxurious veteran Daniela Ott has been named normal secretary of the Aura Blockchain Consortium, formed last April when LVMH Moët Hennessy Louis Vuitton, Prada Group and Compagnie Financière Richemont joined forces to advertise the usage of a single blockchain resolution open to all luxurious manufacturers worldwide.

Ott was chief govt officer of resort group Eden Being, a part of the Oetker Luxurious Resort Assortment, for 3 years earlier than founding Agape Technique Consulting in 2019, however might be greatest identified for her lengthy profession at Kering, the place she had been CEO of the Tomas Maier trend home, chief working officer of the French group’s luxurious division, and a director of technique at its Gucci and Balenciaga manufacturers.

Her mission at Aura is to “improve the posh buyer expertise via authentication, traceability, sustainability and personalised service.” She experiences to the consortium’s board of administrators.

“Daniela’s appointment is a crucial milestone,” stated Toni Belloni, group managing director of LVMH. “We’re glad to have her on board to advertise our frequent goal to additional elevate trade requirements and entice different luxurious manufacturers to our alliance.”


“Daniela is an distinctive chief,” added Cyrille Vigneron, president and CEO of Cartier Worldwide and a member of Richemont’s board and senior govt committee. “Her nomination is a robust sign of our willpower to boost customer support due to our blockchain know-how.”

In a Zoom interview, her backdrop an intergalactic tableau, Ott stated she would initially give attention to three areas:

– enabling the consortium as a “protected area for rivals to collaborate,” with a “from manufacturers, for manufacturers” ethos;

– making blockchain, nonetheless a “daunting and sophisticated” know-how, accessible for giant and small manufacturers, and making certain that Aura stays on the forefront of technological innovation;

– creating and driving present requirements of traceability, upstream and downstream within the provide chain.

Bulgari, Cartier, Hublot, Louis Vuitton and Prada are already keyed into the platform. Relying on a model’s technique, this will enable customers direct entry to a product’s historical past, proof of possession, guarantee and upkeep report.  

Ott cited many expressions of curiosity in Aura, and famous that two manufacturers would come on board within the coming months, however she declined to disclose them at this stage.

Whereas the founding members are targeted on luxurious trend equipment – primarily leather-based items, watches and jewellery – Aura not too long ago had an strategy from a luxurious furnishings maker, resulting in fascinating discussions.    

“The problems we face are just about the identical throughout all luxurious sub-sectors,” Ott stated, noting that Aura plans to go broad and will envision curiosity from makers of fragrance, luxurious wines and spirits, automobiles, yachts and even jets.

In response to Ott, the Aura blockchain is gaining traction as a result of it’s a permission-based platform that ensures an vital diploma of knowledge privateness. Certain enabling applied sciences, if they’re generic sufficient, will be shared throughout members who can mutualize the fee.

One other level of differentiation is that Aura operates as a non-profit entity. Ott famous that future monetary features can be reinvested in technological capabilities.

Aura prices manufacturers an annual licensing price – there are three ranges of membership – and a small per-unit price when an merchandise is registered on the blockchain and issued a digital passport, she famous.

Every member will get one vote at Aura’s annual normal assembly, the place its technical roadmap will probably be fastened. “So I can have, if I could say, the posh to pay attention as a lot to the small manufacturers as to the large manufacturers. I consider large manufacturers can be taught from small ones and small ones can be taught from large ones.”

She famous that solely manufacturers can develop into members of Aura, nevertheless varied suppliers, retailers, marketplaces, technical companions, establishments, associations and academia would develop into an vital a part of the Aura ecosystem that she’s going to assemble and animate as normal secretary.   

Leveraging her expertise constructing and main interdisciplinary groups, stated she would “drive change within the luxurious trade by addressing the shared challenges of speaking authenticity, accountable sourcing and sustainability in a safe digital format” that can improve shopper belief in luxurious items.

The blockchain will enable a jewellery purchaser to have info on moral sources of diamonds, for instance, whereas somebody shopping for a luxurious purse might view movies documenting the manufacturing course of.

Initiated by LVMH in 2019, the Aura platform was developed in partnership with Microsoft and New York-based blockchain software program know-how firm ConsenSys, and the consortium will function out of Geneva.

The emergence of safe digital identities for luxurious items comes at a time when the commerce of on-line counterfeit and knockoff merchandise is accelerating together with on-line fraud and the sale of stolen luxurious items. A blockchain supplies readability on the place an merchandise was initially bought and when it’s supplied for resale, which is able to solid a highlight on gray-market buying and selling, similar to China’s thriving daigou networks.

See additionally:

How Blockchain Can Help Authenticate Ownership of Fashion Goods

Hublot to Top off ‘Exceptional’ Year With ‘Bitcoin’ Watch

Fighting Luxury Fakes With Blockchain Start-up Arianee

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