URGENT UPDATE: The Aura Blockchain Consortium has just announced the appointment of Marcel Härtlein as its new chief executive officer and general secretary. Previously the group head of digital & IT at Lalique, Härtlein steps into this pivotal role during a critical period for the consortium, which currently boasts over 50 luxury brands and has registered more than 80 million products on its blockchain.
In his first public statement, Härtlein expressed,
“It is an honor to enter in Aura at such a crucial moment.”
He emphasized the importance of redefining trust and artisanship in the digital era, aiming to expand Aura’s influence as a collaborative standard of excellence for luxury brands worldwide.
The consortium’s chairman praised Härtlein’s managerial experience in the luxury sector and his deep knowledge of the Aura ecosystem, stating he is the ideal candidate to lead this new phase of growth and collaboration. His primary focus will be on expanding Aura’s global membership and accelerating the blockchain’s capabilities, which are crucial for enhancing brand integrity and transparency.
Härtlein’s vision includes developing new services that provide added value, ensuring that consumers can trace the provenance and authenticity of luxury goods. Aura’s blockchain offers a comprehensive solution that integrates both upstream production data and downstream features like loyalty programs and resale options.
As the luxury market increasingly embraces digital transformation, the Aura Blockchain Consortium is poised to set the standard for transparency and trust. The technology standards being established will help luxury brands adapt to the evolving demands of digital product passports, enhancing customer trust and engagement.
This appointment comes amid a growing emphasis on sustainability in the fashion sector. The SMI coalition, initiated by then-Prince of Wales during the World Economic Forum in 2020, seeks to accelerate the transition towards a sustainable future in fashion, further highlighting the relevance of blockchain technology in this context.
Stay tuned for more updates as Härtlein outlines his strategic vision for the consortium and the luxury industry at large. The impact of his leadership is expected to resonate across the global luxury landscape, making this a developing story to watch closely.
