Key Points
- Treat luxury as reduction: fewer parts, cleaner structures, and self-assembling formats remove adhesives and simplify end-of-life.
- Prioritise mono-material choices: recycled/recyclable papers, minimal coatings and prints; search for lower-impact glues and dyes.
- Explore next-gen inputs: bioplastics and biodegradable films from renewable sources show promise but need cost/scale proof.
- Cost is the barrier: premium brands can absorb greener specs; economy tiers struggle as unit price sensitivity is higher.
- Regulation is uneven: France leans on incentives; India/China emphasise secondary/tertiary and e-commerce packaging; labels like Green Seal help signal progress.
- Design for second life: create packaging that stores, displays, or transforms—extending utility beyond unboxing while preserving luxury cues.
Full interview with Mattia Landriani
In your previous work, how did you balance the luxury aesthetic expected in the goldsmith and jewellery industry with the increasing demand for sustainable packaging solutions?
In my previous work experiences, I had the opportunity to tackle the challenge of balancing the luxury aesthetic expected in the goldsmith and jewellery industry with the growing demand for sustainable packaging solutions. I observed that larger companies positioned at the luxury level tend to be more attentive to environmental aspects. This occurs both as a marketing strategy, aiming to respond to the increasing consumer awareness of the importance of sustainability, and because by positioning their products at higher price ranges, they can afford to absorb the higher costs associated with more eco-friendly packaging.
A crucial aspect to consider is that generally, more sustainable packaging entails higher costs, both in terms of materials and production processes. Companies operating at premium or economy levels face greater difficulties in adopting sustainable packaging solutions. This is because the impact of the costs of greener packaging on the final product price is much more significant, potentially affecting the target cost and, consequently, the pricing policy of the finished product.
In seeking to balance luxury aesthetics and sustainability, the first approach I adopted was to reduce the components that make up the packaging. This strategy proved effective not only in reducing the environmental impact but also in maintaining a high level of luxury perception of the product. Reducing does not necessarily mean compromising on quality or aesthetic appeal; on the contrary, it can mean focusing on essentiality and innovation in design, elements that can further enhance the final product.
Can you discuss any innovative materials that you explored for your packaging designs, aligning with sustainability goals?
I prioritised the selection of materials and production techniques that promote eco-sustainability. Recycled and recyclable paper has been a fundamental choice in this journey, coupled with a commitment to reduce the use of plastic coatings and elaborate prints to keep the base material as pure as possible.
Another focus area has been the selection of adhesives and dyes, intending to find sustainable alternatives that do not compromise the quality of the finished product. This required extensive research and experimentation to identify solutions that balance sustainability and performance.
Despite these efforts, one area I would have liked to explore further, but did not have the opportunity to delve into as much as I would have liked, involves the use of bioplastics and biodegradable organic films. Particularly, materials derived from renewable sources such as bamboo present great potential for the future of sustainable packaging in the jewellery and goldsmithing sectors. Bioplastics and biodegradable organic films promise reduced environmental impact, decomposing under natural conditions without leaving toxic residues.
I also recognise that there are always new possibilities and emerging materials to explore. The interest in bioplastics and biodegradable organic films remains high, and I hope that in the future there will be opportunities to integrate these innovative materials into packaging projects, further pushing the boundaries of sustainability in the luxury and jewellery sectors.
The jewellery industry is often criticised for excessive packaging. What strategies do you think should be implemented to minimise waste while ensuring the product's luxury presentation?
Indeed, we face the challenge of balancing the need for luxury presentations with the urgency of sustainable practices, particularly regarding packaging. A fundamental aspect of our approach was the analysis and use of recycled or recyclable materials. This choice not only helped reduce environmental impact but also sent a powerful message to consumers about our commitment to sustainability.
One of the most significant innovations we introduced was the adoption of self-assembling or self-supporting packaging solutions, which eliminated the need for adhesives. This decision reduced the use of materials potentially harmful to the environment and simplified the disposal process of the packaging by consumers, making it more intuitive and sustainable.
Moreover, we placed great emphasis on minimising the components of the packaging and reducing over-packaging. This not only led to a decrease in waste generated but also provided consumers with a more direct and authentic product experience, aligned with luxury and quality values.
The role of marketing in this process was crucial. We worked to build a perception of luxury closely linked to sustainability, actively communicating our eco-conscious practices and demonstrating how luxury and environmental responsibility can go hand in hand. Through targeted campaigns and effective storytelling, we were able to raise consumer awareness of the importance of sustainability, making it a key component of our brand identity.
These initiatives have shown that it is possible to create luxury packaging that is both sustainable and in line with the expectations of modern consumers, emphasising the importance of constantly innovating for the environment.
Are there any regulatory or industry standards on sustainability that impact your packaging designs?
Packaging sustainability regulations vary greatly depending on the region and country, making the regulatory landscape particularly complex for companies operating on an international scale. For example, countries like France have adopted an incentive-based approach to promote more sustainable packaging practices, encouraging companies to opt for solutions that reduce environmental impact.
Conversely, countries like India and China tend to focus on specific aspects of packaging, such as secondary and tertiary packaging and e-commerce solutions, areas where waste volume can be particularly high. This approach aims to reduce the ecological footprint of the packaging industry, addressing issues related to excessive resource consumption and waste management.
Additionally, there are various initiatives and programs, such as Green Seal, that recognise and promote sustainable packaging. These programs encourage the use of recycled and recyclable materials, further demonstrating a commitment to reducing environmental impact.
Looking to the future, what innovative materials or technologies do you believe hold the most promise for revolutionising sustainable packaging in the goldsmith and jewellery industry?
I believe that the importance of using biodegradable and recyclable materials will become increasingly central. This is because packaging, in addition to being a simple vehicle for product packaging and brand representation, has the potential to convey a strong message in terms of environmental responsibility and the brand’s social commitment. Biodegradable and recyclable materials offer an effective solution for reducing the ecological footprint of packaging, significantly contributing to the fight against pollution and unsustainable waste management.
In this context, it becomes crucial to invest in packaging design, minimise components and consider the alternative use of packaging once it has served its primary function of packaging. Innovative design can transform packaging into an item with a second useful life, offering consumers the opportunity to reuse it for other purposes. The idea of packaging that can assume an alternative function after its initial use is particularly desirable in situations where the use of eco-friendly materials can present greater challenges, both technical and economic.
