Building on the success of its pioneering film, launched last March, Pomellato's 2019 video engages a cast of opinion makers to discuss some of the most important topics affecting women and society. From inclusiveness to sisterhood, each contributor openly shares their knowledge and experiences, resulting in a sort of mutual idea exchange. They encourage people to fight sexism, racism and any kind of inequality, to demand one's rights with voices raised and eventually make the world a better place for everyone. It's pointed out in the video that inclusion is not an end, but simply a starting point.
Under the stewardship of talented young director, Igor Ramirez Garcia-Peralta, the video is now available on the company's official website and its Chinese social media platforms, weibo and WeChat.
Belli claims that consumers in China are very sophisticated and respond very well to brands with both a strong heritage and a strong sense of innovation.
Speaking on choosing Zhang as the face of the brand in China, she describes Zhang as "independent, audacious, unconventional and inclusive," noting that: "Zhang values authenticity and she is actively involved in charity work to make a difference for others. She is confident in who she is, she uses her great empathy to navigate the world, she is joyful and a positive role model. This is the spirit of Pomellato women."
Belli mentions three figures: 5 percent, 75 percent, and 85 percent.
She claims that less than 5 percent is the proportion of female CEOs in top companies worldwide; 75 percent is the proportion of female employees at Pomellato Group, half of them being junior or middle positions; and 85 percent is the proportion of purchases of Pomellato jewelry made by women themselves, for themselves, with their own money - often as a reward, a personal gift or a self-celebration.
Belli reveals that she was a client of Pemellato before she accepted to work for the company, and as the CEO, she has a better understanding of the joy and confidence the brand should bring to women.
Pomellato plans to deepen its commitment to the "Sisterhood Initiative" during the second half of 2019, with activities planned to benefit women.
As Belli says in the video, "the future demands that we act."
xuhaoyu@chinadaily.com.cn
