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Resist, react, plan: the goldsmith sector as a whole is getting organised in view of the coveted restart, even if only hypotheses can be made as for the times and ways of a true recovery, also relying on the positive results obtained over the last few months in terms of sales and on the determination to catch all the opportunities and trends of the period. Due to the forced, almost total absence of travels, exhibitions and live events, in fact, companies and retailers capitalize on old and new strategies to communicate, stand out and win consumers that, more than ever, want to gratify themselves being involved in new and inclusive shopping experiences, also in person. Now, thanks to on line and off line technologies you can enter a jewellery and have fun composing your jewel or having it customised or tailor-made... In the jewellery you can find the perfect gift to show your love and closeness to the beloved ones, expressing feelings and values even more precious in a period characterised by a great frailty. Always speaking about values, sustainability, ecology and circular economy are, finally, other key messages that an increasingly higher number of companies want to underline in their communication, sharing a commitment with a social or environmental vocation that, as we have often pointed out, is now firmly in the mind of consumers that, in trying to find a sense in what is happening, are increasingly appreciating commitments as the traceability of gems, the use of renewable sources, the respect of environment and of the workers’ rights, fairmined metals, well aware of the critical challenges we will face in the near future.