This appointment comes at a symbolic moment for Aura, as it continues to evolve from a pioneering initiative into a leading infrastructure for the luxury sector. Today, the Consortium brings together more than 50 luxury brands and has registered over 80 million products on its blockchain, contributing to a redefinition of authenticity and transparency through technology, while offering millions of customers increasingly direct, verifiable and reliable access to product and supply chain information. This approach strengthens trust and enhances customer experience, supporting more conscious and sustainable consumption models.
“Today, Aura represents far more than a technology platform. It embodies a vision for the future of luxury. Taking on this role is both an honour and a responsibility. In a context where trust is becoming increasingly central, our ambition is to help define a global standard that ensures transparency, protection and value throughout the entire product lifecycle.” – Stefano Rosso
Rosso’s appointment comes at a time of acceleration for Aura and for the broader luxury ecosystem, where the Consortium is increasingly positioning itself as a catalyst, aligning brands, partners and stakeholders around a shared infrastructure – now spanning multiple sectors, from fashion and accessories to jewelry, automotive and spirits – designed not only to address emerging regulatory requirements, but above all to generate competitive advantage and sustainable value.
