Blockchain body appoints general secretary
Aura Blockchain has appointed former Balenciaga and Gucci executive Dr Daniela Ott as its first general secretary. Aura Blockchain is a new non-profit organisation launched in April by luxury companies LVMH, Prada and Cartier.
Its aim is to promote the use of blockchain technology to make sure consumers have the information they need on transparency, traceability and product authenticity. Aura will push for the use of a single global blockchain solution platform, which it says will be open to all luxury brands across the world.
On taking up the post, Dr Ott described Aura as “a visionary collaboration” that will address “shared challenges” and drive change in the luxury industry.
She said blockchain technology, which works by matching information about a product to information about a client through a chain of secure, non-reproducible, digital blocks, will help luxury brands communicate with consumers about authenticity, responsible sourcing and sustainability.
“I am convinced the uniquely advanced and innovative technology we offer to our customers will enhance their trust in the quality of our partners’ products,” she said.
Immediately before joining Aura Blockchain, Daniela Ott ran her own luxury- and fashion-focused consultancy firm, Agape Strategy Consulting, which she launched after a spell as chief executive of Eden Being, part of Oetker Luxury Hotel Collection.
For 15 years before that, she worked at Kering, leading strategy and merchandising for Balenciaga and strategy for Gucci, among other roles.
