The Aura Blockchain Consortium has appointed Marcel Härtlein as its new chief executive officer and general secretary. Härtlein, who previously held the position of group head of digital and IT at Lalique, steps into this role at a pivotal moment for the organization. He expressed enthusiasm about joining the consortium, noting the importance of its mission to redefine trust and craftsmanship in the digital landscape.
Härtlein highlighted his experience at Lalique, which has allowed him to appreciate the significant impact of the Aura initiative. He stated, “It is an honor to enter in Aura at such a crucial moment,” emphasizing his commitment to building on the consortium’s legacy. His vision includes expanding Aura’s influence and enhancing its role as a collaborative standard for luxury brands globally.
In his new role, Härtlein’s primary responsibilities will include expanding Aura’s global membership, accelerating blockchain initiatives, and introducing innovative services that add value for member brands. The consortium currently comprises over 50 luxury brands and has registered more than 80 million products on its blockchain platform. This extensive network aims to provide a unified blockchain solution that helps consumers verify the provenance and authenticity of luxury goods.
Aura’s technology encompasses both upstream and downstream applications. Upstream, it gathers production and sourcing information, while downstream, it includes elements such as loyalty programs, insurance linked to products, and support for repair and resale processes. The technological standards established by Aura are designed to assist brands in adapting to emerging requirements for digital product passports.
The consortium’s initiatives align with broader industry movements toward sustainability and transparency. Notably, the SMI coalition, introduced by the then Prince of Wales, now King Charles, during the World Economic Forum in Davos in 2020, aims to promote a sustainable future in the global fashion, textile, and apparel sectors. The coalition’s Fashion Task Force, chaired by Federico Marchetti, former chairman and CEO of Yoox Net-a-Porter, seeks to drive meaningful change across the industry.
Härtlein’s appointment marks a significant step for the Aura Blockchain Consortium as it continues to evolve in a rapidly changing digital marketplace. His extensive managerial experience in the luxury sector, combined with his deep understanding of the Aura ecosystem, positions him well to lead the consortium into its next phase of growth and collaboration.
