Aura Blockchain Consortium has named Marcel Härtlein, previously group head of digital & IT at Lalique, its new chief executive officer.
The Aura Blockchain Consortium has named Marcel Härtlein its new chief executive officer and general secretary.“It is an honor to enter in Aura at such a crucial moment,” Härtlein said. Through the experience with Lalique as part of the consortium, he said he “could appreciate its impact in redefining the concepts of trust and artisanship in the digital era.
”He enthused about “building on this legacy, accompanying the expansion of Aura and strengthening its role as a collaborative standard of excellence for the main luxury brands at a global level.”Group and chairman of Aura. “His managerial experience in the luxury sector and his deep knowledge of the Aura ecosystem make him the ideal person to lead this new phase of growth and collaboration. Marcel embodies the founding values of the Consortium: innovation, integrity and research of excellence.” Härtlein is tasked with the expansion of Aura’s global membership, the acceleration of the blockchain and the introduction of new services and solutions with added value. Among the goals is to continue to protect the integrity of the brands, increasing transparency along the chain and strengthening the bonds between brand, partner and end clients. The consortium today includes more than 50 luxury brands and has registered more than 80 million products on its blockchain. Aura promotes the use of a single blockchain solution open to all luxury brands worldwide to help consumers trace the provenance and authenticity of luxury goods. It offers a range of solutions to more than 25 member brands, including The blockchain can include both upstream, meaning production and sourcing info, and downstream, meaning loyalty programs or insurance tied to an object, as well as repair and resale. The tech standards that Aura’s blockchain has been creating are establishing a framework and technological standard that will help brands adapt to the needs of digital product passports.The SMI coalition, aimed at accelerating the transition toward a more sustainable future in the global fashion, textile and apparel sector, was launched by the-then Prince of Wales, now King Charles, during the World Economic Forum at Davos, Switzerland in 2020, and its Fashion Task Force is chaired by former Yoox Net-a-porter chairman and CEO Federico Marchetti.Holly Ramsay Marries Adam Peaty in Classic Lace Wedding DressAsics Is Releasing the Newest Version of Its Everyday Running Shoe…. We use vendors that may also process your information to help provide our services. // This site is protected by reCAPTCHA Enterprise and the Google. We use vendors that may also process your information to help provide our services. // This site is protected by reCAPTCHA Enterprise and the GoogleWWD and Women's Wear Daily are part of Penske Media Corporation. © 2026 Fairchild Publishing, LLC. All Rights Reserved.
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