New luxury is not related to status symbol anymore, but to values characterized
by self-referred meanings. It appears, therefore, as the sublimation of individual choices directed to one’s fulfilment. Two different dynamics of luxury emerge. One, downward, is focussed on the esthetic/emotional valorisation of commodities and is addressed to a wide range of consumers, even though for sporadic purchases. The other, upward, is a synonym of exceptional and tailor made goods, as well as handcrafts masterpieces, and is a privilege of an extremely narrow target. A qualitative analysis of advertising campaigns shows that the communication strategies of a traditional market such as jewellery has
embraced new languages and values, after considering emergent behaviours and targets, especially young people and men.