Laura COHEN HAZAN

Head of Com & Mktg | SWAROVSKI ATELIER

Laura started her communication life working at the Kering Group. After 2 years of brand repositioning and corporate affairs, she entered Boucheron as a PR specialist. From communication assistant to international global strategist, Laura learned for 6 years there the art of communication and copy writing in the luxury goods market and jewelry industry.  She is now in charge of developing Atelier Swarovski, the luxury entity of Swarovski. Part of the function is to install and create desirability for the brand new jewelry line made with lab grown diamonds.

questionnaire

1.)        What was your very first job?
I worked at the Opera Syndey House in the marketing department. What stroke me my was the ambition of this cultural institution to push a Robbie Williams concert one day, and a Nutcracker ballet the other almost the same way and with the same passion. I discovered the importance of building bridges between the popular culture and the so called “elite” culture to simply create emotions.  

2.)        Please describe, in your own words, what your job is and what work it entails.
One part of my job is to develop appealing and coherent communication and marketing campaigns on all channels (media, social & digital, Press, point of sale, CRM, training…) for crystal jewelry collections.  The other part is to install a new ethical line of jewelry using created diamonds and Fairtrade gold to all audiences (internal, external, institutional).

3.)        How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today?
I always loved reading and writing.  I ended up in a communication school by accident and realized I could create stories, provoke emotions and make a brand live through my concepts. I then was lucky enough to meet extremely talented mentors who helped me find my voice and brought the best in me. 

4.)        In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant?
I read a lot. Every day, all day. Novels, magazines, comics, articles… And I love brainstorming with my team, finding new ideas, looking at other industries, other fields, other continents…it helps questioning ourselves and refresh our minds.

5.)        If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be?
I worked with a great team to develop a jewelry exhibition that was the opposite of what people were expecting. Far from traditional display of big stones, we tried to open the workshops and create a real connection with the visitors. We used AR as well as actors to narrate stories…everyone thought we were crazy, and we actually were a bit! We put ourselves in danger, we had doubts, we were exalted to do things differently and finally it was an amazing success. Because we did it to create emotions, and pass on our passion for this brand and its craftmanship. 

Today I am proud of working on shaking the jewelry industry in another way, bringing ethical and responsible materials to the game. Lab-Created diamonds are controversial and are scary for the industry. But the purpose is noble, the outcome revolutionary. It gives a real new meaning to my job.

jury

Director of Communications | MASSIMO DUTTI
Co-Founder | ALTMANN + PACREAU
Groupe Creative Director | GOOGLE
Global Brand Image | LACOSTE
Global Marketing & Comm. Dir. | ROGER VIVIER
Director Brand Communication | ADIDAS FRANCE
Image Director | GQ, CONDE NAST
Creative Director | AGENCE BABEL
Head of Brand & Comm. | SARENZA
Founder | ALL CONTENTS
Designer
Digital Comm. Dir. | FONDATION LOUIS VUITTON
Creative Director | FAUCHON
Photo Director | M6
Marketing Director | LANCASTER
SVP Marketing | BECAUSE
Head of Com & Mktg | SWAROVSKI ATELIER
EVP & Creative Dir. | SWAROVSKI
Executive Creative Director | ZAKKA
Innovation Excellence Mktg Dir. | COTY
Art Director | GUERLAIN
Digital Creative Director | CHANEL
Communication Director | L'ORÉAL LUXE
Communication Dir.| TARA JARMON
Global Digital Director | PERNOD RICARD
Global Image Director | HENNESSY
Creative Dir. | ADOLFO DOMINGUEZ
SVP Global Mktg Strategy | ACCORHOTELS
Assoc. Creative Director | HEREZIE
Global Comm. & Mktg Dir. | LONGCHAMP
Chief Marketing Officer | L'OREAL
Global Creative Dir. | COTY
VP Digital Transformation | LVMH
Assoc. Comm. Dir. | TF1
Glbl Hd of Comm & Image | MAKE UP FOR EVER
Advertising Mgr | BULGARI
ECD, Pdt Creative Council | McCANN
Image & creation Gp Mgr | GUERLAIN
Art Director | CONDÉ NAST ITALY
Creative Director
VP Marketing & Comm. | LECAB
Executive Creative Dir. | BSUR
Head of Prod & Art Buying | PUBLICIS ET NOUS
General Dir. & Production Dir. | HAVAS
Executive Creative Dir. | MAZARINE
Executive Creative Dir. | WE ARE SOCIAL
Creative Communications Director | CARTIER
Head of Image & Digital Comm. | PETIT BATEAU
EMEA Comm. Director | SMASHBOX COSMETICS
Creative Director | DAILYMOTION
Glbl CD Luxury | INSTAGRAM & FACEBOOK
Digital & Retail Marketing Dir. | VALENTINO BEAUTY
Communication Dir. | VALUE RETAIL FRANCE
General Manager | ADIDAS
SVP Global Marketing Make-Up | GUERLAIN
Creative Dir. Digital & Integrated | W & CIE
CMO & General Mgmt | LE PRINTEMPS
Comm, Marketing & Digital Dir. | AGATHA
VP Marketing & Comm. | GAMELOFT
Executive Creative Dir. | ARMANDO TESTA
Deputy Managing Dir. | PUBLICIS LUXE
Global Head of Creative Prod. | DIESEL
WW Head of Global Comm. | FREDERIC MALLE
Brand Director | AUBADE
VP Marketing Champagne | PERNOD RICARD
Communication Dir. | RELAIS & CHATEAUX
Creative Dir. & CEO | AL DENTE
Head of Art Buying | BETC
Advertising Creative Dir. | M6
General Director | JONAK
Creative Director | ESTÉE LAUDER
Creative Studio Director | SHISEIDO
Exec. Creative Director | BABEL
International Marketing Dir. | RUINART
Executive Creative Dir. | CHEIL
Head of Global Brand Comm. | CLUB MED
Executive Creative Dir. | TBWA
Global Head of Print | BETC
Events Dir. | CHRISTIAN DIOR PARFUMS
Creative Director | COTY LUXURY DIVISION
Creative Dir. | PATRICK REMY STUDIO
VP Creative & Design | COTY, LUXURY DIV.
Communication Dir. | DRIES VAN NOTEN
Marketing Director | PERNOD RICARD
Comm. & Image Director | LADURÉE
Head of Comms & Influence | L'OREAL CPD
Creative Director | BETC
Global Creative Dir. | DARPHIN
Global Head of Creative | SWAROVSKI
Chief Mktg & Comm. Officer | SONIA RYKIEL
Communication Dir. | GRUPPO MAX MARA
President | HEREZIE GROUP
VP Advertising | GAMELOFT
Partner, CCO | SERVICEPLAN
Int. VIP & Image Mgr | ROBERTO CAVALLI
Founder | YORGO & CO.
Art Director | MONCLER
Creative & Image Dir.| SONY MUSIC
Storyteller & Creative Director | NWA
Communication Director | NINA RICCI
Head of Strategy | DDB Barcelona