By: Robert Sterling – SeaPRwire – Most jewelry brands treat trade shows like seasonal photo ops. They show up, smile for the cameras, then disappear until the next event. Tirisi is doing something different under Diego van Sommeren. The Dutch house just added COUTURE Las Vegas to a calendar that already includes INHORGENTA Munich and VICENZAORO. That move looks routine on paper. In practice it signals a tighter grip on how the brand meets retailers, distributors, and media across two continents.
Diego van Sommeren, Head of Digital & Brand Development at Tirisi.
Official statements frame the expansion as natural growth. Van Sommeren took the Head of Digital & Brand Development title in May 2025. He now oversees marketing, digital initiatives, HR, and office operations. He started with the company in 2019 as Lead Graphic Designer. By February 2021 he ran Art & Marketing. The promotion simply widened the aperture. The company says the three shows let Tirisi present collections, meet partners face to face, and build long-term relationships. Van Sommeren himself calls trade shows more than collection displays. They are places to tell the brand story and create the personal connections the jewelry trade still runs on.
The commercial reading is sharper. Adding COUTURE Las Vegas is not about collecting another stamp on the calendar. It is about securing direct access to influential U.S. retailers who still decide what sits in high-end display cases. European shows already cover the home base and international network. Las Vegas opens the North American door without the cost of a full retail rollout. Every meeting, every presentation, every media conversation becomes a controlled brand touchpoint. Global PR and digital visibility are being tightened at the same time. Support for existing retail partners is being reinforced. The goal is not louder presence. It is consistent presence. The brand identity stays confident, feminine, and contemporary. Nothing dilutes that core while the map expands.
This approach forces a quiet recalibration in the mid-tier designer jewelry space. Brands that still rely on sporadic show appearances and scattered digital campaigns will find the gap widening. Tirisi is choosing platforms with intent, building partner relationships that outlast any single collection cycle, and aligning creative work with commercial outcomes under one roof. The result is a more durable international platform. Other houses will either match the discipline or watch shelf space and distributor attention shift. The practical next step for any competitor is simple: audit every trade-show dollar against the quality of the conversations it produces, not the square footage of the booth. Author bio: Robert Sterling, a veteran operator with decades of hands-on experience building and scaling physical consumer brands across multiple markets.