As it sets its course for a new phase of international growth and development, Aura Blockchain Consortium, the non-profit consortium founded in 2021 by fashion and luxury giants LVMH, OTB Group, Prada Group, and Cartier (part of the Richemont group), has appointed Marcel Härtlein as its new CEO and secretary general.

Bringing extensive experience in the luxury sector, Marcel Härtlein joins Aura after serving as group head of digital and IT at Lalique, the heritage crystal maison and consortium member, where he was also a member of the executive board and led major customer-centric digital transformation and innovation projects on a global scale.

In his new role, Härtlein (who studied at IMD Business School and Harvard Business School, specialising in digital strategy and digital excellence) will steer Aura through the next phase of its evolution, leveraging its pioneering blockchain platform with the goal of strengthening connections across the luxury value chain. His priorities will include expanding the consortium’s global membership, accelerating adoption of blockchain technology, and introducing new value-added services. These priorities are a natural fit for Härtlein who, coming directly from Aura’s ecosystem, already has a deep understanding of the consortium’s member companies and its mission.

Under his leadership, Aura will continue to expand its portfolio of solutions, safeguard brand integrity, increase transparency along the value chain, and strengthen ties between brands, partners, and end customers, the consortium said in a statement. This trajectory reaffirms Aura’s ambition: to put authenticity, trust, and the customer experience at the heart of luxury in the digital age.

Aura Blockchain Consortium was established to define a shared standard for the digital transformation of luxury brands, promoting transparency, collaboration, protection of member brands’ authenticity, and responsible innovation. Today, the consortium brings together more than 50 luxury brands and has registered more than 80 million products on its blockchain.

“Having experienced the consortium from within a member company, I have been able to appreciate its impact in redefining the concepts of trust and craftsmanship in the digital age,” said Marcel Härtlein, adding that he is “excited to work and build on this legacy, helping to drive Aura’s expansion and strengthen its role as a collaborative standard of excellence for leading luxury brands worldwide.”