# AURA Blockchain Consortium for Luxury Goods Authentication

> The AURA Blockchain Consortium is an industry-wide platform for luxury goods authentication, founded in 2021 by LVMH, Prada Group, Cartier, and OTB Group. The platform registers each luxury product with a unique digital identity on the blockchain and enables complete traceability throughout the supply chain. With over 70 million registered products and more than 50 member brands, the consortium successfully combats counterfeiting and strengthens customer trust in product authenticity.

**Sector:** Tertiary sector · **Industry:** E-commerce · **Organisation:** LVMH Moët Hennessy Louis Vuitton · **Maturity level:** Production

Canonical URL: https://www.sapientblock.com/en/use-cases/lvmh-moet-hennessy-louis-vuitton-luxusgueter-authentisch-verifizieren

## Documentation status

- **Project status:** Production
- **Evidence:** Evidence high
- **Editorial review:** Ufuk Avci, 15 April 2026

## Description

The Aura Blockchain Consortium was founded on 20 April 2021 by LVMH, Prada Group, and Cartier (Richemont) as a non-profit platform. Technically, the private blockchain is based on ConsenSys technology and Microsoft. Each product receives a unique digital ID linked to the customer ID — an immutable chain of digital blocks documents the complete product biography from raw materials to sale and resale.

The Aura Blockchain Consortium is the first global blockchain specifically for the luxury industry. Founded on 20 April 2021 by LVMH (via Louis Vuitton), Prada Group (via Prada), and Cartier (part of Richemont), later joined by OTB Group. The platform is structured as a non-profit organisation and accessible to all luxury brands worldwide — not just the founders. Toni Belloni, LVMH Managing Director: "A unified industry solution significantly eases the customer experience, instead of having to deal with multiple different solutions." Technically: ConsenSys + Microsoft, private blockchain. Each product receives a digital ID linked to a customer ID. Active brands at launch: Bulgari, Louis Vuitton, Hublot, Cartier, and Prada. For example, Hublot offers digital e-warranties that customers can verify via smartphone photo. Louis Vuitton uses Aura for LV Diamond certificates. By 2024: over 50 member brands, over 60 million registered products. LVMH alone encrypted over 580,000 products in 2023 for Fendi, Celine, and Givenchy (200% increase vs. 2022). The consortium is working on compliance with the EU Ecodesign for Sustainable Products Regulation and the Digital Product Passport.

## Benefits

- Companies benefit from improved brand protection and strengthened customer trust through transparent product authentication.
- Customers gain immediate certainty about the authenticity of their luxury purchases through simple smartphone verification.
- Blockchain-based authentication creates immutable product identities that make counterfeiting practically impossible.
- The consortium structure enables industry-wide standards and cost-sharing in technology development.
- Over 70 million registered products demonstrate the scalability and practical feasibility of the solution.
- Employees receive efficient digital tools for quality assurance and customer service regarding authentication queries.

## Challenges

- Companies must connect existing ERP systems to the AURA platform via standardised APIs and train employees in new technologies.
- Integrating NFC chips into all products requires changes in established manufacturing processes and additional investments.
- Coordinating over 50 member brands with different technical systems and processes is complex.
- Introducing new digital authentication procedures requires retraining and adjustments to traditional workflows.

## Technology foundation

AURA uses a private blockchain with a Proof-of-Authority protocol, which is energy-efficient and offers high security. The blockchain-agnostic solution integrates NFC chips and RFID technology directly into products, enabling seamless linking between physical luxury goods and their digital identity on the blockchain.

## Sources

- [Cartier partners with LVMH and Prada Group to form the Aura Blockchain Consortium](https://www.richemont.com/news-media/press-releases-news/cartier-partners-with-lvmh-and-prada-group-to-form-the-aura-blockchain-consortium/)
- [OTB Group AURA Blockchain Integration](https://www.otb.net/en/aura)
- [Louis Vuitton AURA Consortium FAQ](https://us.louisvuitton.com/eng-us/faq/services/aura-consortium-blockchain-the-lv-diamond-certificate)
- [AURA Blockchain Groundbreaker Award 2025](https://auraconsortium.com/news/aura-blockchain-groundbreaker-award-cnmi-2025)
- [AURA Consortium Official Website](https://auraconsortium.com)