While there are traditionally a large number of visitors eagerly waiting for doors to open on the first day of the JAA International Jewellery Fair, this year that enthusiasm seemed to be apparent from the start of the show to close.
The fact the event is being held for the first time at the new Sydney Exhibition Centre @ Glebe Island – due to the Darling Harbour redevelopment project – arguably generated curiosity but it didn’t seem to be the only reason for the increased interest.
All of the exhibitors that spoke with Jeweller commented on the positive, upbeat feeling on the show floor.
“We’ve had an awesome start to the fair – it’s probably been our best fair to date,” Kagi founder and designer Kat Gee said. “There has been so much foot traffic and everyone has been really upbeat and optimistic.”
Aside from launching a host of new ranges and in-store furniture options – a first for the supplier – Gee explained the “Spin and Win” roulette wheel was proving popular among visitors to its stand. As the name suggests, attendees are given a chance to spin the wheel in order to win a number of prizes, including a luxury getaway valued at $1,200 that will be drawn on the last day of the fair.
Bolton Gems general manager Jaclyn Carr also made reference to the large stream of visitors. She said the supplier’s team was busy all day with 80 per cent of orders being made for its Argyle Chocolate Diamonds.
Similarly, Georgini managing director Gina Kougias noted the “fantastic buzz”, adding that she had received good feedback regarding the supplier’s latest Cocktail Hour collection and new brand Chrysalis.
The Australian Jewellers Supplies (AJS) stand was overflowing all day, which could in part be attributed to the curiosity about the recently announced merger with between AJS and former competitor House of Jewellery.
The Sydney fair is often used as a launching pad for new jewellery lines. As previously reported by Jeweller, Bolt International recently secured the local distribution rights to Lola and Grace – a range developed by Swarovski Group.
The fashion-focused collection was officially introduced to the market yesterday, and Bolt International chief executive Larry Porter said the new range had been extremely well received by retailers.
Almost every exhibitor has been surprised by not only the visitor turnout but also the upbeat nature of the fair. Jeweller will have a full report tomorrow, after the completion of two days trading.
Attention-seeking initiatives
New products, however, weren’t the only drawcards. A number of visitors explained they were particularly interested in attending the various seminars, presentations and displays taking place during the three-day event.
Gina Dean, of Fishers on Cameron jewellery store in New Zealand, said that the seminars were the primary reason she and her colleague were attending the fair.
Dean added the Spotlight sessions about converting sales using social media and window displays presented by The Templar Group’s Debra Templar were useful, and she would also be implementing Jimmy De Groot’s advice about staff management in her store.
De Groot, who is visiting the fair exclusively from the US, presented the first of three seminars yesterday. The presentation outlined how store owners and managers could effectively select the right employees as well as how to retain them. He advised retailers to identify the different personality types of their staff members and to then target communication and language based on those traits.
In his presentation today at 1:00pm, De Groot will discuss boosting business through marketing, while tomorrow’s topic will deal with closing sales.
Interactive displays prove popular
Two other activities that achieved a great deal of attention was the Jewellers Bench, hosted by the Young Jewellers Group (YJG) Facebook forum, and the World Famous Diamonds display.
The Jewellers Bench is a live demonstration that puts manufacturing jewellers in the spotlight. Over the course of the three days, members of the YJG will create two rings using various techniques such as CAD, setting and engraving.
Ewen Ryley, one of the YJG founding members, explained that the interactive display had generated a lot of interest from retailers and manufacturers.
“The area has been busy since the start of the day with visitors asking lots of questions and showing a great deal of interest,” Ryley said. “Retailers seem to be wanting to learn how the jewellery is made, while the manufacturers are picking up a few other tips.”
Meanwhile, the World Famous Diamonds display, featuring 36 replicas of some of the most famous diamonds, appeared to also be a drawcard for many attendees.
The exhibition’s creator, Scott Sucher, is visiting from the US and will be on hand to answer questions throughout the fair. He is also presenting a number of educational sessions – which began yesterday – about the history and development of diamonds.
Today’s events
Such activities will continue today, along with a number of new features like the Meet the Designer initiative where the JAA Australasian Jewellery Awards finalists will share their inspirations and motives behind the design entries (winners will be announced at a ceremony this evening), JAA seminars and the bridal catwalk.
Below is a brief snapshot of some of the events taking place today:
• 10:30am – Pandora Australia/NZ president David Allen, Leadership: harness the power of your people
• 11:30am and 1:30pm – Hottest bridal trends live on the catwalk
• 12:30pm – JAA Discussion Panel on the state of the industry
• 1:00pm – Jimmy De Groot, The right message: hone and deliver marketing that makes dollars
• 2:00pm – JAA seminar on two-price advertising
• 3:00pm – Five trends affecting retail and selling to the eight different buyer styles
• 4:00pm – Meet the Designer: JAA Design Awards
• 6:00pm – JAA Australasian Jewellery Awards
YOUNG JEWELLERS GROUP: THE 1st ANNUAL BENCH CHALLENGE
THE FACES OF THE FAIR