Two NZ fairs are better than one, or are they?

2.5 k views | Posted September 07, 2010 | By Coleby Nicholson

It’s trade fair time again, but in New Zealand that means two trade fairs running at the same time. Which fair will you attend and which is more suited to your needs?

You can have one of two views:
1. Two jewellery fairs is good for the industry, and in particular retail buyers, because it offers different styles of events.
2. Two jewellery fairs is not good for the industry, in particular retail buyers, because it divides loyalties and makes it harder to visit both events.

With that in mind, we decided to ask the competing fair organisers, JWNZ and NZJF, a number of questions so that readers could assess how they are different.

Below is the response from Gary Fitz-Roy, managing director of Expertise Events – the organiser of the New Zealand Jewellery Fair at the ASB Showgrounds.

We asked the same questions of the JWNZ Fair organisers but unfortunately no response has been forthcoming.

What improvements have been made for visitors to the fair at the Showgrounds?
We have changed our layout slightly, making it easier for visitors to get around the floor. Most importantly, all major jewellery brands will be at the Showgrounds fair.

Branded jewellery seems to be the future of the industry, and in recent years the major brands have made the difference for many retailers. So, for example, for the first time companies like Thomas Sabo will be exhibiting in New Zealand and they are exclusive to our fair.

Of course, Pandora will be showing its new range, which was a staggering hit in Sydney last week, and we have a number of other large brands too.

Our commitment to education is again emphasised with a must-see seminar on "Succession Planning” for jewellers. The session will explore the challenges of ensuring the business stays in family hands as well as what to do if you want to exit and no family member wants to continue. The Showgrounds fair will also showcase a number of industry initiatives, including the launch of the new Makers Mark, and as well as the inaugural lifetime award for contribution to the New Zealand Jewellery industry.

What improvements have been made for exhibitors?
As a response to feedback from our inaugural event last year, we have introduced two levels of exhibiting to cater for all products and budgets. While we recognise that most of the big brands were reluctant to exhibit their product in a budget-style fair, we need to recognise that many smaller operators need to contain costs, so I think this year’s event provides a happy medium between large, showcase-style exhibition space and a smaller, more intimate style.

The feedback we had after last year was that visitors loved the fact the Showgrounds is all on one level, which creates an environment easy to compare and review. One level means that all exhibitors are treated equally and do not feel left out when visitors do not go upstairs. In addition, one of the advantages in dealing with a professional trade fair organiser is that exhibitors have access to all our ongoing education to ensure they get maximum results from visiting the fair.

Do you expect your fair to be better this year, and why?
I expect to build on the event from last year as the New Zealand economy has improved slightly. It was our first time at the Showgrounds, which is a space specifically designed for fairs, and we learned a lot about the venue.

Additionally last year we were able to attract many visitors that had not been to the JWNZ fair for some years and this opened up new business for exhibitors.

It’s all well and good to have chain store staff attend local fairs but, in reality, the big chains source 95% of their product offshore and this offers very little benefit for New Zealand wholesalers and exhibitors. It’s the old adage of quality versus quantity.

This is the second year that New Zealand will have two trade fairs at the same time servicing the same market. Do you think this is still wise and how long can it go on for?
No, I do not think it is wise to have two trade fairs running virtually at the same time, although, ours starts a day earlier than JWNZ. It should be remembered that we entered the Kiwi market because many exhibitors asked us to start a new fair.

There was a belief that the JWNZ fair had not kept up with the times and the more upmarket exhibitors wanton longer wanted to display their product in a trestle-table format. The times had changed. Many exhibitors approached me, saying that a new-style fair was needed in New Zealand.

Many also did not like the two-level arrangement and criticised the venue as not being ‘trade fair friendly.’ The racecourse is not designed for trade events.

Also,what many people do not realise is that up to 200 Kiwis have been coming to the Sydney fair in some years – that was also telling us something!

From day one we have offered all three New Zealand jewellery associations the chance to unite the industry under one roof. Not only should there not be two trade fairs there should not be three associations in such a small market. The Kiwi jewellery industry is fragmented and disjointed and the existence of two trade fairs is symptomatic of the larger issue.

I have been totally upfront in my belief that trade associations have specific roles and purposes. They exist to unite an industry, represent members, lobby government, promote to end-users and sometimes offer education. Associations can have enormous benefit with a connection to trade events without having to put their members’ money at risk. They are in the business of running an association – not running trade shows or commercial operations.

With that in mind I offered to run a trade fair that benefited the entire New Zealand industry, just like we do in Australia. I believe we can still have one trade show in a united New Zealand jewellery industry, but right now there are essentially three associations offering a duplication of services and incurring administration costs, which does not benefit the industry as a whole.

A united industry offers a strong, single voice but right now it’s watered down into factions and that does not reflect or represent a successful industry. Just as the Sydney jewellery fair is a platform that unites and celebrates the industry over a few days, it’s my belief that, eventually, commonsense will prevail and past histories and differences will fall by the wayside.

Expertise is still happy to discuss organising one fair for the benefit of the entire New Zealand jewellery industry, but for the meantime it seems there is no option but to continue with two fairs.

Editor’s Note: The JWNZ Fair was asked the same questions for our readers but many attempts to seek information was met with silence. Should the JWNZ wish to provide information, we will gladly publish it for the benefit of readers.

More information:
New Zealand Jewellery Fair
JWNZ Fair