Jewellers to benefit from combined Melbourne fairs

Jeweller reported last year that the Melbourne Jewellery Fair would co-locate with Reed Gift Fair in Melbourne to create a combined event. Both fairs will be held at the Melbourne Convention & Exhibition Centre, although each will maintain its own separate hall space. 

Melbourne Jewellery Fair organiser Gary Fitz-Roy says recent feedback from this year’s exhibitors – there are 29 new exhibitors - regarding the joining of events has been encouraging. He believes the combined event will present suppliers and retailers with a range of new opportunities.

“I think it’s an effective use of people’s time and it allows visitors to see a greater offering,” Fitz-Roy explained. 

“Comments specifically from some of the people in New Zealand are saying it looks like it’s more worthwhile to come and visit now because of the bigger offering.” 

Under the joint promotion arrangement, registered jewellery fair visitors with photo ID will gain automatic free access to the gift fair.

However gift fair visitors will have to meet a certain criteria before gaining access to the jewellery fair. Those who are successful will receive a badge that clearly identifies that their business is predominately a gift store that may sell jewellery.

“I think the different badge will go a long way to making it easier for exhibitors to identify or differentiate that there’s two major demographics of visitors – one being someone that sees themselves as a purist jewellery retailer and one that is a gift retailer that carries some jewellery,” Fitz-Roy said.  

He believes this year’s fair, which has been extended to three-days (from 2-4 February), is an important opportunity for the industry members to interact and provide each other with advice on how to improve business at a time “when things are tough”. 

In line with this sentiment, a networking evening with a relaxed social focus where the organisers will provide drinks and finger food, will take place on Sunday between 5pm and 6pm. 

“We started the networking evening ast year and we received very positive feedback from retailers and exhibitors,” he said.  

“I think that in these times it’s a really good opportunity to be able to discuss any issues that may exist in a more relaxed environment.” 

The co-located event is being conducted on a trial basis and Fitz-Roy says its results will be reviewed over the next few years. 

“At this stage we hope the joint event is an ongoing activity because we see it as a positive move,” he said.