“There is a noticeable positive vibe and sense of excitement just before the fair this year and maybe it’s because there’s been a recent shift in both the jewellery industry and retail in general, and things now seem to have turned a very positive corner. The upcoming election may also have something to do with it,” Fitz-Roy explained.
“With a stack of new releases on show, some high profile exhibitors and new initiatives on the show floor, there is a general feeling of excitement and anticipation about this year's fair.”
Fitz-Roy added that another noticeable change is the number of new releases and announcements that have been planned and co-ordinated to come together in Sydney.
“Gone are the days where some [exhibitors] used the fair to ‘dump’ slow moving stock, retailers are awake to that; they may want a bargain but what's a bargain that sits for 12 months in your shop window?
“The Sydney fair is the main game, if you’re not there you are no longer seen to be active in the industry as or supporting your retail partners. I know I will get criticised for saying that but I think it’s a fact. If you don’t exhibit at the Sydney fair then you are not serious about the industry,” he said.
According to Fitz-Roy, more than 200 exhibitors will present 10,000+ new products, and the 55 new exhibitors will be clearly identified with “First time at the fair” signage so visitors can see what they have to offer.
“It’s all about making the fair floor the central focus for the whole of the year. For example, look at how
Karin Adcock has timed her entry back into the industry by launching in Sydney. Another pleasing thing is that we are not hearing as much about ambush marketing anymore. In the past some suppliers have thought it’s clever to ride off the back of the success and the drawing power of the fairs, to ‘ambush’ from across the road in a hotel,” Fitz-Roy said.
Almost all trade fairs around the world have to contend with suppliers who choose not to support an industry event and, instead, use the event’s activities to promote to buyers from nearby venues. While ambush marketing is far more prevalent overseas, two years ago Expertise Events was forced to get tough to protect fair exhibitors.
Melbourne-based diamond dealer
A. Weiner & Co was banned from exhibiting for three years after hosting an “exclusive showing” in a nearby hotel room during the JAA's Brisbane trade fair.
“For the industry’s sake I am glad that that behaviour and activity has all but disappeared because we all need to work together for the benefit and promotion of the whole industry. For example, another new initiative that we’ve created this year to promote the Australian jewellery industry is our Media Morning Tea.
“More than 20 high profile fashion and lifestyle consumer magazine editors will be given a tour of the exhibition floor and shown all the exciting new product. We hope it will create consumer awareness in the media. Arguably, it’s something the industry association [JAA] should be organising to promote the wider industry, but if we have to do it, we will,” Fitz-Roy said.
With the enormous increase in activities at the fair this year, by both exhibitors and the organisers,
Jeweller has compiled a final wrap-up of what to expect at arguably the most important event on the industry’s calendar.
See separate story here.
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