What's new at the fair?
By Lorna Goodyer
This year’s jewellery trade extravaganza will include 70 new exhibitors, fresh Australian and international brands, retail technology developments and promotions to get the buying juices flowing. Here, we provide a round-up of some of the most exciting news.
Paterson Fine Jewellery (PFJ) will unveil its first foray into branded jewellery at this year’s fair. The new Luvlets range is targeted at the tween market and comprises composable charm bracelets that consist of sterling silver and enamel alphabet and numeric ‘blocks’. The collection is being marketed as a “one-stop-shop children’s jewellery solution”, and comes with themed packaging including carry bags, compartmentalised jeweller boxes and booklets. You can visit PFJ at stand G45.
Adrien Mann has just taken on the distributorship of Brosway Italia – a well-established European brand, which will launch in Australia at the show. The range, which uses gold, sterling silver and stainless steel with crystals and diamonds, can be seen at stand N60.
Synthetic gem jewellery specialist Carat* is exhibiting at the fair for the first time as it gears up to expand its wholesale business here. The Hong Kong-based company produces heavily branded, premium gem-set gold jewellery and has a celebrity following. It has one retail store in Noosa, Queensland, and a number of international stores.
Carat* focuses on quality craftsmanship and employs the same techniques as those used by diamond cutters in the fine jewellery industry. For more information, visit stand B15.
This year’s fair will see a US brand invasion. As well as Ed Hardy Watches and luxury jeweller Simon G from California, Legacy New York will kick off its Australian launch at the show.
The brand, which is being distributed by Iconic Jewellery, is a personalised designer jewellery range that consumers can inscribe with names or messages. Each piece is fashioned from sterling silver or 9-carat gold. The range will be available from October and the Australian debut is part of the brand’s worldwide launch. Iconic Jewellery is on stand G44.
Also hailing from America, Tapout Watches will be at the fair for the first time. Like Ed Hardy, the watches are an extension of a fashion phenomenon linked to US sports culture. You can take a look at the brand, along with Ed Hardy and Storm London at stand D52.
Luvlets tween collection
Australian watch brand Maxum will have a standalone exhibit (G21) for the first time this year, to coincide with its 10th anniversary and the launch of a new line to mark the celebration.
To smooth what can be a hectic few days, Designa Accessories – which distributes Maxum, along with Guess Watches and Jewellery, Gc Swiss Made, Timex, Marc Ecko and Pilgrim – has created an exclusive VIP area at the fair.
The space will provide an area for guests to discuss Designa’s latest ranges away from the hustle and bustle of the stand (G23), and where they can play the ‘Designa Wheel of Fortune’ to win prizes and dollars that can be used towards their orders.
Potential and existing stockists are all welcome to use the VIP room, but those interested need to register before the day. Call Amy on 02 8543 4606 to make an appointment.
This year Skagen will have two stands at the fair, as well as a Black Label Lounge (booth M44). Existing stockists have been invited to use the exclusive space to unwind, view the Danish watch brand’s new Black Label collection and pick up a gift.
The fair promises to be jam-packed with further offers and promotions to entice retailers to part with their cash. Jewelmart (stand B23), for example, is offering a bonus $250 value voucher for “Ice” in-store displays from Grant Austin Packaging (stand M34) for every $5,000 in purchase value spent with them.
TECHNOLOGY ON TOP
A number of new technology developments – some designed to increase sales or aid manufacturing and some to improve store security – will be on show at the event.
For bench jewellers, Chemgold will be showcasing its new Stereo Wax
technology, which has a surface finish of more than 10 microns and is
said to be comparable to hand carving or an injected wax, from a rubber
Brosway necklace
mould.
The company claims the technology will revolutionise
jewellers’ CAD/CAM experience by enabling them to go straight from
casting to emery and polishing, with a significant reduction in material
waste. Samples will be available at stand K43.
Exhibiting for the first time, DNA Security Solutions will be showcasing the latest technology in criminal marking security systems. The technology is designed to be placed at the store door where it marks criminals when a panic button is activated, providing a forensic link between a thief and the crime scene.
DNA claims to be the first company in Australia to use the technology, which has become well established in the UK and Europe over the past 12 months. A demonstration unit will be set up at the company’s stand (Q63) so that visitors can see the system in action, and special offers will be available at the fair. DNA managing director Tania Jolley has promised that every person to leave a business card will receive a free gift or sales offer.
Advanced Retail Management Systems (ARMS) will unveil its latest mobile point-of-sale technology at this year’s fair, which includes high-tech iPhone and iPad customer service software. The new retail tool will allow sales staff to view customer details including previous purchases, finger size and ‘wish lists’, improving interaction with shoppers.
The technology is also designed so that staff can view stock details, amend customer records, complete transactions and view the status of customer repairs away from the till. Trade fair attendees can see the technology for themselves at stand E35.
ARMS will also launch its lowest-priced, new Business Essentials software package at the fair.
Posted August 26, 2010