NZ jewellery fairs go head to head

A few days out from the two New Zealand jewellery fairs, both organisers are confident of successful events.

JWNZ secretary Craig Anderson believes that the 16th Annual event will be well supported and NZJF organiser Gary Fitz-Roy said  a number of improvements to this year’s show will make it a bumper year. 

Fitz-Roy said, “Our registrations are slightly ahead of 2009, which is pleasing given the shocking events in Christchurch. I am sure a number of businesses in the South Island have been affected by the recent earthquake and have higher priorities at the moment.” 

He said that even taking these matters into account, he expected visitor attendance to be in line with last year or even slightly ahead. “We have improved our registration process, making it far easier to register to attend at the Showgrounds. And visitors still have time to register online.”

Anderson advised that there would be 78 exhibitors at the Ellerslie Convention Centre and all are listed in Jewellery Time magazine, which will be available to visitors at the registration desk. At the NZJF show, morning visitors can win a Guess watch, courtesy of Designa Accessories. 

The NZJF has modified its floor plan this year to accommodate smaller exhibitors. “While some Kiwi exhibitors would prefer a low-key approach to their branding – something we have acknowledged with smaller stands this year – the reason why NZJF exists is to showcase the top-selling brands that drive the overall market. 

“Quality of exhibitors and products is what counts at any fair, not quantity, so we have concentrated on gathering the leading brands that can’t easily be seen on a day-to-day basis in New Zealand,” Fitz-Roy explained. 

JWNZ has also changed this year’s arrangements, by allowing larger, non-trestle table exhibitors.

Fitz-Roy said that while it was unfortunate that there was still two trade fairs operating and conceded that the market isn’t large enough to accommodate both, “it should be remembered that the NZJF came about from a need for the larger and more successful brands to increase the quality of the presentation to that in-line with international standards”. 

Fresh from a hugely successful Sydney trade fair, Thomas Sabo is sure to be a draw card at the Showgrounds, given that it’s the first time the increasingly popular brand is exhibiting in New Zealand.

Fitz-Roy said, “Pandora is back again along with Guess, Pilgrim, Victorinox, Edge of Sweden and Guy Laroche. We recognise that retailers are time poor and in challenging economic conditions it’s really important to be assured you will see products that can make a tangible difference to your store’s future results.

“While it’s important for retailers to support their local industry, it’s very important to stay up-to-date on trends, ad it’s always good to see how the big brands lead the market even if, in some cases, your are not currently stocking them.”

One attraction for visitors to JWNZ is a daily NZ$1500 cash draw,whereas NZJF has organised a number of free seminars and education programmes along with Karl Williams, the recent Kiwi winner of a prestigious international GIA design competition, who will tell his story on Sunday September 26.