It’s been said that ‘little things mean a lot’, a suggestion that the smallest details often have the largest impact, and this year’s Sydney Fair exemplified this wisdom.
While the driving force of the trade show was business-to-business networking and transactions, it was the extra features on the periphery of the event that generated consistent praise from retailers and suppliers.
The most obvious example was the choice of live music in Sydney. Before the doors opened, attendees were welcomed by a live violin performance in the foyer from Scarlett Aalders, the co-founder of local musical group Celeste Strings.
On the second day, Emily Chu provided a piano performance, and as the affair closed on Monday afternoon, R&B and jazz performer Junio Karo Karo played saxophone. Each offered a fitting soundtrack and was consistently praised by participants.
• The central highlight of the weekend was the ‘Big Night Out’ on Saturday, with more than 250 members of the local jewellery industry climbing on board a boat for a 2.5-hour cruise through Sydney Harbour.
In stark contrast to traditional industry event formatting, the evening provided a refreshing change of pace. Aside from a brief welcome announcement shortly after departure, the event unfolded without any formalities. Lively and spirited conversation, food and drinks, and a heaving dance floor were all that was required for the event to be branded a success.
In the early hours of Sunday, discussions among the crowds at the Sydney Fair were dominated by rave reviews of the event and words of encouragement for those who had missed the opportunity to participate next year.
• The Big Night Out was supported by Australia’s three jewellery industry buying groups – Nationwide Jewellers, Showcase Jewellers, and the Independent Jewellers Collective.
Nationwide Jewellers traditionally hosts its annual awards night in conjunction with the Sydney Fair; however, those awards have been shifted to the group’s conference in April 2026.
With that said, the group still announced the winner of the Apprentice of the Year Award at the show – and this year’s top prize went to Zoe Lanham from Haab Designer Jewellers in Tasmania. Lanham received the coveted Nathan Cameron Perpetual Trophy and, as the winner of the Apprentice of the Year Award, received $5,000 in prize money to spend on tools and equipment to further her career.
• In what has quickly become a central highlight of the annual Sydney Fair, the return of the Mystery Box Bench Challenge was warmly welcomed by buyers and suppliers alike. With more than $5,000 in prize money on offer, 12 students from Design Centre Enmore (TAFE NSW) competed across three days – two qualifying stages on Saturday and Sunday, before the grand finale on Monday.
The winner of this year’s Mystery Box Bench Challenge was Brielle Prince from Meg Maskell Fine Jewellery. Max Housden (Kristopher Graydon Jewellers) finished in second place, followed by Lachlan George in third.
TAFE NSW head teacher of jewellery design, Gina Kind, told Jeweller that the competition remains in its infancy and that many ideas have been floated that will expand it in future years.
“We’ve got plenty of ideas on where we can take the competition in the future. Many people have suggested that screens would be a great addition, offering a live broadcast of each bench as the jewellers work away,” she said.
“One person even jokingly suggested that we should have a dedicated television or streaming channel. We’ve discussed introducing an open division in the past, for established jewellers, and the idea of having past students participate is also interesting.”
• Also turning heads was the Pick A Pearl Experience, sponsored by Ikecho. Held three times daily during the Sydney Fair, this interactive event invited visitors to dive into an ocean-themed sandpit and choose an oyster, with a chance to win from a prize pool worth more than $5,000.
The major prize was the Ophelia Pendant, valued at $2,900, which features an Australian free-form Mabe pearl. Crowds gathered eagerly throughout the day to take part, and Ikecho CEO Erica Miller said it was a memorable experience.
“The Pick A Pearl Experience was great, we’re thrilled with how it unfolded. We’ve had the chance to meet so many new people and forge some important new contacts,” she said.
“We’re really appreciative of Gary [Fitz-Roy] and Expertise Events for organising the promotion, it was a lot of fun. When the winner of the grand prize was announced, it was really surprisingly emotional - all of the winners were over the moon."
• The International Jewellery Fair marked a bold new direction for Retail Edge Consultants, centred around the launch of the Business Excellence Awards on the opening day.
The winner of the grand prize – the Store of the Year Award – was Springfield Jewellers in Queensland, narrowly leading Robert Cliff Master Jewellers (New South Wales) and Suzy’s Fine Jewellery (Victoria).
Retail Edge Consultants also spearheaded the introduction of ‘The Village’ – exhibiting alongside Zeller and Podium and offering a range of technologies designed to enhance jewellery businesses under one roof. Business development manager Kim Ridley said she was thrilled with the reception to the concept.
“Our area was absolutely buzzing. We’re really happy with how it turned out, it made so much sense to group these companies together, and the responses from visitors were very positive,” she explained.
Enough fun and games
While the entertainment surrounding the International Jewellery Fair will undoubtedly secure the event as a memorable occasion in the minds of retailers and suppliers, at the end of the day, it’s a business affair.
Walking the show floor, it was commonly reported that foot traffic appeared to have declined from the previous year; however, the intention of buyers had sharpened, and many had arrived in Sydney with a specific purchasing strategy in mind.
Naturally, these reports are subject to bias among exhibitors, as they are confined to their stands for the majority of the show. Consequently, reports also conflicted regarding the timing of buying – some suggested that traffic in the mornings was busy and the afternoons were quiet, while others reported the opposite. Such is life at the Sydney Fair!
Beyond the occasional reports of slow business, most exhibitors suggested on the third day that they expected sales to reach a level similar to that of the previous year. There are, of course, always outliers. Chief among them this year is Himalayan Treasures. When asked about the weekend, head designer Brendan Wilson was somewhat at a loss for words.
“This has been a record year for us. We didn’t expect this at all. The economy has been reasonably slow, but people have just been loving what we had to display and making orders,” he told Jeweller.
“We heard some familiar reports from retailers about their business, that the winter had been long and hard, but we received so much kind feedback about our products. We’ve barely had time to sit down, so many people stopped by and said that our designs are unique and there’s nothing else quite like it on the market.”
Wilson added: “This was all very much unexpected. I’ve never experienced anything like it, 15 or so years in the business, and we’re just over the moon.”
Located nearby was Duraflex Group Australia, showcasing DKNY Watches and Connoisseurs for the first time, as well as a range of new additions to the company’s wide-reaching watch and jewellery portfolio. Managing director Phil Edwards said it was an event that offered many valuable lessons.
“I think the overall sentiment after this Sydney Fair is fantastic. On the opening morning, the number of visitors to our stand was a little overwhelming, which, when all is said and done, is a nice problem to have,” Edwards said.
“That energy and enthusiasm carried over to Sunday, which was great to see. We were dealing with a lot of buyers who came to Sydney with a serious intention to buy, and many of them were open-minded and willing to learn about a range of brands, which, from our perspective, is terrific.”
Diamonds by DGA continued to expand and drew considerable interest following the introduction of lab-created fancy colour diamonds. Among the watch brands, there was also an unexpected to bolter.
“The feedback we received around Diamonds by DGA was terrific because it’s such a price-sensitive category. Buyers aren’t afraid to cross-check prices with the abundance of international suppliers, and it was pleasing for us to learn that we’re clearly getting it right,” Edwards added.
“I would say that JAG was the brand that has surprised us the most, that has generated a great deal of interest. The new additions to THOMAS SABO were also very well-received, and Daniel Wellington continues to amaze us. Retailers just kept telling us that they’re hearing about the brand from consumers all the time.”
A short walk away and the staff at Timesupply were hard at work, showcasing a range of new releases from the company’s European brands. Before the Sydney Fair, managing director Ken Abbott had forecast a strong demand for Nomination Italy, and those predictions proved accurate.
“The 2025 International Jewellery Fair was another strong event for Timesupply. We reconnected with many of our valued stockists and welcomed new partners for Nomination, Coeur de Lion, Qudo, and UNOde50,” Abbott explained.
“Fresh collections brought plenty of excitement, and Sydney Fair proved once again to be the perfect stage to showcase them.
“Nomination Italy continues to generate buzz — particularly among younger customers. Retailers often tell us that it’s their children asking them to bring the Composable Bracelet into store ranges, a great sign of the brand’s generational appeal.”
Abbott also offered praise to organisers of the Big Night Out and said it was a memorable occasion.
“One of the standout moments was the cruise on Sydney Harbour. It was a relaxed evening with the whole jewellery community coming together to enjoy good company, a beautiful setting, and plenty of positive energy,” he added.
“All in all, it was another successful and memorable International Jewellery Fair for Timesupply.”
As the planning continues for a special 50th anniversary celebration next year, this International Jewellery Fair was a critical moment in time for BECKS. Proudly displaying a refreshed brand look and a range of new products and packages, CEO Gavin Baird said that it was a successful voyage from Adelaide to Sydney.
“The event was really the culmination of almost 12 months’ worth of planning, and finally being able to see all of our efforts finally roll out was really satisfying as a business. We were absolutely delighted with the overall turnout and the strong numbers through the BECKS stand,” Baird said.
“The level of engagement from customers was fantastic, and the response to everything we showcased exceeded our expectations. Our new product releases, along with our new display ranges and tray packages, were very well received and translated into a strong level of orders, which was particularly pleasing.
“On top of that, our refreshed brand identity and new colours struck a chord with customers, rounding out what was a very successful Sydney Fair for us.”
New products and services generate buzz
At the previous International Jewellery Fair, Designa Accessories completed a soft launch of the Philipp Plein and Plein Sport watch and jewellery brands. Philipp Plein is a German fashion designer and the founder of the luxury brand Philipp Plein, established in 2004.
Recognisable for its bold, edgy, and extravagant style, the brand is well-known for its embrace of maximalism. At the time, Designa Accessories general manager Ivan Meys expressed significant optimism about the brand’s viability in Australia, with an aggressive marketing philosophy and an accessible price point expected to be appealing factors in the local market.
Nearly 12 months later, Meys told Jeweller that the development of the brand in the local market had exceeded that early optimism.
“Over the course of the past 12 months, we’ve seen the brand move from strength to strength. When we first showcased the brand, it was obviously early days, and now we’ve got a great deal more information about how well suited these products are to the local market,” he said.
“We’ve had some strong responses from the independent retail segment in both Australia and New Zealand, and we plan to continue expanding the distribution network with new releases.
There are more than 100 Philipp Plein brand-only stores around the world already, and Meys said the company has plans to deploy more than 300 Plein Sport locations within the next three years.
“The brand is extremely popular online and we’re excited to add to the value proposition of Philipp Plein for the retail partners we work with,” he explained.
“With the core brand, every watch is designed to make a statement, reflecting the brand’s philosophy of living large, breaking boundaries, and rejecting convention. Plein Sport, meanwhile, is very much its own distinct brand, and while the designs maintain those fundamental principles, it has a clear focus on sports watches for active people.”
For the staff at Worth & Douglas, some colourful new product ranges had received some very positive feedback. Business development manager Chris Worth said that the expansion of the Ziro range was a clear highlight.
“It’s been a good weekend, we’re happy with the business that we’ve written out,” he explained.
“When zirconium is anodised, you get a range of different colours and retailers have responded very positively to these new designs. The gold band has been particularly appealing because of the record-high prices.”
Worth also noted the popularity of domed rings. This has been a talking point in the media recently, primarily due to an engagement ring sported by musician Dua Lipa, known by many as a ‘gypsy ring’ – with a chunky yellow gold band that can be embedded with one or more diamonds or gemstones.
“We think it’s a good option for jewellery stores because they can treat the rings as somewhat of a blank canvas. You can set colour gemstones or diamonds in the band, and engraving is another option too.”
New at the Sydney Fair was Town Talk Polish, a company specialising in jewellery cleaning products that is now distributed in local markets by Graham and Oliver Cohen of Graham Cohen Marketing. Graham said that the brand’s rich history was a hit with visitors to the stand.
More recently, the company received a Royal Warrant from Queen Elizabeth II in 2019. This highly prestigious award acknowledges people or companies who have regularly supplied goods or services to the Royal Household.
“This was my first Sydney Fair in three years, and it was wonderful catching up with people whom I’ve worked with for 35 years,” Cohen said.
“The response to our new brand has been really positive. People are very impressed with the premium label, and responded particularly well to the personalised packaging that’s available.
“Town Talk Polish can provide retailers with packages that have the branding of the store itself, and there’s been a great deal of interest in that offering.”
It was also a special anniversary occasion for Soklich & Co., which this year celebrates its 60th anniversary. Co-owner Lexie Soklich said that the response to the launch of the Soklich Casting House was thrilling.
“We have had an overwhelming response with orders already in production. As I have said many times to both new and existing customers, as a business, we are committed to quality over quantity, as we have always been,” she explained.
“For this reason, we don't want to over promise and under deliver. Overall, the 2025 Sydney Fair has been a great event and an interesting one in terms of how the consumer and retail markets are moving forward. Some interesting shifts in the future are already unfolding in front of us.”
Uniquely Australian and completely unforgettable
Meanwhile, Ellendale Diamonds sales and marketing manager Gersande Price was pleased with the reception among visitors to some uniquely Australian products.
“Despite global uncertainty and softer pricing, Ellendale Diamonds Australia remains focused on agility — offering distinct, story-driven products at all price points, from 9-carat and 18-carat jewellery to our unique nugget and opal collections,” Price explained.
“At the exhibition, our collection and clear point of difference were very well received, reinforcing the strong demand for Australian-made pieces with authenticity and provenance.
“Supported by our new online trade platform, we’re making it easier than ever for retailers to access our range with transparency and convenience.”
It was a similar story for Ikecho, which, along with its trademark strength in pearls, enjoyed a surge of interest in its range of opal jewellery.
“Our new Spring/Summer collection has been flying off the stand, and all of our traditional pearl jewellery pieces have done well,” she explained.
“We’ve had a lot of interest in our opal jewellery, which is also pleasing after a slower start to the year, so obviously, that emerging popularity of opal isn’t slowing down.”
The Australian Opal Association was also in the spotlight, with recently reappointed president Ruth Benjamin-Thomas unveiling fresh rebranding and detailing the organisation’s ambitious future plans to visitors. A significant focus was on myth-busting – using striking local opal specimens to dispel outdated misconceptions about Australia’s national gemstone.
“There are so many silly misconceptions about Australian opal that weirdly persist. It’s an unlucky gemstone; you can only wear it if you’re born in October. Some people still think it’s very fragile,” she explained.
“Australian opal is the most stable opal in the world. Perhaps the biggest myth of all is that Australian consumers dislike opals. Nonsense! All you need to do is look at some of the biggest jewellery brands in the country and the extraordinary work they are doing with our national gemstone.
“There are still so many jewellers that, in my opinion, are missing out on the massive opportunity presented by opals and opal jewellery.”
The International Jewellery Fair was hosted at the International Convention and Exhibition Centre in Sydney’s Darling Harbour from 23-25 August. The event returns next year and will be held on 22-24 August.
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