AJF 2026: Jewellery industry embraces change of scenery

Sentiment among suppliers and retailers at the Adelaide Convention Centre was broadly positive, with general feedback once again centred around being ‘pleasantly surprised’ with the enthusiasm around trading despite ongoing adverse economic conditions.

As is so often the case, much of the feedback was also centred on the ‘small details’ – food, drink, entertainment, and networking opportunities – which, despite serving as an entrée at trade shows, often leave a lasting impression. These elements, while secondary to business on paper, once again played a critical role in shaping the experience.

This should perhaps come as no surprise, given Adelaide’s stellar reputation as the ‘Festival City’, renowned for its world-class food, wine, and scenery.

This year’s event marked a notable shift in direction, with organiser Expertise Events relocating the fair from its Gold Coast base, a move that managing director Gary Fitz Roy described as a calculated reflection of a broader strategy to keep the event dynamic and responsive to industry needs.

Early feedback suggests the industry has responded enthusiastically, embracing both the new setting and the opportunity to engage in a refreshed format.

“The industry truly embraced Adelaide and everything it has to offer,” Fitz Roy told Jeweller.

“These events are a conduit that brings buyers and sellers together under one roof, and we strive to do that in a professional manner that works for everyone. After a number of discussions with people on Monday afternoon and the positive feedback received, we left Adelaide feeling that was achieved.”

"We once again had a successful fair; it was nice to see a positive atmosphere, strong attendance, and meaningful connections across the industry."

Mark McAskill, Mark McAskill Jewellery

That sentiment was echoed by exhibitors, many of whom viewed the Adelaide edition as both a logistical success and a meaningful opportunity to reconnect with customers.

The Australian Jewellery Fair was an important moment in time for BECKS, a major sponsor of the event, as the South Australian industry supplier celebrated its 50th anniversary on ‘home turf’. BECKS CEO Gavin Baird said it was fantastic to see the industry hit the road and embrace a new venue. 

“We were really pleased with the event, with strong attendance, particularly on Sunday, and a valuable opportunity to connect with customers and buying groups while showcasing our latest releases,” Baird explained.

"Having the fair in Adelaide also allowed us to welcome customers into our factory, adding a deeper, more personal dimension to those conversations.”

A similar appreciation for the fair’s ability to foster meaningful connections was shared by other suppliers. Indeed, the same could be said for the staff at Timesupply – distributors of Couer de Lion, Nomination Italy, and Unode50, among others – and Ken Abbott said it was terrific to see buyers and suppliers right from across the country embrace the change.

"The Adelaide Jewellery Fair was a resounding success for Timesupply, offering a unique chance to reconnect with retail partners in a warm and welcoming setting," Abbott said.

"The event's theme, We Gather to Grow, was perfectly encapsulated as we caught up with retail partners from across Australia - including the Northern Territory, Queensland, Western Australia, Victoria, Tasmania, New South Wales, South Australia - and seven retailers from New Zealand.

"It was heartening to see so many familiar faces."

Looking ahead, the momentum generated in Adelaide appears set to carry forward as the event continues to evolve. The new strategy of rotating trade show locations will continue next year, with attendees informed that the 2027 Australian Jewellery Fair will be hosted in Cairns, Queensland. Dee Bolton of Bolton Gems said the countdown was already on.

“The Adelaide show was absolutely brilliant. Such a great energy across the floor, with an exceptional mix of exhibitors and really engaged buyers, which made it a standout for us,” Bolton said.

“It’s always a highlight on our calendar, and we came away feeling really positive about the industry and what’s ahead. Already looking forward to the next one.”

This forward-looking optimism was a consistent refrain among exhibitors. This sentiment was echoed by Erica Miller at Ikecho, who said spending one-on-one time with buyers was an invaluable opportunity for exhibitors.

“It was great to be in Adelaide for this year’s Australian Jewellery Fair, catching up with all our stockists, reconnecting with long-time customers and meeting new faces in the industry,” she said.

“It’s always a highlight to strengthen these relationships and welcome new customers to the Ikecho community. Our new pieces were very well received, and we’re grateful for the positive feedback.

Miller added: “We look forward to continuing the momentum and being in Cairns next year.”

"A terrific two-day event, thoughtfully hosted by the team at Expertise Events. Very well attended and good to see everyone and hear how their businesses are performing."

Dave Paterson, Paterson Fine Jewellery

Beyond individual exhibitor experiences, the broader structure and format of the fair also drew praise.  The contrast between the Australian Jewellery Fair and its ‘big brother’, the International Jewellery Fair, has been noted in recent years, with suppliers and retailers alike enjoying the tabletop, informal format that encourages more casual communication among participants.

“We love the casual, friendly vibe; the fair ran smoothly and was well organised. Everyone, buyers and sellers, loved that you were provided with food and drinks. Because of this, the sales staff and customers could focus on what they were there for, making sales and purchases,” explained Lexie Soklich of Ellendale Diamonds.

“The sales staff to buyer's ratio was great as a business; it was worth every penny. Unlike the International Jewellery Fair, it was more personable and well-priced. We are looking forward to the 2027 Cairns Australian Jewellery Fair.”

Innovation within the event layout also continued to gain traction. Taking inspiration from international trade shows, The Village returned after a strong debut in Sydney last year. Led by Retail Edge Consultants, the grouping of multiple exhibitors, with an emphasis on technology, was well received.

“AJF Adelaide showcased the strength of the independent jewellery industry, underpinned by strong collaboration between Expertise Events and the industry buying groups,” general manager Leon van Megen said.

“It provided Retail Edge, alongside our technology partners Zeller and Podium, with a valuable opportunity to connect with our retail and supplier community, showcase our upcoming Edge release, and gather qualitative feedback to help us deliver the best jewellery-specific products and services for the independent jewellery industry.”

Duraflex Group Australia – distributor of the brand such as Thomas SABO, Baumer & Mercier, and Connosseurs, among others - was another major sponsor of the event. Managing director Phil Edwards echoed the sentiments of other exhibitors, saying it was great to see the industry embrace the sea change.

“Whilst there was initially some mixed sentiment around hosting the fair in Adelaide, the strength of attendance and overall success clearly demonstrated that rotating locations at this time of year is both well accepted and beneficial for the trade,” he said.

“The recent AJF trade fair in Adelaide was an outstanding success for DGA, with strong attendance generating a vibrant and highly positive atmosphere on the Saturday. This energy made for a very productive and successful event.”

Industry alignment was another notable outcome highlighted during the fair. Edwards praised the three buying groups – Nationwide Jewellers, Showcase Jewellers, and the Independent Jewellers Collective – for continuing recent-year trends and presenting a united front at a single location.

“A particularly significant highlight was the presence of all three buying groups under one roof, united in their full endorsement and support of a single fair,” Edwards said.

“This level of alignment is a major step forward for the industry and contributed greatly to the event’s success.”

"These events are a conduit that brings buyers and sellers together under one roof, and we strive to do that in a professional manner that works for everyone."

Gary Fitz Roy, Expertise Events

Indeed, the second day began on a high note, with the buying groups hosting an educational seminar on upcoming changes to financial reporting requirements affecting the jewellery trade. The strong attendance further underscored the industry’s appetite for both commercial and educational engagement.

Despite an early start time ahead of a busy second day, the seminar was attended by more than twice the anticipated number of visitors, and Nationwide Jewellers general manager Glen Pocklington said it was great to see so many jewellers taking the changes seriously.

“I think the fair was a hit! We had our whole conference group turn up and assemble in our hotel lobby just prior to the fair opening – they were raring to go! So yeah, the buzz was definitely there,” Pocklington said.

“Following on from two days at our Time Out conference, where we re-focused members’ attention on social media as an essential marketing channel, our members turned up to the fair really open to seeking out newness for their stores. The energy from our members and preferred suppliers was great throughout.”

The ‘Collective Gems App’ was launched by IJC in Adelaide, and CEO Joshua Zarb described the voyage to South Australia as a sensational experience.

“Perfect weather, and the overall atmosphere was upbeat and enthusiastic. The fair was so well laid out, and I am sure everyone was delighted with how well it was supported,” Zarb said.

“Sunday was a blur, and people were everywhere - it was such a great event for our industry. Well done to all concerned.”

With Adelaide setting a high benchmark, attention has already turned to the fair’s next destination. The next time the industry gathers for the Australian Jewellery Fair, it will be in Cairns, the world-famous gateway to two UNESCO World Heritage sites: the Great Barrier Reef and the Daintree Rainforest.

Cairns is a logical ‘next stop’ for this version of the Australian Jewellery Fair – with the city’s legendary ‘laidback’ atmosphere and consistently pleasant climate an ideal backdrop for the informal format of the trade shows. Expertise Events has outlined a plan to rotate between metropolitan and regional locations in the years ahead.

“It might sound a bit old school, but my personal highlight from Adelaide was the feedback we received on the final day. Exhibitors going out of their way to find you before they leave and say thank you,” Fitz Roy said.

“Moving forward, visitors will get the chance to see new destinations, the show will remain engaging and fresh, and our focus will remain consistent – doing what’s right for the industry."

• Before then, the International Jewellery Fair will be hosted at the International Convention and Exhibition Centre in Sydney’s Darling Harbour, beginning on 22 August.

All is fun and fair

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