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The Melbourne fair fills a gap in attendance from the Southern states, according to Gary Fitz-Roy
The Melbourne fair fills a gap in attendance from the Southern states, according to Gary Fitz-Roy

Jewellery fair 2012 schedule ‘fills gap in the market’

Expertise Events believes the decision to run three jewellery fairs again next year will help combat the dwindling number of sales representatives visiting retailers across the country – the biggest change managing director Gary Fitz-Roy has observed in the industry in the past 20 years.
Fitz-Roy said continued economic uncertainty was forcing jewellery businesses to cut costs and reduce their sales teams.

“The industry needs to have alternative options to service the national retail sector,” he explained. “The average exhibitor cost at a trade show would expend less than 10 per cent of the cost of a sales rep.”

After an analysis of who attended which fairs, Fitz-Roy found that attendance at the Brisbane Fair is dominated by Queensland and Northern NSW-based exhibitors, while there was a gap in attendance from the Southern states – thus opening up the opportunity for a Melbourne fair specifically targeted at that market segment.

He said of the inaugural event, “In addition to retailers who regularly visit the Sydney Fair, we saw lapsed and new visitors over the two days, and many retailers who traditionally attend the Sydney Fair in August were pleased to be accompanied by their staff to assist with buying decisions.”

Next year the Melbourne fair will shift to earlier in the year – partly to help fit in with the international fair schedule – and will take place from March 4 to 5 at the same venue, the Royal Exhibition Building while the Brisbane fair will shift to later in the month, taking place from March 25 to 26.

“Because of the buying cycle of retailers in the face of ever-changing business models, including the timing of the major international fairs like Hong Kong and Basel, which can impact our visitors and exhibitors alike, we have brought forward the new Melbourne fair and pushed back the Brisbane dates,” Fitz-Roy explained.

“We have also changed both events to a Sunday-Monday format,” Fitz-Roy said, adding that the regional fairs would continue to be run as “low-key, cost-effective trade shows”.

The names of the fairs will be tweaked to reflect the change to next year’s schedule. The Melbourne fair will change its name from JAA Autumn Jewellery Fair to JAA Melbourne Jewellery Fair, while the JAA Jewellery Fair in Brisbane will change its name to the JAA Brisbane Jewellery Fair.

Change in 2012 dates:
49th Bangkok Gems & Jewelry Fair February 9 to February 13 2012
Hong Kong International Jewellery Show February 16 to 20, 2012
JAA Melbourne Jewellery Fair March 4 to March 5, 2012
BaselWorld March 8 to March 15, 2012
JAA Brisbane Jewellery Fair March 25 to March 26, 2012

More reading:
Melbourne jewellery fair a royal event to remember
Brisbane fair fights local woes
Optimism reigns at BaselWorld 2011
Hong Kong International Jewellery Show 2011

Showcase Australia (JIMACO)

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