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Fashion models were a hit at the Sydney Fair
Fashion models were a hit at the Sydney Fair
 










Fashion parades help raise brand awareness

The International Jewellery Fair closes today but the there has been plenty of activity during the Sydney fair’s first two days.
A new inititiave at the fair this year was the addition of the ‘Collection Preview Live’ fashion shows. Held once every hour from 12noon to 2pm, the daily 15-minute long catwalk showcased models wearing different brands of jewellery and watches.

Peter Molnar, importer of Antonio Ben Chimol products was quick to compliment the fashion parade saying, “it looked spectacular.”

“This is our first time exhibiting in Sydney so having our core products in the show helps to establish our brand name,” Molnar said.

Molnar’s stand was right where the fashion parade was staged so he was privileged enough to have a good view of the parade everyday.

Alexandria Thomaschuetz, from Stat Australia Imports which distributes the Jacques Lemans watch brand, agreed with Molnar that it was good for brand awareness.

“It definitely was a good way to showcase different looks in various collections and it was well organised,” Thomaschuetz said.

Another new brand to the Australian market, Zeades Monte Carlo, was another participant. B&H Wholesale general manager, Darren Holley commented that he was happy with the way the fashion parade went but believed that there could have been a bit more publicity about it.

“I think there could have been more people present as not many people knew about it but I think they should definitely keep doing it as it is a fun break out from the main fair,” Holley said.

Thomaschuetz added that because it was a new attraction at the fair not many people knew about it. “Announcements were made but there was still quite a small turn out,” Thomaschuetz said.
Collection preview live presented jewellery products three times a day
Collection preview live presented jewellery products three times a day


All three companies agreed that it was a good first attempt but the location of the fashion parade made it less accessible to people.

Fair organiser Gary Fitz-Roy agreed, explaining that the parade’s location this year was hamstrung by the floor plan that was set immediately after the 2010 fair.

“We only decided to add the Collection Preview Live concept a few months ago as a trial this year. It’s been very popular even given its location. We are making plans to feature it as an annual event and move into the main floor area so that it becomes a prominent feature for visitors,” Fitz-Roy said.

Buying Group Awards

The buying groups all conducted annual meetings, award dinners and presented their Supplier of the Year and Member of the Year awards.

Nationwide Jewellers announced Mark McAskill as its Australian Supplier of the Year. South-Australian-based Mark McAskill, owner and founder credits the win to the incredible customer service his team continues to provide. “This is a great award to win and it recognises our hard work. We have continued to provide the best customer service we can and do as much as possible to provide our customers with exactly what they want,” McAskill said.

Citizen Watches won the New Zealand Supplier of the Year award. Marketing manager Rod Willment thanked Nationwide for its continued support, saying that the effort to establish Citizen in the middle-market watch brand in New Zealand was integral to its success.

“We are very proud to win this award for the second year running. Working closely with Nationwide allowed us to connect with our market and help re-assess our brand and pricing strategy for middle-market watch consumers in New Zealand,” Willment said.

Showcase Jewellers’ Supplier of the Year award was won by Pandora for the third consecutive year and Karin Adcock, president of Pandora Australia said, “We have some excellent retailers and for us it’s all about being available for them and helping them reach good sales figures,” Adcock said.

Leading Edge Jewellers presented a number of supplier awards and this year the winners - Pandora and Mark McAskill were also honoured along with Duraflex.

Nationwide also announced its annual member awards with Paul Ward Jewellers winning for Australia and Van Der Water Jewellers winning New Zealand Member of the Year.

Showcase awarded this year’s Member of the year to Gold Coast-based Burleigh Showcase Jewellers.

Best Stands

Each year Expertise Events recognises two exhibitors with awards for Best Large Stand and Best Small Stand.

Peter W Beck was the standout this year winning Best Large Stand while the Best Small Stand was won by Lady Schmuck.

Tony Kean Award

The Gold and Silversmiths Guild of Australia, Tony Kean Award was presented to Terry Coldham for his contributions to gemmology and the overall jewellery industry.

The award recognises people who through their activities have made a positive impact on the jewellery industry. Coldham has been and continues to serve as a significant figure across the jewellery industry with a strong influence in sapphires. Coldham was humbled to accept this award and received a warm reception at the fair on Sunday.

“I am thrilled and honoured to receive this award and I think it’s marvelous that the Gold and Silversmiths Guild have such an award because it’s associations like these not-for-profit organisations that keep our industry going,” Coldham said upon acceptance.

Coldham has played a key role within the Australian Gemstone and Jewellery Industry Council in having the Australian standard for precious metals reinstated, and continues to work to improve the jewellery industry. Until recently, Coldham owned and ran Sapphex Australia and Affiliated Importers.

International Jewellery Design Awards

The Hong Kong Trade Development Council (HKTDC) hosted a media launch at the fair to announce the details for its International Jewellery Design Awards.

Designers from Australia and New Zealand are encouraged to enter their work for the Excellence Awards. The biennial Excellence Awards are open to jewellery designers who have won an industry award in their own country between November 21, 2010 and September 20, 2012.

A number of Chinese media representatives attended the media launch and Tasmania-based jeweller, Emily Snadden, also attended because she was the first Australian entrant to qualify for the IJDE awards this year.
Emily Snadden
Emily Snadden


Showcasing her nominated piece, Snadden was overwhelmed with the exposure the Hong Kong Trade Show gave her jewellery and is excited about the future. “This was an honour and it was very exciting to be part of the awards and network with some amazing jewellery manufacturers,” Snadden said.

The winning designs will be publicised worldwide and showcased at the Hong Kong International Jewellery Show in 2013, with the winner crowned ‘Champion of the Champions.’ 

As expected a wide range of new jewellery and watch ranges were released at the fair but in a more unusual launch a range of eco-friendly packaging was demonstrated at the fair.

The Ring Box Company launched a new innovation in packaging that provides retailers with eco-friendly ring boxes made from sustainable timber sourced throughout New Zealand and the boxes also allow retailers to increase its own point-of-sale margins.

The Ring Box Company director, Nicolette Jones is pleased with the response the design has garnered at this year’s fair. “Retailers are showing more interest now in this product because it’s seen as a revenue-generating concept for them,” Jones said. 

The sustainable timber ring boxes are offered to retailers at a low price allowing them to sell these as an addition to rings sold or individually as the box itself. Not only is the ring box promoting sales margins, but emphasises the importance of being environmentally friendly.

“The retailers that have our timber boxes are giving its customers a chance to make an educated decision on what their packaging could be,” Jones said. Eco-friendly jewellery packaging is a relatively new concept in Australia and New Zealand and Jones is confident its inception into the market will be positive.









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Your Say

FASHION PARADES
THEY DEFINITELY NEED TO BE TALKED UPAND PUT IN A MORE PROMINANT POSITION !
posted by Jane Shadiac on September 01, 2011 11:15


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