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Sydney jewellery fair visitors will be able to learn from leading industry experts
Sydney jewellery fair visitors will be able to learn from leading industry experts
 









How to increase jewellery sales and boost profits

The schedule for educational activities set to take place during the Sydney jewellery fair has been released, and it appears visitors will be given many opportunities to gain valuable business advice.

Following the success of the 2013 JAA International Jewellery Fair, the show’s organiser, Expertise Events, has announced it will again offer Spotlight Learning Exchange sessions – with a specific focus this year on how jewellers can increase business performance in a competitive market.

Retail Edge Consultants’ David Brown and Michael Dyer, for example, will be at the event to offer advice on how to boost profits and improve business results, while Marguerite Bell, from the Retail Doctor Group, will present on the latest trends impacting jewellery retailers. 

Fair organiser Gary Fitz-Roy explained that the seminar format – whereby industry experts present on the show floor, creating an informal setting – is popular because it allows for more exchange between the speakers and their audience.

He also added that the line-up of experts presenting in 2014 had a wide range of industry experience and that he expected that the topics would cater for all retailer needs.

“The Spotlight stages work because the presenters have real life experience – it’s not theory,” Fitz-Roy said. “The Spotlights are also personal; you’re not caught up in a large theatre and just a seat number. It’s intimate and you can ask questions and get involved.”

As part of the program, The Templar Group’s Deb Templar will be conducting seminars on three different topics throughout the course of the fair. The first presentation will discuss how to convert sales using Facebook, the second will outline the five retail trends currently impacting jewellery businesses, and the third will cover how to create effective visual merchandising displays.

An Ask The Expert lounge – which was introduced at this year’s Gold Coast Australian Jewellery Fair – will also feature at the show.

“If you want to know more, the presenters are all approachable afterwards and want to help. They understand the jewellery industry and come from a knowledgeable base,” Fitz-Roy said of the initiative that provides visitors with an opportunity to receive one-on-one consultations with presenters.

Attendees will be able to book a consultation with the speakers after each Spotlight session.

These business experts will join other industry heavyweights presenting at the fair. As previously reported by Jeweller, Jimmy DeGroot, the Jewelry Marketing Guy, will be visiting exclusively from the US to offer advice on how retailers can improve customer service and their bottom line.

High-profile Australian jewellery designer Nic Cerrone will also provide insight into current jewellery trends, and Pandora Australia president David Allen will explore whether jewellers have the right attitude to prosper in a changing retail environment.

Industry associations get involved
The Jewellers Association of Australia (JAA) will also be holding a number of educational activities for the industry.

According to JAA president Selwyn Brandt, the association is “set for a really tremendous fair this year – a new home and more value-added experiences”.

Among the events hosted by the JAA is a panel discussion on the state of the jewellery industry. Led by JAA Code committee chair Colin Pocklington and moderated by Jeweller editor Coleby Nicholson, the panel will discuss the current and future issues impacting the industry, latest trends and changing consumer behaviour.

It will be held on Monday 1 September from 12:30pm–1:15pm, while JAA executive director Amanda Hunter will also provide an update on many of the important initiatives being promoted by the JAA, including consumer law, the industry code and the Senate inquiry into rents.

Pocklington will also make a presentation on Monday from 2:00pm–2:45pm about the impact of the case against jewellery chain Zamel’s. The retailer was found to have breached the Trade Practices Act by using misleading “dual pricing” in advertising material, and Pocklington will explain why the industry needs to comply with such laws and how the JAA Code applies to various forms of two-price advertising.

As previously reported by Jeweller, a Meet the Designers feature – taking place on Monday from 4:00pm–5:30pm – will give visitors a chance to meet the JAA Australasian Jewellery Awards finalists. The event will act as a prelude to the awards ceremony held later that evening.

In addition to its program on the fair floor, the JAA will be running additional activities for members such as diamond training sessions, JAA industry sessions and marketing workshops.

Gemstone identification
The Gemmological Association of Australia (GAA) is also offering a number of educational features, including daily Spotlight sessions. 

GAA gemmology student Linda Ozmen will present “The Teaching of Gemstone Identification” at 1:00pm that will explain why it is necessary to identify gemstones. 

In addition, Graham Henry will conduct a daily seminar titled “Gems in Gems – an introduction to inclusions” at 11:00am.

The session will provide a brief description of Henry’s photomicrography technique that shows how inclusion images can be obtained with light microscopy and captured digitally, as well as the various types of inclusions. A quartz pendant will be available for microscopic viewing, which exemplifies most types of inclusion.

Members from the GAA will also be demonstrating live at their stand how to identify gemstones using various gemmological instruments.

The 2014 JAA International Jewellery Fair will be held from Sunday 31 August until Tuesday 2 September at the Sydney Exhibition Centre @ Glebe Island. 

A complete agenda of the educational activities that will take place at the fair can be downloaded here.

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