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A number of international jewellery suppliers will mark their expansion into the local market at the fair
A number of international jewellery suppliers will mark their expansion into the local market at the fair

International suppliers flood Sydney fair

A large number of major suppliers will make a debut at this year’s Sydney jewellery fair, including several international brands that have set their sights on the local market.

Of the almost 200 jewellery suppliers that will showcase products at the upcoming International Jewellery Fair (IJF), 51 will be first-time exhibitors.

“This year’s theme is ‘Discover the next big thing’, which is really fitting when you look at the amount of new exhibitors and brands at this year’s fair,” Expertise Events managing director Gary Fitz-Roy said.

Nearly half of the newcomers hail from overseas, with 21 international exhibitors set to introduce offerings to the local market.

A ‘promising market’

One of the suppliers that has identified the Australian market as a prime opportunity for expansion is India-based Kiran Gems, said to be the world’s largest diamond manufacturer.

The business, which has been operating since 1985, supplies diamonds to more than 1,000 jewellery retailers worldwide and sources stones from mining companies, including De Beers Group – of which it is a recognised sightholder – Alrosa and Dominion Diamond Corporation.

Rajesh Lakhani, Kiran Gems director
Rajesh Lakhani, Kiran Gems director

Company director Rajesh Lakhani said Kiran Gems had already established business dealings with a number of diamond dealers and retailers in Australia and New Zealand, adding that the markets’ positive reception suggested there was scope to increase its presence.

“Due to the efforts of the Jewellers Association of Australia (JAA) and other international trade bodies, Australia is coming up as a very promising market,” Lakhani stated. “We are confident that our participation in the Sydney show will help us in reaching jewellers around the globe, meeting their diverse and challenging demands and forging long-term business relations.”

New entrants

Abrazi and Sal y Limon (SYL), which are both European suppliers that recently established distribution deals in Australia and New Zealand, will use the IJF as an introduction to the local market.

Abrazi, established in the Netherlands in 2003, specialises in bridal jewellery that is currently sold in outlets across 20 countries, including Macy’s in the US.

Julie-Anne Bosworth, sales and marketing director of local distributor Abrazi Australia, explained to Jeweller that the attendance of the supplier’s two founders, Jelte Scholte and Arthur Bax, at the trade show would help to establish a strong foundation for launching the range.

“They [the founders] are the platform of the company,” she explained. “As a local distributor, it was important for potential customers to see the energy, strength and future business strategies being implemented, creating a solid launch pad here in Australia. The opportunity for customers to speak with the designers and makers can only create a positive business relationship for both parties.”

Commenting on his upcoming visit, Scholte said, “We believe it is an important factor that the foundations are strong when marketing to a new consumer base … Each market is different. It is important to be present to listen to the marketing and product requirements of the customer and the demands of the consumer market and the differences compared to other countries globally.”

Although Switzerland-based SYL has made appearances at trade shows in Brisbane and Melbourne, the IJF will mark the supplier’s official entry into the Australian market, with New Zealand expected to be the business’ next frontier.

Local distributor Stephanie Gale said she believed SYL, which offers colourful, hand-painted enamel bracelets that are distributed in 20 countries, provides a point of difference from existing branded jewellery lines.

“The SYL concept is all about ‘choose your colour’,” she explained. “The design is trend driven, so the options you can create are limitless to truly express your style.

“We are very excited to bring the beautiful product to Australian shores,” she added.

Raising brand awareness

Danish newcomer Endless Jewelry and South African supplier Miglio Designer Jewellery are two other international brands set to exhibit at the fair.

Peter Jakobsen, director of local Endless distributor Nordic Jewellery, said he would try to meet as many retail stockists as possible at the show and also hoped to establish new business relationships.

“Our goal is to raise awareness of the Endless Jewelry brand throughout Australia and New Zealand,” he said. “This will be our first exhibition, and we want to make sure everyone knows that Endless is there.”

As previously reported by Jeweller, Endless founder Jesper Nielsen will also deliver presentations as part of the fair’s speaker program.

Miglio founder and CEO Jenny Miller was similarly excited about exhibiting at the Sydney fair for the first time.

“The sheer size of Australia makes the fair a great opportunity for international brands,” she said. “I also feel it’s very important to support the local industry.”

The IJF will be held from Saturday 29 August to Monday 31 August at the Sydney Exhibition Centre @ Glebe Island.
 

NEW ENTRANTS

Abrazi
Abrazi
Sal y Limon
Sal y Limon

Miglio Designer Jewellery
Miglio Designer Jewellery

Endless Jewelry
Endless Jewelry

 

 

 

 

 

 

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