IJF Sydney - Event Report

JA A IN TER NATIONAL JEWEL L ERY FAIR

EVENT REPORT

I NTERN ATIONA L JE W E LLE RY FA I R S

Y

D

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Y

August 31 – September 2, 2014 I Sydney Exhibition Centre @ Glebe Island

‘The 2014 Event Report contains information which is propriety and confidential. No part of this document shall be used or disclosed to others without the express written consent of Expertise Events’

2014 EVENT OVERVIEW 2014 represented a significant year of change for the JAA International Jewellery Fair.

After 22 years at Darling Harbour, there was a change of venue location, a greater offering of retailer attractions, and most importantly, a change in purchasing confidence on the trade show floor.

The JAA International Jewellery Fair showcased the jewellery industry’s newest, hottest and most comprehensive range of luxury and fashion jewellery products and services in Australia.

The new Sydney Exhibition Centre @ Glebe Island (a temporary venue facility while the Sydney Exhibition Centre at Darling Harbour is being rebuilt) played host to the biggest jewellery trade show in the country.

For many retailers and suppliers, their day at the trade fair began with an enjoyable ferry ride across the famous Sydney Harbour. On arrival, the new venue offered a large, yet inviting and intimate show floor with an abundance of natural light, which brought the jewellery on show to life.

EVENT PROFILE Dates: August 31 – September 2, 2014 (Sunday – Tuesday) Venue: Sydney Exhibition Centre @ Glebe Island Website: www.jewelleryfair.com.au Organised by:

T: 61 2 9452 7575 E: info@jewelleryfair.com.au The Jewellery Fair Team

Gary Fitz-Roy Managing Director

This year, the Fair packed more attractions for retailers to choose from than ever before.

Dedicated sessions on jewellery retail marketing and sales boosting strategies led by industry heavyweights from Australia and the USA pleased many, while the new Jewellers’ Bench created an interactive hub where jewellers were inspired and got the chance to network with like-minded peers. Feature displays dazzled with the World Famous Diamond collection, plus retailers and suppliers were treated to a sneak peek at ‘Jeweller to the Stars’ Nic Cerroni’s collection.

Daniel Heather Exhibition Manager

Jennifer Murphy Event Sales Executive

The happy hour on the first day was an opportunity to network with clients, colleagues and friends and we thank the buying group for their support.

Retailer attendance was strong and more importantly, confidence in purchasing was high – a welcome relief for the industry.

Attendance was consistent with previous years with the opening day holding the greater volume of traffic on the show floor (43.5%) compared with Monday (34.2%) and Tuesday (22.2%), and the Fair enjoyed a total of 26.3% first time registrations.

Independently owned jewellery retailers, multi and chain store owners continued to be the bulk of retailer buyers with a healthy compliment of manufacturers and jewellers.

We would like to extend our thanks to the Jewellers Association of Australia, the three buying Groups; Leading Edge, Nationwide and Showcase, and all exhibitors. The International Jewellery Fair would not continue at the high standard of professionalism without your support and contribution.

Please enjoy the following Post Event Report for full information on the event.

Kirsty Dagnall Marketing Coordinator

Laura Gebauer Event Coordinator

Cameron Mock Event Planner

KEY VISITOR RESEARCH

*Statistics collected from 2014 pre-show registration and post-show surveys

Jewellery Retailer

55.3%

BUYER BY TYPE

Jeweller

23.2%

Jewellery Manufacturer

12.2%

Other Student

Gemmologist

3%

1.6%

4.7%

REASONS FOR ATTENDING

41.67%

To place orders

To find new products

76.39% 59.72%

To see new suppliers

59.72%

To see the latest trends

29.17%

To network

37.5%

To learn

78.6%

100%

88.75%

94.3%

PURCHASED GOODS AT THE FAIR

HAD THE AUTHORITY TO PURCHASE AT THE FAIR

WILL CONTINUE TO PURCHASE GOODS FROM AN EXHIBITOR AT THE FAIR

WOULD RECOMMEND THE FAIR TO THEIR PEERS

BUYER BY STATE

NT 0.3% QLD 10.2% WA 2.5% SA 4.7% NSW 66.7%

VIC 10.5%

TAS 1.5% NZ 1.8%

Other 0.3%

BUYERS BY CATEGORY

89% Independent Retailers

11% Buying Group Members

2014 VISITOR ATTRACTIONS

SPOTLIGHT LEARNING EXCHANGE

ASK THE EXPERT

ON THE BENCH

A series of workshops and seminars held

Following on from topics presented in the

Presented by the Young Jewellers’ group,

throughout the event that educated and

SPOTLIGHT sessions, a number of top

the Jewellers’ bench was held daily to

inspired attendees. Topics included;

business consultants were available to

demonstrate a number of techniques

• Visual merchandising

speak with, one-on-one, in the new Ask

including CAD design, engraving and

• Staff success

The Expert Lounge.

jewellery setting.

BUYING GROUP LOUNGES

BRIDAL PARADES

JEWELLERY EXPERT SPEAKERS

Located on the exhibition floor, lounges

This year the International Jewellery Fair

From Jimmy DeGroot to Nic Cerrone, this

provided seating and refreshments for

showcased this season’s hottest jewellery

year’s Fair delivered some of the jewellery

some of the leading buying groups and

trends for brides and grooms alike. As

industry’s heavyweights daily.

their members, away from the hustle and

well as a bridal industry summary from

bustle of the exhibition floor.

P.W. Beck, visitors were also given fact

• Retail marketing

sheets compiled by Bride to Be magazine on the latest bridal jewellery statistics.

MEDIA MORNING TEA

WORLD FAMOUS DIAMONDS

MEET THE DESIGNERS

With media representatives from a range

Presented by Scott Sucher, this display

As a prelude to the JAA Australian

of publications and channels including

showcased some of the most accurate

Awards, the nominated designers

Bride to Be, Channel Ten and The Style

diamond replicas in the world. Scott

held a session at the fair to share their

Agency, the Media Morning Tea was an

conducted daily talks which detailed each

inspiration and motives behind the

opportunity for the media to hear about

display.

nominated pieces.

all the latest jewellery trends for the upcoming season.

NEW LOOK EATERIES

HAPPY HOUR

THE JEWELLERY FAIR

Expertise Events worked closely with

For the first time ever, the Jewellery

the Sydney Exhibition Centre’s catering

Fair Happy Hour was held. Sponsored

To encourage visitor purchasing, the JAA

team to deliver a brand new enticing food

by Leading Edge, Nationwide and

Jewellery Fair introduced the first ever

outlet. Located on the show floor, and not

Showcase Jewellers, the Happy Hour

Treasure Chest. Visitors had to spend

delivering your typical exhibition food, the

was a chance for visitors and suppliers

over $1000 with an exhibitor to get a

NY Pizza area provided visitors with fresh

to network at Australia’s No1 Jewellery

chance to go into the draw for a selection

and delicious food.

event.

of jewellery worth nearly $20,000!

TREASURE CHEST

FREE TRANSPORT To ensure that visitors got to the venue in the smoothest way possible, our team put on complimentary, dedicated transport options for all attendees.

Expertise staff were stationed at all FREE transport pick-up points to help ensure an enjoyable journey for all visitors to the Fair, and for those driving to the Fair, Expertise Events arranged a discounted flat rate of $25 for the day for all visitors who arrived before 10am.

BEST STAND AWARDS These are judged on the following criteria: • Pre-fair marketing participation • Staff presentation • Visitor interaction • Product display • Stand design • Overall integration of stand elements

Congratulations to the winners in 2014: BEST SMALL STAND

BEST LARGE STAND

ELIZABETH JEAN CREATIONS

NAJO

STAND K32

STAND D36

EVENT MARKETING ACTIVITIES A co-ordinated and multi-faceted marketing campaign was conducted to promote the JAA International Jewellery fair.

It’s time to take a fresh look at your industry trade show

The Australian bridal market is worth $4.3 billion annually*.

Want to know how you will attract your share of this market?

Do you want to pull people from your window display through to the cash register?

Registrations

NOW OPEN! fresh look It’s time to take a show at your industry trade

*Source IBIS Australia

Do you want to turn social media followers into real customers?

Do you want your retail staff to sell more and have repeat business?

Find out how...

SYDNEY August 31 – September 2, 2014 Sydney Exhibition Centre @ Glebe Island

Where will you find hot www.jewelleryevents.com.au discover new designs in jewellery, entire see the latest global trends, new product ranges and get ideas for your business?

Primary Sponsor

NEW VENUE

Organised by:

Supported by

+61 2 9452 7575

PLUS!

SYDNEY August 31

– Sydney Exhibition Centre September 2, 2014 @ Glebe Island www.jewelleryevents.co m.au So, you visit regularly?

New to the Fair?

Great! Simply bring your Blue Buyer Card with you for express entry to the fair.

– Septemb SYDNEY August 31

We look forward to welcoming you!

Simply go to our website to register before attending.

er 2, 2014

@ Glebe Island Sydney Exhibition Centre m.au www.jewelleryevents.co

NEW VENUE!

Organised by:

+61 2 9452 7575

More

More

More

In its 23rd year and in a brand new venue, we’ve packed more into this year’s International Jewellery Fair than ever before!

VALUE SAVINGS ON OFFER...

Get new insights from the industry’s heavywei ghts that will CHANGE how you do business.

For the first time ever, you can bring a free guest!

NEW VENUE!

Save the date and start planning

AUGUST 31 – SEPTEMBER 2, 2014

Remember – Now at the NEW Glebe Island Exhibition Centre

SYDNEY EXHIBITION CENTRE @ GLEBE ISLAND

No, it’s not an island.

However you can get a FREE ferry, a FREE bus or drive to the Fair. Visit our website for full information.

SYDNEY August 31 – September 2, 2014

AUSTRALIA’S NO.1 JEWELLERY EVENTS

Primary Partner

today!

Sydney Exhibition Centre @ Glebe Island www.jewelleryevents.com.au NE

Supported by

Supported by Primary Sponsor

Jewellery postcard.indd 1

Organised by:

jewellery_IJF_Sydney_V3.i

ndd 1

+61 2 9452 7575

16/07/14 10:35 AM

W

VE

NU

MAKE YOUR TIME COUNT

– WE KNOW HOW VALUABL E IT IS!

TRADE MAGAZINE ADVERTISING

Here are some of our best tips to help you maximise your time at the Fair to make it convenient, easy and time efficient..

DIRECT MAIL 1.

2.

3.

Make a list of the new ranges or products you need to give you the EDGE! (Check out the fair website and take a look through the Jeweller Official Fair Directory)

4.

5.

Plan who is a must see, know their location and tackle them first. Arrive early so you can pace yourself. You can’t beat face-to-face contact.

Pre-set appointments with your must see exhibitors and brands.

Identify what retail expert learning streams are running. There will always be some FREE tips for you to pick up that will have an impact.

6.

Read through this guide to get details on all new bookings, maps and the exhibitor list.

Don’t forget to pick up your fair bag - it may come in handy for brochures!

7.

Look for NEW products and companies.

It’s about developing your business edge with smart buying. Set yourself targets on how many new items you want to discover.

Set goals for yourself and your team in advance to get what you need out of the fair.

8.

9.

Take a notepad, business cards and a small camera. Don’t be afraid to ask if you can take pictures of the products and get ahead with planning your indoor displays.

Be a sponge! Collect as much information as you can from companies that interest you. Be prepared to adapt and adopt.

10. Take a break! Meet your colleagues at

our brand new themed eateries and catch up on what has caught your eye.

11. Keep an open mind for things you discover

that you didn’t expect! Trends and consumer needs change - you need to be ready to change as well!

Direct mail was used extensively

TRADE INVITATIONS

& INVOICE STICKERS

A schedule of advertising was

by the event and WIN included three

placed in the major trade publication,

unique mailings to a database of

statement stickers were printed for

Jeweller magazine. The campaign

approximately 14,000 prospects on

the use of exhibitors to promote

A BOUNTY OF JEWELLE RY TREASUR ES WORTH NEARLY

The new Sydney Exhibition Centre @ Glebe Island isn’t on a real island, but that’s no reason why we can’t have some fun with it with a great Treasure Chest of goodies. The chest will be filled exclusively with jewels, gems, tools and time pieces for one lucky visitor to win, courtesy of our generous exhibitors.

$20,000!

Here’s how it works:

Every time you place an order with a participating exhibitor in multiples of $1,000, you will get an entry into the draw.*

Simply fill out each ticket with your details then place them in the entry box at the Treasure Chest display area at the fair for your chance to win.

CONDITIONS OF ENTRY: 1. *Tickets issued can only be from orders placed at the International Jewellery Fair at Glebe Island.

2. Additional tickets can only be issued when it rolls over the full $1,000.

Only one ticket will be issued per 3. The product supplied in the chest $1,000 spent. is the product to be given to the winner

The more you spend, the more chances you have to win the Treasure Chest!

The draw will take place on Tuesday afternoon at 4pm. If the winner is present, they will win an additional $750 in cash, plus the chest will be delivered for free to their business!

www.jewel leryfair.com .au

DL flyers, postcards and invoice/

also included inserts tailored to the

each occasion:

NZ and Australian markets separately.

• ‘You’re Invited’ postcard

banners were also made available to

•

be included on websites and email

‘Save the Date’ postcard

• 20-page Fair Preview &

their attendance at the Fair. Web

communications.

Registration booklet • Pre-show newsletter detailing exhibitor offers and the comprehensive feature program

EMAIL MARKETING

FAIR WEBSITE

TELEMARKETING & SMS

Regular email newsletters were sent

The JAA International Jewellery

A telemarketing campaign was

to prospective visitors each outlining

Fair website was a comprehensive

conducted in the weeks prior to the

specific event initiatives and pointing

resource for the event, detailing

fair, issuing a personal invitation to

back to the event website.

exhibitor listings, amenities, fair

attend the Fair, an offer to correct

features, links to accommodation

records and facilitate the provision of

bookings and, most importantly, a

further information.

portal to the NEW online pre-event registration.

E!

18/07/14 10:09 AM

AUSTRALIA’S NO.1 JEWELLERY EVENTS

OFFICIAL FAIR DIRECTORY

August 31 – September 2, 2014 Sydney Exhibition Centre @ Glebe Island jewelleryfair.com.au

1/08/14 3:55 PM Sydney_FairDirectoryCover_2014.indd 1

OFFICIAL EXHIBITION

PUBLIC RELATIONS

THE DAILY NEWS

Each fair initiative was released to

Each day of the Fair we emailed

the market at large via the trade

the Fair News to more than 8,000

The 24-page exhibition directory,

press. As a supporter of the Fair,

potential visitors. This was full of

produced by Jeweller magazine, was

Jeweller magazine, both online and

information direct from the event. By

available to every visitor, providing

in print, ran a wide-ranging preview

making a personal daily connection

a valuable resource to navigate the

of the Fair in the months and weeks

with visitors, they saw the action ‘live’

exhibition and more importantly an

prior including a comprehensive

from the Fair, and got excited about

essential post event resource to keep

‘Show & Tell’ covering the majority of

visiting.

in touch with exhibitors.

exhibitors.

NOMINATED BUYERS

BRING A GUEST

We invited all of the Fair exhibitors

For the first time at the Fair, Expertise

to provide us with lists of their top

Events allowed blue buyer card

clients. These nominated buyers

holders to bring along an advisory

were then pre-registered and sent

guest. Following feedback from

a confirmation letter indicating that

previous years, Expertise Events

their badge would be at the door for

created a new guest pass whereby

express entry.

buyers could bring a guest of their choice to the show for assistance with any purchasing.

DIRECTORY

JAA INTERNATIONAL JEWELLERY FAIR EXHIBITORS 2014 COMPANY

STAND

COMPANY

STAND

3 D Photomation Pty Ltd

GEM40

Chrysalini

G46

3D Printing Systems

G36

Cody Opals

K28

A&E Metal Merchants

E70

Coincept Trading Pty Ltd

M44

Aaron Shum Jewelry

C33

Cotton & Co

K33

Adela Imports

G48

Crawfords

C43

Affection Diamonds

C45

Cudworth Enterprises Pty Ltd

D32

Alavu

A63

Designa Accessories

D22

Allure South Sea Pearls

E66

Dezire D'Jewels

B30

Amber Centre, The

L51

Diamond Sensation

C29

Amber by Mazukna UAB ''Gritpedziai'' ir ko

A21

Disney Couture

C51

Antonio Ben Chimol

D40

Display Plus Imports

D54

Apecs Investment Castings P/L

G22

Divine Sutras

H42

DSM (Pacific) Pty Ltd

G18

Aria Jewellery Aries Gold and Philip Armaguard ARMS Atlas South Sea Pearl Ltd

D51 G44 D73 F26 G56

Aunet Pty Ltd

A69

Australian Designer Jewellery

F56

Australian Jewellers Supplies Pty Ltd

F16

Australian Opal Direct

GEM1

Australian Precious Stones

GEM5

Ayres Packaging & Display

G12

Aztec Gold & Silver

G43

Bead Them Up

A29

Bee Dee Bags Australia

J33

Best Bargains Australia

D60

Bianc

E76

Bolton Gems P/L

E22

Bowerhaus

F40

Brinks Australia

J71

Cactus Watches

D45

Canyon

H50

Chemgold

D52

CHJ Jewellery Pte Ltd

K43

COMPANY

STAND

Graham Cohen Marketing Pty Ltd

H54

Grand Opal Pty Ltd

C40

Hamilton Hall

F32

Hari Krishna Exports Pvt. Ltd. / H.K. Designs (India)

C31

Hayagriva Software Pty Ltd

B61

Himalayan Treasures

B44

Homage Jewellery

A59

Hong Kong Trade Development Council

D57

Ice Australasia

B22

ICHU JEWELLERY / I-BY-ICHU

F51

Ikecho Pearl Company

D43

Imajpak

D30

Indian Lapidary

Gem7

Duraflex Group Australia

DGAMR

Duraflex Group Australia

G26

Duraflex Group Australia

F22

E. Georgi's Enterprises

G69

Eammano Australia

D59

Jewellers Association Of Australia Ltd (JAA)

Eastern Pearl

G49

JG Jewellers

J45

Effy Jewellery

F66

Julie Sandlau A/S

A25

Elizabeth JEAN Creations Pty Ltd

K32

Kagi Ltd

E78

Ellani Collections

E52

Kaiserman

F52

Eugene's Jewellery

C62

Karen Walker

D64

Evolution Jewellers

J31

Lambretta Watches

H52

Fabuleux Vous

A73

Laser & Sign Technology

H64

Fiera di Vicenza

D47

Leading Edge

BG1

Forever Diamonds

F42

Lester Brand

NW5

Galaxy USA HK lTD

A18

Liberty Pearls

G45

Gems & Crafts

J52

Lilac Lily Jewellery

C46

Gemstone Trading Company

B24

LOONA

A31

Georgini

D14

Lost River Diamonds

A76

Gerrim International

F20

Love from Venus

D18

Glenyville Jewellery

F41

Lucia's Pearl

F53

Global Export Import Company Pvt. Ltd

H49

Macabi Diamonds

G20

Golden Mile Jewellery Manufacturers

J61

Made In Earth Creations

B16

Isaac & Surreal Jewellery

F18

Jewelex

NW6

Jeweller

C08 E16, F14

COMPANY

STAND

COMPANY

STAND

COMPANY

STAND

March La. B

B32

Pearl Time Australia Pty Ltd

G51

Sundiam Dmcc

FC1

Mark McAskill Jewellery

E14

Peter W Beck Pty Ltd

C14

SWELL JEWELLERY

G65

Mark Milton Ltd

E30

Portable Analytical Solutions

G47

Tahitian Pearls

A75

Marsh Advantage

G44

Preyas Jewellery

C39

The Amber Centre

L51

Meira T. Designs

F60

Pricon

A61

The Battery Man

K40

Midsummer Star

A71

Purity Jewelry

E55

The Diamond Dealers Club of Australia

M38

Mira Style Jewellery Company Ltd

B10

R & D Italian

D63

Mirai Jewels

B63

R.J. Scanlan & Co

C36

Moro & Ognissanti

A60

Rapid Prototyping Services

G30

GEM3

Renee Blackwell Design

E56

Najo

D36

Retail Edge Consultants

G38

Nash Pearls Pty Ltd

A20

Richter Diamonds

A75

Nationwide

BG2

Rolma Industries

M54

Nelson (Aust) J.A. Pty Ltd.

C22

Royal Ritz

GEM19

New Star International

E62

S.K Traders and Export Pvt Ltd

GEM41

Mushtaq Hussain Gems and Minerals

The Gemmological Association of Australia Inc. (NSW Division)

GEM35

The Gold & Silversmiths Guild Of Australia

GEM33

The National Council of Jewellery Valuers

GEM 39

Time Supply

NW4

Torres Jewel Co

Noi Gioielli

FC15

Sai Imports Pty Ltd

NW3

O'Neils Affiliated

E44

Sams Group Australia

C30

Opals Australia Pty Ltd

E32

Sarabol Pty Ltd

J41

Oracle Collection

H48

Searay Pty Ltd

F36

Osia International (Pacific) Pty Ltd

C42

Showcase

BG3

Pacific Pearl

H24

Shyam Craft

C52

Palloys Group

C20

Silverz925

A57

Pandora Jewelry

D67 P1 P2 P3

S J Jewels

K33

Pastiche Pty Ltd

F44

Soklich & Co.

E40

Paterson Fine Jewellery

F55

Spangold Pty Ltd

E48

Paul Shadiac Imports Pty Ltd

C34

Sparkle Impex Pty Ltd

NW2

Pearl Perfection

F45

Stones & Silver

K60

Story Jewellery Co. Pty Ltd

J44

Pearl Story

PRIMARY PARTNERS

SUPPORTED BY

E49

Gem29

Tower Systems International

A67

Trendy Nang Group Holdings Limited

J46

True Blue Opals & Gems

B36

Universal Diamonds

E51

Vida Australia

B26

Von Treskow

D44

West End Collection

D48

World Shiner

E36

Worth & Douglas Ltd

E61

Yi Sokha Jewellery

Gem 17

Zever

Gem11

COMPANY

STAND

Jeweller

C08

Jewellers Association Of Australia Ltd (JAA)

E16

Leading Edge

BG1

Nationwide

BG2

Showcase

BG3

The Gemmological Association of Australia Inc. (NSW Division)

GEM35

The Gold & Silversmiths Guild Of Australia

GEM33

The National Council of Jewellery Valuers

GEM39

SEE YOU IN SYDNEY 2015!

AUGUST 29 – 31, 2015 SYDNEY EXHIBITION CENTRE @ GLEBE ISLAND

We look forward to working with you in the future. Thank you for your support and participation at the JAA International Jewellery Fair.

Regards, The Jewellery Fair Team

www.jewelleryfair.com.au

Telephone: +61 2 9452 7575 Fax: +61 2 9975 3707 Post: PO Box 6053, Frenchs Forest NSW 2086 Australia www.expertiseevents.com.au

Exhibition Sales Enquiry sales@jewelleryfair.com.au General Event Enquiry info@jewelleryfair.com.au