IJF Event Report 2015 by Expertise Events

JAA INTERNATIONAL JEWELLERY FAIR

EVENT REPORT

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

August 29 – 31, 2015 I Sydney Exhibition Centre @ Glebe Island

‘The 2015 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’

2015 EVENT OVERVIEW With a strong line up of guests, features and activities as well as over 50 new exhibitors including big overseas brands the 2015 JAA International Jewellery Fair generated a buzz throughout the industry. Once again free ferries and buses transported visitors to the fair and once inside they were greeted with live jazz music, with the natural light from the translucent roof bringing the fair to life. Based on feedback and experience the first day was moved to Saturday to spread the visitor numbers more evenly across the 3 days to allow them more time to research and buy. This proved very successful with a split of visitor numbers; Saturday 36%, Sunday 39% and Monday 25%. There was something for everyone this year including international guest speakers, Jesper Neilson from Pandora and Endless Jewelery and Dennis Sandlau Jacobsen from Julie Sandlau, who generated a lot of interest as they discussed international trends and shared their experiences.

EVENT PROFILE Dates: August 29 â&#x20AC;&#x201C; 21, 2015 (Saturday â&#x20AC;&#x201C; Monday) Venue: Sydney Exhibition Centre @ Glebe Island Website: www.jewelleryfair.com.au Organised by:

events T: 61 2 9452 7575 E: info@jewelleryfair.com.au Total attendance: Saturday 36% Sunday 39% Monday 25% Number of exhibitors in 2014: 172 Number of exhibitors in 2015: 190 The Jewellery Fair Team:

Gary Fitz-Roy Managing Director

Rod Hodgkins Event Group Manager

Our Spotlight sessions were more focused this year on specific industry topics as well as general business advice on helping retailers and most sessions were well attended. We brought back the Bench Challenge competition for its second year, which generated plenty of interest as competitors created some stunning jewellery right there at the fair under the pressure of specific time limits. This competition will continue to grow and is sure to be bigger next year based on feedback from visitors. Happy Hour on Saturday was a great opportunity for visitors and exhibitors to take a breather from a very busy first day and spend some time networking with the industry. A big thanks to the buying groups who joined us as sponsors. Overall attendance was up 2 % on last year with 21% of visitors new to the fair and 31% of visitors not having been for a number years citing the features and activities as the main reason for returning. Our special thanks to the Jewellers Association of Australia, the three buying groups Nationwide, Leading Edge and Showcase, as well as all of the exhibitors. We appreciate your support and contribution to deliver an outstanding event that continues to bring the industry together.

Daniel Heather Director of Operations

Jennifer Murphy Event Sales Executive

Danielle Griffiths Marketing Co-ordinator

Heather Ward Event Co-ordinator

KEY VISITOR RESEARCH

*Statistics collected from 2015 pre-show registration and post-show surveys

Jewellery Retailer

53%

BUYER BY TYPE Jewellery Manufacturer

28% Jeweller

Student

General Retailer

Fashion Retailer

REASONS FOR ATTENDING

40%

To place orders

73%

To find new products

58%

To see new suppliers

56%

To see the latest trends

38% 33%

To network

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 0.4% QLD 11.4% WA 1.7% SA 4.7% NSW 64.4%

VIC 9.4%

NZ 3.7%

TAS 1.3% Other 1.5%

ACT 1.7%

2015 VISITOR ATTRACTIONS

SPOTLIGHT LEARNING EXCHANGE

BENCH COMPETITION

BUYING GROUP LOUNGES

A series of workshops and seminars

Presented by the Young Jewellers’ group,

Located on the exhibition floor, lounges

held throughout the event that educated

the Jewellers’ bench was held daily to

provided seating and refreshments for

and inspired attendees. Topics included:

demonstrate a number of techniques

Nationwide, Showcase and Leading

• Social media • Recruitment

including CAD design, engraving and

Edge buying groups and their members,

• Colour grading • Sales • Producing

jewellery setting.

away from the hustle and bustle of the exhibition floor.

watches • Product photography

THE JEWELLERY FAIR

INTERNATIONAL PERSPECTIVE

PALLION LIVE DEMOS

Jesper Nielsen from Endless Jewelry and

Live demonstrations were held next to

Dennis Sandlau-Jacobsen from Julie

the Pallion stand, where you could

To encourage visitor purchasing, the

Sandlau gave worldly insights that were

learn the secrets of plating, how to

International Jewellery Fair brought

practical and down to earth, in free infor-

string pearls with the correct tension,

back the Treasure Chest. Visitors had

mation sessions. They were on hand to

see the head CAD designers sculpt on

to spend in multiples of $1,000 with a

discuss industry trends, their experience

screen, and much more.

participating exhibitor to go into the draw

TREASURE CHEST

in the industry, brand awareness, and

to win a selection of jewellery worth over

various tips along the way.

$20,000!

PIZZA & PAELLA BAR

HAPPY HOUR

AWARD WINNING PIECES

Once again, Expertise Events worked

Back by popular demand, the Jewellery

A beautiful bangle made by Elly Cerohorsky

closely with the Sydney Exhibition Centre’s

Fair Happy Hour was brought back in

from WA was on display at the fair, which

catering team to deliver more enticing food

2015. Sponsored by the 3 buying groups

claimed 2nd place in the Emerging Artist

for visitors and exhibitors. Located on the

and Expertise Events, the Happy Hour

category at the Saul Bell Design Awards. Also

show floor, and not delivering your typical

was a chance for visitors and suppliers

on display were earrings containing 1,046

exhibition food, the NY Pizza and Paella

to network at Australia’s no. 1 Jewellery

diamonds by Susan Blennerhassett, which

Bar provided fresh and delicious food.

event.

placed 2nd in the Gold/Platinum category.

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 2015: BEST SMALL STAND

BEST LARGE STAND

DISNEY COUTURE

PALLION

STAND B33

STAND C20

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

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Now: 1. Register

Ave FREE BUSES 13 on Eddy daily from: terminal, Bay Harbour (opposite Departing Trains bus Museum, Darling Station, Country the Maritime ■■ Central stop, near from Street bus 25 minutes ■■ Murray Harbour & Hotel) from Darling Pyrmont Bridge 15 minutes Approximately Travel time: Central Station.

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Primary Partners:

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than 180 exhibitors and gemstones, watches diamonds, loose

gold, silver, platinum, with Australian Plus many more!Withfine,uncompromising fashion jewellery, Spotlight sessions contemporary and competition. quality brands. Enjoy

Pallion will be running Com e along live demonst and learn to the rations correct the secre tension, and test ts of platin next to their stand the g, benefits see their head how at the fair. of Arge CAD desig to string Pallion ntium will also ners sculp your pearls . Visit finished be stand wide rang t on scree diamond showcasin C35. e g Rege n the fair. set tenn diamonds of gemston ntco 18 All ston is brac es inclu , set in carat elets in ding white es pass strict or com white a varie gold; bination. your choice quality or black ty of sizes fully of patte control rn exclusively guide lines, at and there is a

the IJF delivers more

ional Jewellery Fair, Sydney 2015... A treasure trove of experiences!

es Cra

for the

The JAA Internat

nd, Jam

Pty Ltd • DKSH Australia l Garden • Caroline Trask/Jewe • Endless Jewelry Paris • Laurent Leger • My Jazz Jewellery • TW Steel

IT’S N E GETT VER BEE N SO ING TO EA THE FAIR SY

New Exhibitor

for details and to

The Essential Event Jewellery Industry.

There’s a reason why we’re Australia’s No.1 Jewe llery Event...

TE! UPDATE!sUPDA to the Fair

Gle be Isla

om.au

www.jewelleryfair.c

JAA International Jewellery Fair, Sydney

YOU R EASY OPTIONS . CAT CH FREE TRAN SPORT FREE TO THE FERRY FAIR! Depa rting daily ■■ Darlin from: g Harb Shopping our, Conv ention Centre Centre Travel Jetty, time: in front About of Harb 10 minu ourside tes from Darlin FREE g Harb BUSES our Depa rting daily ■■ Cent from: ral Statio ■■ Murr n, ay Stree Country Train s bus t bus Pyrmont terminal, stop, near the Bridge Bay 13 Travel Hotel) Maritime on Eddy time: Appr Muse Ave Cent oxim um, ral ately 15 Station. Darlin g Harb minutes our (opp from Darlin osite g Harb our & DRIVING 25 minu tes from If you are drivin g, limite Road. A drop d off point paid parking Sydney is availa is locat Exhibition ble at ed withi Centre the venu n the @ Gleb carpark, e. Entry e Islan outside and exit d webs Hall 3 is via Jame PUBLIC ite for of up-to the BUS s centre. -date Craig & MET The close inform Check RO LIGH ation. st the near Robe public bus TRAIL stops rt Stree are Victo more t. The inform ria Road close ation, We enco near Horn visit trans st Metro Light urage you to sey Stree portnsw.in Rail Park taking t, and fo or call stop is Roze Victoria advantag & Ride, lle Bay, Please 131 500. the free, e Annandale Road note: There special of one of visitors . For or ferry at is services event bus no pede this bus the special available stop must event temp strian acce More infor . ss to orary bus hail the is avail mation driver. The ven stop locatSydney Exhib able ition ed appro ue add our web on ximately Centre @ Gleb ress is site! half way e Island Syd ney , along Exh ibit James however a free Jewelle Craig ion Cen shuttle ryPrev Road iewA2. bus tre @ – look indd 1 for the service will pick up signs. Visitors waiting at

show at the Look who’s on Fair. ional Jewellery Sydney Internat

placed in the major trade publication,

‘Save the Date’ postcard

• Preview Brochure • Fair Highlights postcard

VISIT US AT STAND

SEE US AT THE JA

INTERN

their attendance at the Fair. Web AUGUST 29 - 31, 2015 EXHIBITION

AUGUST 29 - 31, 20 SYDNEY EXHIBITION jewellery

jewelleryfair.com.au

VISIT US AT

communications.

COME AND SEE US AT THE JAA INTERNATIONAL JEWELLERY FAIR

COME AND SEE US AT THE JA INTERNATIONAL JEWELLERY F

AUGUST 29 - 31, 20

AUGUST 29 - 31, 2015

SYDNEY EXHIBITION CENTRE @ GLEBE ISLA jewelleryfair.com.au

SYDNEY EXHIBITION CENTRE @ GLEBE ISLAND jewelleryfair.com.au

VISIT US AT STAND COME AND SEE US AT THE JAA INTERNATIONAL JEWELLERY FAIR

VISIT US AT STAND

COME AND SEE US AT THE J INTERNATIONAL JEWELLERY

AUGUST 29 - 31, 2

AUGUST 29 - 31, 2015

SYDNEY EXHIBITION CENTRE @ GLEBE ISLA jewelleryfair.com.au

SYDNEY EXHIBITION CENTRE @ GLEBE ISLAND jewelleryfair.com.au

VISIT US AT STAND COME AND SEE US AT THE JAA INTERNATIONAL JEWELLERY FAIR

VISIT US AT STAND

COME AND SEE US AT THE J INTERNATIONAL JEWELLERY

AUGUST 29 - 31, 2

AUGUST 29 - 31, 2015

SYDNEY EXHIBITION CENTRE @ GLEBE ISL jewelleryfair.com.au

SYDNEY EXHIBITION CENTRE @ GLEBE ISLAND jewelleryfair.com.au

VISIT US AT STAND COME AND SEE US AT THE JAA INTERNATIONAL JEWELLERY FAIR

VISIT US AT STAND

COME AND SEE US AT THE INTERNATIONAL JEWELLERY

AUGUST 29 - 31,

AUGUST 29 - 31, 2015

SYDNEY EXHIBITION CENTRE @ GLEBE ISL jewelleryfair.com.au

SYDNEY EXHIBITION CENTRE @ GLEBE ISLAND jewelleryfair.com.au

STAND

VISIT US AT STAND

EMAIL MARKETING

FAIR WEBSITE

VISIT US AT SMS REMINDER

Regular email newsletters were sent

The JAA International Jewellery

On Sunday 30th of August, an SMS

to prospective visitors each outlining

Fair website was a comprehensive

reminder was sent to our database

specific event initiatives and pointing

resource for the event, detailing

back to the event website.

exhibitor listings, amenities, fair

who at didthenot attend on Saturday these on envelopes, statements, by placing event

features, links to accommodation bookings and, most importantly, a portal to the NEW online pre-event registration.

Use these stickers! Promote your involvement a

n between you nicatio commu any written 29th August. The SMS reminded

registrants that the fair was on and some of the great features. IJF_StickerSheet15.indd 1

and your cust

O F F I C I A L FA I R D I R E C T O R Y AUGUST 29 – AUGUST 31, 2015 ISLAND SYDNEY EXHIBITION CENTRE @ GLEBE jewelleryfair.com.au

15/07/15 9:24 AM IJF Directory Cover.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 50-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.

A special thanks to the Jewellery Advisory Group who provided insight from a visitors point of view to help improve the fair now and into the future.

NOMINATED BUYERS

BRING A GUEST

We invited all of the Fair exhibitors

For the second time at the Fair,

to provide us with lists of their top

Expertise Events allowed blue buyer

clients. These nominated buyers

card holders to bring along an

were then pre-registered and sent

advisory guest. Following feedback

a confirmation letter indicating that

from 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.