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Effective Expositions
Making the most out of trade fairs
By: Diamond World News Service
Jul 5 2014 5:20PM
Reference: 9294  


Rebecca So from HKTDC, too, added on the importance of having planned zones for the exhibitors. She pointed, “The strategic zoning houses the right exhibitors in respective areas and allows buyers to locate specific items at ease.” She further added on the HKTDC shows, “This year, 100 buying missions were organised to invite quality buyers to facilitate business matching in the two shows, counting more than 8,700 buyers representing over 7,000 companies from 76 countries, ranging from manufacturers, wholesalers to owners of retail outlets.”

When quizzed about the benefits of these shows to jewellery and watch industry, Sylvie Ritter, Managing Director, Baselworld said, “Baselworld is universally recognised as the most important marketplace and trendsetting event for the world's watch and jewellery industry, annually attracting around 150,000 attendees from every continent, with more than 1,500 brands representing every sector of the industry. Baselworld is also the place where exhibitors achieve a large percentage of their annual turnover.”

After finding out the secret behind the perfect show that receives the large number of footfall. Next obvious query that came to our mind was amongst the bevy of shows which is the best; and Baselworld topped the list as the much-acclaimed show as it is not only the best but the most-sought-after show in the world of gems, jewellery and watches. Not for nothing that the show is praised by all. In the words of Oz Mesiah of Novel Collection, a leading international colour diamond speciality company, "Baselworld is one of the most important shows in the world especially for the diamond industry. All the big dealers participate in the show and the biggest customers visit and show a lot of interest in our goods. In a nutshell, Baselworld is today indispensable for the watch and jewellery industry."

Another show that dots every trader’s must-visit-list of shows is the June Hong Kong Jewellery & Gem Fair. Commenting on the show’s success, Sunny Chan, Deputy Fair Manager, Jewellery Fairs, UBM Asia, said “The June Fair has established itself as one of the leading marketplaces for the industry and reputed as one of Asia’s top three trade events of its kind. The high traffic record of international jewellers at the June Fair also proves that the fair is a must-not-miss event.”

Back home, the Indian International Jewellery Show (IIJS) is the country’s top-of-the-line jewellery show, showcasing the best jewellery collections by the country's leading manufacturers. Samir Sagar, Director, Manubhai Jewellers had all praises for IIJS as he said, “As end retailers, trade shows such as IIJS make it possible for us to understand the current trends in the market, latest manufacturing techniques and innovative jewellery collections. Visiting tradeshows opens up avenues to varieties which were never thought of. This is especially important in jadau and kundan jewellery, where the manufacturers and karigars are based out of Mumbai.”

However, for Ishu Datwani, “Every trade show is different from the other. There are no set parameters to gauge which one is better since the purpose of each trade show maybe different. On visiting multiple trade shows you realise that each one has something different to offer and showcase. Some may cater to a different set of exhibitors and visitors where as some trade shows add their own touch with a unique theme portraying the trends of the season. I personally look forward to the Baselworld jewellery show followed by Hongkong Jewellery Show and IIJS.”

As per the recent information, the upcoming IIJS 2014 is already sold out. Commenting on the show’s success year after year, Nirav Bhansali said, “There is already a waiting list to participate and every year around 30,000 visitors visit the show.”

The trade shows are an investment and over the years the grandeur of these shows is only getting bigger and bigger. As these shows are the times when the stockists, buyers update their inventory, the exhibitors leave no stone unturned to make it a grand affair. From participating till finally exhibiting the products, the traders are shelling out big chunks of money. There are certain driving factors like participation fees, buyers’ portfolio, etc. that makes the traders pay an extra heed before jumping the bandwagon.

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