Fashion, trends to be at heart of The Jewellery Show
BIRMINGHAM, England, November 2010 – Fashion and trends will drive The Jewellery Show in 2011, which will feature spectacular catwalks, a tailored seminar programme and competitions.
“Leading edge design is going to be a key part of what makes The Jewellery Show special on an international scale,” said Event Director Julie Driscoll.
Katie Rowland, Babette Wasserman, new design quarter exhibitors Ana De Costa, James Newman, Alexander Davis and SHO Fine Jewellery, and other leading UK designers will show off their latest creations at the catwalk shows, which will return for a second year in 2011 at The Jewellery Show, an Emap event to be staged at the NEC in Birmingham from February 6-10.
“On that catwalk we have decided to make designers absolutely key,” Driscoll said.
Catwalk shows will take place at The Jewellery Show three times a day, at 12 pm, 3 pm and 5 pm, so that retail buyers will see something new and special.
“That in turn will help retailers drive more consumers into their stores,” Driscoll said.
BUYERS
The Jewellery Show expects to attract over 20,000 retail buyers again in 2011.
The buyers who attend The Jewellery Show are estimated to have a combined budget of 1.8 billion pounds.
Most buyers will be from the UK, and Driscoll is now working to increase numbers of overseas buyers. In 2010 around 8 percent of buyers were from outside the UK.
The exhibition space at The Jewellery Show will be the same in 2011 as this year, and has been completely sold out.
For 2012 the floor space will expand, and The Jewellery Show expects that more buyers will attend as the event builds its international reputation.
More than 400 exhibitors will be present at The Jewellery Show in 2011. More are expected in 2012.
Many of the exhibitors have made hefty investments to create high-quality stands at The Jewellery Show.
International exhibitors in 2011 will include Pandora, Aagaard and Chamilia., as well as Ti Sento, Pranda and Femion.
Denmark’s Pandora, which exhibits solely at The Jewellery Show among UK trade fairs, will be a sponsor of the catwalk again in 2011, Driscoll said.
“They (Pandora) are bringing a lot of retailers to the show,” she commented.
GROWTH PLANS
The Jewellery Show is working to attract new international pavilions in the next few years, Driscoll said.
She also said the event will feature a comprehensive seminar programme in 2011, to be held on the exhibition floor, and expected to include the Assay Office, Emap’s future trends forecasting service WGSN, SaferGems experts, Retail Jeweller magazine, and the GIA.
The seminar programme will include themes of interest to the trade, such as how to boost sales, protecting stores and deterring thieves, how to gain competitive advantage, and buying wisely by pinpointing the right trends that will last long enough to be worth investing in.
The Jewellery Show will be launching a number of new competitions in 2011, including a competition for the best cufflinks, organised in partnership with the British Jewellers’ Association (BJA).
The Jewellery Show is also looking to announce an award for best young designer. Details are expected to be announced shortly.
A training day for young designers will feature at The Jewellery Show in 2011.
“Many of these designers have not presented their product directly to the trade before, so we are going to coach them on the best ways to display their jewellery and how to work an exhibition,” Driscoll said.
The Jewellery Show is also planning to create a space for graduate designers, as well as newly established and more experienced designers in the next couple of years.
A mentor-mentee programme may be developed.
The event will produce a booklet called How to Maximise your Return on Investment through exhibiting at The Jewellery Show.
Driscoll said that even seasoned exhibitors would benefit from reading this booklet.
The Jewellery Show will again host some buyers, both from the UK and overseas, in 2011.
“We hosted buyers on a small scale this year and we’re going to be doing it on a slightly larger scale in 2011,” Driscoll said.
There will also be a type of “speed-dating” Meet The Buyer event.
“That will be about putting certain exhibitors with certain buyers in a different environment.”
The Jewellery Show will have a more opulent look and atmosphere in 2011, underscoring the upscale nature of the jewellery buying experience.
“Jewellery buyers are usually very affluent. Their jewellery stores are beautiful, and we want to create the right ambiance for them,” Driscoll said.
The Jewellery Show’s website will be a key tool for exhibitors and buyers to make the most of their experience at the show.
It will highlight products, provide a supplier search facility and give exhibitors the chance to get noticed before the show.
BIRMNGHAM AS VENUE
Emap is proud of its association with Birmingham as the venue of The Jewellery Show.
Birmingham’s advantages include its location in the heart of England. Visitors to The Jewellery Show from abroad can reach the event within half an hour from the international airport located near the NEC.
Birmingham is a major retail centre, and is renowned for The Bullring shopping complex.
The Midlands city has a thriving jewellery quarter and manufacturing tradition.
“The importance of jewellery being made, designed and manufactured in Birmingham is key,” Driscoll said.
Birmingham features high-quality entertainments and cuisine, including a number of Michelin starred restaurants.
