INTERVIEW – Italy’s WE ARE Jewellery event on March 23 to provide new digital platform for trade


WE ARE Jewellery on March 23, 2021, organised by Italian Exhibition Group (IEG), will be a new digital platform facilitating trade at a time of constrained mobility due to the pandemic, and will reinforce ties within the international jewellery and gemstone community, IEG Group’s Brand Director, Jewellery & Fashion, Marco Carniello, tells Jewellery Outlook Editor David Brough.

Marco, what are the main objectives of the March 23 virtual WE ARE Jewellery event? 

With WE ARE Jewellery, Italian Exhibition Group intervenes at a delicate moment for the purchasing cycle of new jewellery collections, by providing companies and operators with a professional meeting platform for supply and demand.

It’s a digital event designed to support companies in these times of mobility restrictions.

Furthermore, WE ARE, which follows the path undertaken in September 2020 with VOICE, represents also a moment of communication for the industry, a continuous stimulus for the jewellery community that has always followed the Vicenzaoro activities with interest.

Marco Carniello, IEG Group's Brand Director
Marco Carniello

Who will take part in WE ARE Jewellery? 

The protagonists of WE ARE will be the exhibiting companies of Vicenzaoro and Oroarezzo, producers of both gold and silver jewellery, with a focus on the launch of the new collections for 2021. We expect a good participation from the Arezzo district, since the presentation videos will be shot in Arezzo.

Will you be marketing the event beforehand with a vigorous social media campaign?

Of course, it will be important once again to raise the awareness of the event and bring it to the whole world. Social media will be as important as all industry media to communicate with the B2B audience, our specific target.

Regarding the postponement of the next edition of Vicenzaoro from March to September, are you hoping that a full contingent of international buyers from across the world, including long haul travellers, will be able to attend? What steps will you be taking to ensure the safety of visitors?

One of the reasons behind the repositioning of Vicenzaoro in September lies in IEG’s desire to guarantee the presence of international buyers.

From the data and projections available to date, September should bring the immunization target of populations around the world closer, due to the effect of vaccination campaigns, with a decisive impact on the return to global mobility.

Furthermore, we are working to ensure efficient and safe corridors for the professional operators coming from abroad and in the near future we will receive specific indications from the Government and the Ministry of Health.

Once at the fair, physical visits will be guaranteed by the highest safety standards thanks to the measures established by the protocol #Safebusiness by IEG, that have succeeded in being effective during our latest events.

We received important feedback from visitors, happy that they could fully live the experience at the fair, relying on the principles of maximum health safety.

In light of the pandemic, what is your vision for the future of international B2B jewellery trade fairs? Do you expect them to evolve into hybrid events, combining physical and digital aspects?

The pandemic has confirmed the importance of the physical event, which will remain central to B2B jewellery events.

In addition, the visiting experience and all the business matching activities must be enriched by the new opportunities provided by digital platforms.

This is a model undertaken with foresight over the years by IEG, which represents a competitive advantage for us in order to develop innovative services and formats to support the companies and the buyers operating in all the industries we serve.

 (1)INTERVIEW – Italy’s WE ARE Jewellery event on March 23 to provide new digital platform for trade