The local jewellery trade was confounded in 2024 when the Jewellery Industry Network scheduled its Jewellery Industry Fair on the same weekend as the International Jewellery Fair, hosted by Expertise Events.
Readers will recall that after the scheduling conflict was announced, Jeweller set out to answer a simple yet compelling question: Does the Australian jewellery industry need two trade fairs in the same city on the same weekend?
This question was important given the decision by the Jewellery Industry Network – and its directors Laura Moore and Angkham (Andy) Phanthapangna - to deliberately create a clash of events.
The scheduling conflict between the two events, both purporting to serve the needs of the same audience, ended in predictable division and disharmony within the trade.
Of particular interest was the conduct of a small group of people who alleged wrongdoing by the International Jewellery Fair organisers, claiming it impacted attendance at the Jewellery Industry Fair.
The facts did not support the claims; however, and statements were retracted, social media posts were deleted, and the Young Jewellers Group issued legal warnings to its members. Apologies were eventually made; however, it was another ignoble period for the local jewellery industry.
Indeed, at a time when the Australian jewellery industry needed harmony and unity, the exact opposite occurred – and it was entirely predictable.
With that said, the good news is that common sense has finally prevailed!
There will be no scheduling conflict between the International Jewellery Fair and the Jewellery Industry Fair this year.
The Jewellery Industry Network has changed its business model, and as a result, suppliers and retailers will not be ‘forced’ to choose one event over the other.
This year the two events are five weeks apart – the International Jewellery Fair will take place from 23 to 25 August, and the Jewellery Industry Fair from 25 to 27 September.
The International Jewellery Fair will once again be hosted at the International Convention and Exhibition Centre in Sydney’s Darling Harbour.
Interestingly, the Jewellery Industry Fair has not only changed dates but also moved to a new location. This year’s show will be hosted at The Venue in Alexandria.
While it’s welcome news for the jewellery industry that a second year of unnecessary turmoil has been avoided, many questions remain unanswered.
Among the more important unanswered questions: Who benefits from having two fairs occur in the same city at the same time?
As such, it would appear reasonable to analyse why these changes to the Jewellery Industry Fair have been made, particularly when the event's marketing and media coverage have previously been so overwhelmingly positive.
It’s easy to conjure some straightforward explanations: Perhaps Moore and Phanthapangna conducted a post-event review and determined that avoiding a clash of events was in the industry's best interest.
Alternatively, the Jewellery Industry Fair dates may have been changed because the decision to clash the events last year was a strategic failure.
Regardless, this new schedule is good news for the industry; however, it’s important to establish the facts — lest the industry repeat the same mistakes in the future.
Conflict & Division
It’s possible that the Jewellery Industry Fair’s decision to significantly alter the timing of this year’s show was not influenced by the conflict and division that emanated last year.
Indeed, it may merely be a matter of selecting the new dates because they better serve the event's target audience; however, if that’s the case, then it exposes issues of puffery.
As previously detailed, puffery in a marketing context refers to the use of exaggerated or overly promotional language intended to make a product or event seem more impressive than it is.
According to the Australian Competition and Consumer Commission (ACCC), wildly exaggerated, fanciful or vague claims are acceptable if no reasonable person could treat them seriously. With that said, it’s a fine line to walk, as Moore and Phanthapangna discovered in the Federal Court in 2023.
Following the final days of the International Jewellery Fair and Jewellery Industry Fair in 2024, the organisers predictably declared their respective events a success.
One event organiser took a cautious approach, while the other was more unabashed. Indeed, Expertise Events managing director Gary Fitz-Roy was reserved in his assessment.
“I think many people went into the weekend without high expectations because of the state of our current economy, and the majority of people I’ve spoken with since the fair has been very positive,” he explained at the time.
“I think these ‘realistic’ or even pessimistic expectations have been largely exceeded because we’ve had reports of stronger written business than was anticipated, which is great to hear.”
By way of comparison, the organisers of the Jewellery Industry Fair were less restrained.
The event was described as a “resounding success, marking a milestone for the industry with its vibrant showcase of innovation, craftsmanship.”
This crowing created a simple issue for the organisers of the Jewellery Industry Fair, which can best be described as ‘a rod for their own back.’ Having declared the 2024 Jewellery Industry Fair a “resounding success,” logically, this would mean that the two shows would clash again this year.
Background reading: Those who fail to learn from history are doomed to repeat it
Jeweller noted this exact predicament in early September last year. Explained another way: If the 2024 Jewellery Industry Fair was as enormously successful as the organisers claimed, why would there be a need for drastic changes to the business model the following year?
If it ain’t broke, don’t fix it!
With the Jewellery Industry Fair announcing a significant shift in timing – five weeks later than last year – two obvious explanations come to mind.
It’s plausible that the division and conflict created by the scheduling clash were so severe that repeating this mistake was unpalatable for Moore and Phanthapangna.
Alternatively, the claims that the 2024 Jewellery Industry Fair was a "resounding success" may be exaggerated or inaccurate. Equally, both explanations could be correct.
But wait, there’s more!
There is another problem with the Jewellery Industry Fair's puffery that is worth addressing; however, before that’s detailed, there’s something else worthy of analysis about this new schedule.
The Jewellery Industry Fair is now likely to be a Sydney-specific event rather than a national ‘gathering’ of the jewellery trade.
For decades, the International Jewellery Fair has prided itself — rightly or wrongly — on being a truly national event hosted in Sydney. The event attracts visitors from across Australia, as well as retail buyers and exhibitors from Asia, New Zealand, Fiji, and elsewhere.
This is largely influenced by the active support of three buying groups – Nationwide Jewellers, Showcase Jewellers, and the Independent Jewellers Collective – which draw visitors from across the country to Sydney for the show.
With the Jewellery Industry Fair now taking place in September, five weeks after the International Jewellery Fair in August, it would appear unlikely that the new show will be able to capitalise on the influence of the buying groups.
Put simply, the Jewellery Industry Fair will likely be viewed as a Sydney-only event rather than a national jewellery fair attended by visitors from far and wide. Further, any company exhibiting at one jewellery fair would consider what benefit would be had to double its expenses by exhibiting at another event to the same audience, in the same city, a mere five weeks later.
Again, who benefits?
History repeats itself
The second problem foreshadowed above is another logical inconsistency worth addressing: Why has the Jewellery Industry Fair’s venue also changed?
This decision seems inconsistent with the marketing claims and media coverage of the event in previous years.
The Jewellery Industry Fair has consistently boasted, somewhat colourfully, that the Eveleigh Railways Yards - constructed in 1882 - was the ideal setting for a luxury goods exhibition.
“In the ever-evolving world of fashion and luxury, the Jewellery Industry Fair stands tall as a beacon of creativity, craftsmanship, and innovation.
“Industry professionals eagerly anticipate this great event, which brings together the most brilliant minds from the world of jewellery.
“Jewellery Industry Fair and its magnificent stage, the Carriageworks venue, and the lineup of exciting speakers await attendees.”
This is one of many examples of the colourful marketing used to promote the event; however, there are many more.
“The sprawling exhibition halls of Carriageworks are known to transform into a mesmerising wonderland and the Jewellery Industry Fair will have it adorned with inspiring displays, captivating installations, and breathtaking showcases that celebrate the artistry of jewellery.”
This is where the Jewellery Industry Fair management has created a rod for its own back. If the historic Railway Workshops was such a ‘magnificent stage’ then why has the fair been moved to a new location?
Indeed, the Jewellery Industry Fair organisers were so adamant about the popularity of the Railway Workshops as an ideal jewellery fair venue that they even surveyed participants and published the results.
Apparently, a whopping 87 per cent of respondents ‘liked’ the venue. See chart above.
It should be noted that the number of people surveyed was never revealed; however, accepting these results at face value, Railway Workshops was indeed a ‘magnificent stage’ for a jewellery fair — until it wasn’t.
Boiling Hot & Freezing Cold
These types of contradictions and logical anomalies are not uncommon for the Jewellery Industry Network. In fact, the same thing happened recently with a different event.
When the Melbourne Jewellery Industry Fair was launched at the Timber Yard, it was described as a “highly coveted” venue in Port Melbourne.
“The Timber Yard, in the centre of Melbourne, was a fitting backdrop for the sparkling jewels, precious metals and elegant, innovative designs on display at JIF22,” the marketing material reads.
The Timber Yard was also described as a “chic backdrop where outdoors the stars will illuminate the faces of friends grateful to enjoy the connectedness of a face-to-face industry event.”
Indeed, it was the ideal setting for the Melbourne Jewellery Industry Fair — until it wasn’t.
The Melbourne event was moved to the Royal Exhibition Building in Carlton this year, reportedly because many exhibitors refused to return to the Timber Yard, partly because of the lack of air conditioning and/or heating.
Melbourne is legendary for its unpredictable weather – four seasons in one day. However, even by the city’s own standards, it experienced freezing weather during the summers of February 2022 and 2023.
On the opening day (4 February) of the Melbourne Jewellery Fair at the Timber Yard in 2023, Melbourne’s temperature was 11°C.
Meanwhile, the opposite issue arose the following year, with the opening day of the Melbourne Jewellery Fair in 2024 (9 March) reaching a scorchingly hot 37.6°C.
Alternating between bitter cold and exhaustive heat, it’s not surprising that exhibitors complained; however, moving the Jewellery Industry Fair to the Royal Exhibition Building in Carlton did little to alleviate this issue.
Many exhibitors were surprised to discover that the new venue was also not air-conditioned. If the opening day (1 February) was not already hot at 29°C, the second day (2 February) at 39°C was unbearable.
This is a trade-off many event organisers must navigate. While hiring historic venues for events in Sydney (Railway Workshops) and Melbourne (Timber Yard and Royal Exhibition Building) can be less expensive than international-standard venues, sometimes there’s a hidden cost: exhibitor and visitor comfort.
With that said, if the Jewellery Industry Network arranged a change in venues in Melbourne because of exhibitor backlash, one can’t help but wonder about the decision to change venues in Sydney. Was it the "magnificent stage" the organisers claimed?
New Dates & New Headaches
Finally, the new date and venue for the Jewellery Industry Fair in Sydney may conjure new, and perhaps unforeseen, issues for the event organisers in September.
In simple terms, the traditional mid-to-late August dates of the International Jewellery Fair have been coordinated with industry suppliers for 30 years.
This is because suppliers consider fair dates before mid-to-late August too early, as new collections and samples may not be finalised. Conversely, dates after mid-to-late August are considered too late, as delivery before December becomes difficult to guarantee.
This is the sweet spot! With that in mind, it remains to be seen how retailers and suppliers will approach the new end-of-September schedule for the Jewellery Industry Fair.
With the event scheduled for five weeks after the generally accepted ‘ideal time’ for suppliers, navigating the delivery ‘time crunch’ before the all-important Christmas and New Year retail trading period becomes even more severe.
There’s no smoke without fire
That aside, it’s excellent news that the International Jewellery Fair and Jewellery Industry Fair will not clash in 2025.
It should be noted that Jeweller reported that before the first day of last year’s fair, Jewellery Industry Network staff were canvassing exhibitors about a significant change of dates.
Jeweller contacted Moore at the time about the unconfirmed reports, and while she did not respond, based on the schedule and venue change for this year’s event, the rumours appear to be true.
The Jewellery Industry Fair organisers cannot have it both ways. It seems contradictory and most unusual to claim that an event was a ‘resounding success’ while declaring that 87 per cent of attendees liked the venue, and then significantly alter the dates and venue the following year.
Jewellery Industry Network managing director Laura Moore was contacted for this article; however, she did not respond to a request for comment.
With that in mind, readers are free to make their own assessment as to the reasons behind the change in date and venue.
Likewise, readers are encouraged to judge for themselves whether the media coverage and marketing of previous Jewellery Industry Network events were exaggerated and/or contradictory — or simply ‘business as usual’ in the world of event management.
FOOTNOTE: Jewellery Trade Shows: The more the merrier!The issue of competing trade shows, running simultaneously and catering to the same audience is nothing new for the Australian jewellery industry. It dates back to 2006. In fact, it’s not even an issue that’s specific to Australia. The same thing has occurred overseas in countries such as Thailand and Italy, and they all tend to have one thing in common: politics. There is a repeated trend of alternative trade shows being organised by ‘breakaway groups’ and/or people who are unhappy with established events for whatever reason (rightly or wrongly). History demonstrates that all that is achieved is industry division and disharmony. As a result, it’s important to consider the basis for the existence of these rival events. Is it because of personal unhappiness or dissatisfaction with other events, and if so - who benefits? When two events take place at the same time and in the same city, the question must be asked: Do the exhibitors and visitors benefit? Or only those unhappy with the established event? Competition in any market is a good thing. It can drive innovation, increase options, and lead to better outcomes; however, competition is only good if it’s done for the right reasons. Jeweller’s position has been consistent – if there is market demand, the more jewellery trade shows, the better. No one wins when an alternative trade show is formed without apparent demand or support, and this situation is worsened when industry division and conflict inevitably arise. There may be a need for a second trade show in a given market; one that is entirely different to the existing event. It may be an event that caters to a different audience; however, history shows that this does not describe what has happened in Australia for the past 20 years. Instead, the second show intends to merely damage the established event. This has been proven time and time again, both overseas and in Australia, with devastating effects. The established jewellery fair in Sydney—operating under various names during a 30-year history—has served the industry well. Is it perfect? No. Of course not! When is a trade show ever perfect? With that said, in 2006, Jewellery World magazine announced a new event – Jewellery World Show 2007. It was scheduled to take place two weeks before the Expertise Events JAA International Jewellery Fair, as it was known at the time. This second show failed because it could not prove to the market that it was needed. In other words, this event could not establish that it would benefit the wider industry. Five years later, in December 2011, Jewellery World took another stab, announcing a Jewellery World Show scheduled for August 2012, this time one week before the official JAA International Jewellery Fair. This event was also a failure, and it only took two weeks to be cancelled. Why? Because it was formed for ‘political reasons’ and not because of market demand. Many readers will likely have forgotten the debacle that was the ‘jewellery roadshows’ saga in 2013. It began when a group of disheartened suppliers formed their own breakaway group and operated capital city roadshows. This led to a second competing operation, established by suppliers who could not exhibit at these jewellery roadshows because they were in competition with existing exhibitors. It doesn’t end there! Eventually, a third roadshow operation was formed for the same reason – suppliers were refused entry to the first two events. In hindsight, it’s easy to laugh at the absurdity of this situation; however, it’s important to remember that all three jewellery roadshow operations failed because politics, not market demand, drove their creation. Finally, we come to the tragedy that was the 2017 JAA Jewellery Trade Show. It failed because it was seen for what it was: nothing more than ‘politics’ that divided the local jewellery industry for two years and almost ruined the JAA. Jeweller stands by the long-held belief that the more jewellery trade shows, the better, provided they are organised for the benefit of the majority and not the minority. Scheduling a second jewellery trade show to take place at or around the same time as an established event, essentially riding on the coattails of a competitor, is not an effective marketing strategy and is not proof of market demand. Above all else, history has repeatedly shown time and time again that when you start anything with the wrong intention, you will get the wrong result. |
More reading
Two critical lessons learned from Sydney’s showdown
Jewellery Trade Shows VI: Apologies and industry division
Jewellery Trade Shows V: Measure twice, cut once
Jewellery Trade Shows IV: Sydney’s confused jewellery commuters
Jewellery Trade Shows III: More facts and figures without ‘spin’
Jewellery Trade Shows II: Is all ‘fair’ in love and war?
Jewellery Trade Shows I: The facts and figures without puffery