For the second consecutive year, buyers and suppliers from across Australia flocked to the Gold Coast Convention and Exhibition Centre, with the AJF beginning on Sunday.
In the days leading up to the fair's opening, another curveball was thrown at the jewellery industry when the Australian federal election was confirmed for 3 May.
Many industries ‘freeze up’ when an election is announced, as the wait for more information about policy changes - and the impact they will have on business - begins. With that said, Expertise Events managing director Gary Fitz-Roy said he was very surprised at the response by retailers to the announcement, with sales exceeding expectations.
“The Australian Jewellery Fair completely redefined my expectations. I don’t think I’ve ever seen a trade show where people enter immediately after the launch of an election campaign and race to start placing orders,” he told Jeweller.
“I’ve been doing this for a long time. Everyone knows that as soon as an election is called, markets grind to a halt. The truth is, in six weeks, there will be a winner and a loser, and business will resume. The response doesn’t make sense, and it happens around every election, but this show was different.”
He continued: “This was exactly the kind of event the industry needed to build positive momentum. Within five minutes of the doors opening, retailers were already sitting down and placing orders. It was terrific to see.”
Among the exhibitors was John Rose of West End Collection, who was quick to echo this sentiment. He explained that the event was a critical opportunity to showcase new products and provide live demonstrations.
“The Australian Jewellery Fair on the Gold Coast had an amazing turnout. From the moment the doors opened at 10 am on Sunday, retailers streamed through the door,” he said.
“It was the ideal event for us to release our new custom diamond jewellery platform which allows retailers to quickly and easily receive CADs, renders and quotes for all custom jewellery work.
“We ran presentations throughout both days of the fair, demonstrating the latest technology that we recently launched, linking jewellers directly to our factory and design team.”
What was also apparent was the importance of face-to-face communication, a factor that was once again extensively highlighted. It was a difficult lesson for the jewellery industry to learn during the COVID-19 pandemic, as you don’t know what you’ve got until it’s gone.
Retail Edge Consultants business advisor Malcolm Scrymgeour said the fair was a critical opportunity to brief retailers about changes to the company.
“We had a very successful two days at AJF. We connected with many suppliers; we had two presentations to retailers; had dozens of in-depth conversations with our retail partners; we’d rate it our most successful AJF yet,” he said.
It was a similar story for first-time exhibitor Centrestone Jewellery Insurance. With the Queensland market continuing to increase in significance, managing director Lachlan Renshaw said meeting face-to-face with local jewellers was rewarding
“The 2025 Gold Coast Fair was the first time Centrestone Jewellery Insurance had exhibited, and we look forward to returning next year. It was a fantastic opportunity to meet new faces and connect with our buying group and Queensland partner jewellers,” he explained.
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Exhibitors have their say
The Australian Jewellery Fair returned to the Gold Coast in 2024. The event's open model received widespread praise, as tables and dividers reduced the costs associated with constructing stands for exhibitors.
According to many exhibitors, this format encourages more open communication between buyers and suppliers and provides a more relaxed atmosphere among exhibitors. Ikecho CEO Erica Miller said it was pleasing to step into the same atmosphere again.
“There was a great buzz in the room throughout the fair, with Sunday being especially busy for Ikecho. It was so lovely to reconnect with our wonderful clients and showcase our latest designs,” she said.
“Our new Autumn collection and 9-carat gold huggies were definitely a standout — everyone was loving the fresh styles! It was so nice to be on the Gold Coast, and we’re already looking forward to next year.”
Duraflex Group Australia’s managing director, Phil Edwards, provided similar insights. Presenting brands such as Thomas Sabo, Wolf and Daniel Wellington – along with the newly acquired DKNY Watches – he said it was great to speak with optimistic and upbeat buyers.
“It was a great two days on the Gold Coast, with excellent attendance and positive energy in the room. As always, it was a well-organised event, and it was great to have all buying groups in one location together,” Edwards explained.
“The retailers we connected with were positive with pro-active conversations whilst remaining sensibly cautious around current economic and consumer spending concerns.”
Participants repeatedly emphasised the value of hosting Australia’s three jewellery industry buying groups: Nationwide Jewellers, Showcase Jewellers, and the Independent Jewellers Collective.
These groups represent more than 500 members and 600 stores in the local market, accounting for around one-third of independent jewellery retailers.
Showcasing brands such as Pink Kimberley, Sapphire Dreams, and Classique Watches, SAMS Group managing director Steve der Bedrossian said, “It was a very well-organised and successful event with the relaxing vibe of the Gold Coast. It was nice to have the three major buying groups alongside heaps of independent jewellers. The industry felt united,” he said.
Where do we go next?
There was an unlikely hero walking the show floor of the AJF. Following the Melbourne Jewellery Expo in February, Expertise Events announced that a fun-loving Koala named Ajay would be the official mascot of the Gold Coast show.
Offering exclusive gifts and prizes for attendees, including a surfboard, the cute and cuddly special guest was a surprisingly popular feature. Fitz-Roy said it’s funny how often the most minor details of a trade show can be the most well-received.
“I couldn’t believe the number of times I was in the middle of a conversation with someone on the show floor, and they stopped to say, ‘Look, there’s Ajay!” Fitz-Roy joked.
“Everyone loved the big koala, and the surfboard was a prize a surprising number of people really wanted to win. The luggage tags we provided were very popular, too, and it’s always nice to see the little things bring a smile to people’s faces at an important industry event.”
The industry’s attention will now turn to the International Jewellery Fair, held from 23 to 25 August at the International Convention and Exhibition Centre in Sydney.
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