Organised by India’s Gem & Jewellery Export Promotion Council (GJEPC), IIJS Premiere 2021 will take place between 15–19 September this year at Bangalore International Exhibition Centre (BEIC), rather than the traditional Bombay Exhibition Centre.
It is the first time the trade fair will take place outside of Mumbai and will be India’s first ‘physical’ show since the COVID-19 pandemic began in early 2020.
In its heyday, prior to the pandemic, IIJS boasted more than 1,300 exhibitors and 35,000–40,000 visitors, of which more than 1,000 were international buyers.
The BIEC has five exhibition halls encompassing 77,220 square metres of covered exhibition space and parking for approximately 6,000 vehicles.
Shailesh Sangani, exhibitions convenor at the GJEPC, said that one of the considerations in moving the show was the restrictions of the Mumbai location.
“We have finalised Bangalore as our destination to host IIJS Premiere this year, owing to the venue constraints in Mumbai. The Karnataka [state] government was quick to offer all the necessary approvals to organise the show,” Sangani explained.
He added, “Shifting the venue has not affected the participants' enthusiasm, as evident from the applications received from 1,275 companies for 2,444 stalls. As always, the security of this show will be handled by Central Industrial Security Force, which has already completed the initial [reconnaissance] visit of the location.”
Karnataka is the largest state in southwest India with Arabian Sea coastlines. The capital, Bengaluru (formerly Bangalore), is a high-tech hub known for its shopping and nightlife.
Colin Shah, chairman GJEPC, said, “We are delighted to announce the 37th edition of IIJS Premiere 2021. Ensuring that all [COVID-19] protocols are followed will be our top priority. We are looking forward to the show and hoping to meet the sourcing needs of buyers for the upcoming festive season.
“An event of this magnitude needs a great venue, so we are glad that BIEC stepped up to help us organise it. I would like to express my gratitude to the Central and Karnataka State government for offering all the support in organising the first physical show after the lockdown,” Shah added.
New look for ‘old’ body
Coinciding with the IIJS announcement, the GJEPC has launched a new ‘brand identity’, comprising a redesigned logo and new mission statement to “position India as a unique destination for gems and jewellery”.
The GJEPC was established in 1966 by the Ministry of Commerce and Industry with aim to promote the Indian gem and jewellery industry and its products.
The new logo, designed by ANC, features a gold and silver circular symbol.
Shah believes the GJEPC needs to be “forward-thinking” and “constantly upgrading itself to align with the fast-changing and challenging times,” calling the new logo a “nonverbal strategy that speaks volumes of the Council’s evolution.”
A media statement explained that the new logo represents India’s ‘centrality’ to the international gemstone and jewellery industry, as well as the GJEPC’s authority and importance as an apex body: “The concentric circles represent a powerful force that radiates outwards from India, reaching out to the world. At another level, the symbol strongly connects to the category: gems and jewellery. The lines represent the facets of a cut gem.”
Gold campaign for consumers
In other news, the GJEPC – in partnership with The World Gold Council – has unveiled a multi-media campaign to increase the awareness of gold jewellery among younger Indian consumers.
The campaign, entitled ‘You and Gold’, will be launched in two phases and “aims to attract Millennials and Gen Z by building a meaningful context of role of gold jewellery in their contemporary expressions,” according to a media statement.
The campaign’s television commercial was produced in conjunction with advertising agency McCann Worldgroup and helmed by award-winning Indian film director Shoojit Sircar.
A spokesperson for McCann said, “The campaign 'You and Gold' we have envisioned for World Gold Council is a very modern narrative. It all stemmed from a beautiful challenge: how do we make the Millennials fall in love with gold?
“The campaign therefore attempts to find a role for gold in the Millennial culture. Inspiring short stories take a fresh approach on relationships and moments. It celebrates the new meaningful milestones in a Millennial’s life. This campaign will leave you with a lingering image of beautiful and cherished moments – the moments that deserve to be celebrated with gold!”
India showcases the best
On 20 July the winners of the 2021 The Artisan Awards, India’s premier jewellery design competition, were announced at the Hotel Four Seasons in Mumbai. Both Indian and international craftsmen and women participated in the competition to showcase excellence and innovation in jewellery design.
The theme for the 2021 awards was ‘Reinventing Vintage’ and included three jewellery eras from diverse cultures to “to create timeless yet modern silhouettes”. Indian heritage was celebrated through the sub-theme Temple Jewellery; Japanesque was a recognition of Asian inspiration; and Victorian design referenced the colonial past.
Despite the many ‘lockdowns’ caused by the global pandemic, a total of 586 entries were received including from Japan, USA, Taiwan, Russia, Egypt, Abu Dhabi, and Australia.
Eleven awards were announced as there was a tie in two of the three sub-categories.
2021 The Artisan Awards, AWARD WINNERS
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