It was an event that will be remembered for many years – whether it be because of the popularity of promotions and special exhibitions, the business partnerships that formed, or the hotly debated impact of competing events and adverse trading conditions.
After overseeing three days of trade between more than 150 exhibitors and thousands of visitors, Expertise Events managing director Gary Fitz-Roy was content.
“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 told Jeweller.
“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.”
Walking the show floor
Among those quick to echo the sentiments of Fitz-Roy was Duraflex Group Australia’s managing director, Phil Edwards.
He said he was impressed with the proactive approach many retailers took to the Darling Harbour event.
“The fair this year has exceeded our expectations. Those attending have come with a planned agenda and strategy to capitailse on the upcoming busier months of trade ahead,” he explained.
“Overall, the feedback has been very positive, the attendance at the stand has been consistent, and we’re pleased with the results.”
When walking the show floor, it was amusing to see the startled reactions to the giant yellow Haribo bear stalking the aisles, handing out fistfuls of sweets.
Duraflex and Thomas Sabo organised the promotion following the release of a new collection. Edwards said the event was a valuable learning exercise for the distributor.
“The THOMAS SABO x HARIBO Collection has proved quite the surprise; while some retailers were initially unsure, the sell-through has proved that this trend is a hit, and so we’ve seen strong replenishment orders,” he explained.
“For Daniel Wellington, we have launched the new season collection and brand-new displays that offer greater interchangeability and seamless integration of jewellery with watches.
“This brand is now the number one watch brand in our watch portfolio by volume, and we’ve had a lot of new retailers take on the brand.”
The staff at Designa Accessories, which recently celebrated anniversaries for Maxum and Timex, was equally keen to discuss watches and timepieces. The company showcased the Philipp Plein brand, which offers distinct product lines targeting luxury and sports markets.
General manager Ivan Meys said in the lead-up to the Sydney Fair that he’d eagerly anticipated the chance to introduce buyers to the brand.
“I’m really optimistic about the viability of these products in the Australian market. I think it’s particularly well suited to local consumers because of the attractive price point,” he explained.
“Given the current economic conditions retailers are navigating, I think this is exactly the kind of luxury product that people are looking for.”
He added: “The brand has a powerful, very aggressive marketing philosophy around the world, and it’s going to be fascinating to watch it evolve over the coming years.”
Walking onto the show floor, visitors were immediately greeted by the BECKS stand. In recent years, the exhibitor has undergone a significant branding overhaul.
Managing director Greville Ingham revealed that retailer feedback was in line with expectations and said that innovation would remain a key focus in the coming year.
“From my perspective, this Sydney Fair felt like another critical step forward for us, moving forward as a team with our new philosophy,” he explained.
“I’m a big believer that when times are tough, you need to knuckle down and get to work; you can’t wait for the next major market swing. It takes time for things like consumer sentiment to change, so even if things do pick up soon, it won’t be felt for a while.”
He continued: “That means that staying active and continuing to innovate and experiment will be crucial moving forward.”
State of the industry
Recent research detailing the concerns of retailers in Australia should make it no surprise that topics such as consumer spending, wage increases, goods and services costs, and cash flow management were hot topics of discussion.
Retail Edge Consultants is one exhibitor at the coalface. General manager Leon Van Megen said the event provided valuable insights into the industry's state.
“We had a really good couple of days. Saturday and Sunday were very busy, and Monday was a little more relaxed, as is usually the case,” he said.
“As I’m sure most people expected, much of the feedback from retailers was about the issues they’re facing. June, in particular, seemed to be a tough month. Most people were optimistically hoping that we’ve been through the thick of it now.”
When embracing new innovative techniques for improving revenue, Van Megen said it was a mixed bag, referencing Jeweller’s recent research into digital marketing.
“We’ve spoken with a diverse range of people, from those looking at new ways to improve their business with data analysis, business consulting, and other opportunities to those at the other end of the spectrum who are struggling with change,” he said.
“Fingers crossed that we’re on the rise now and that people leveraging new initiatives, whether it be changes in stores or digital strategy, will start to see results soon.”
Another exhibitor hoping for an optimistic road ahead was colour gemstone jewellery specialist Gerri Maunder.
“I thought the fair was well run, and we were happy with the result. We had some great feedback about our new releases,” she said.
“It’s no secret that times are tough; however, many retailers we work with remain hopeful for the Christmas season ahead. That seemed to be the main takeaway for us that we move on to better days and a positive finish to the year.”
As part of a 30th anniversary celebration, Gerrim International hosted a $30,000 colour gemstone jewellery giveaway, which was won by John Franich Jewellers from Auckland.
“They were over the moon when they were announced as the winner. We’ve done business with them for many years and know them well,” Maunder added.
“It was a great chance to give something back to the industry that has been instrumental in our story, developing into the business we are today.”
International flavour
Visitors found Ken Abbott and Timesupply near the entrance, offering brands such as Nomination, Qudo, Sif Jakobs, and Coeur De Leon.
“It’s been a very, very good fair. We’ve met with many new potential stockists that we weren’t familiar with before. We’ve also met with many existing retail partners who have replenished collections for summer,” he told Jeweller.
“We also had the opportunity to strengthen our marketing relationship with many of the retailers to provide them with the tools that they require to market and to increase their return on investment.”
He continued: “The market, of course, is tougher than it has been, but there is so much potential when retailers are focused on a great product and supported with marketing to produce important results.”
Timesupply introduced a special visitor to the Sydney Fair this year: Nicoleta Benta from Nomination’s Italian headquarters greeted visitors.
It didn’t take long for the special guest to capture the attention of buyers and add some international flavour to the event – she speaks seven languages!
“I’ve had an amazing time in this beautiful country. Our brand is always focused on developing in new markets, and it’s been great to find out that so many retailers are passionate about our jewellery,” she explained.
“For the brand, it’s always important to maintain direct contact with our partners, and we’ve always stood by that strategy. You could have the best jewellery in the world; however, without the right people, you’ll never survive.”
She added: “I’ve learned a great deal from the fair in Sydney, just from conversing with people in the market and letting them share the frustrations they’re experiencing. People might be surprised to learn that these issues are not just restricted to Australia and that we can address them together.”
Attention: Captured
Six manufacturing jewellers raced against the clock daily to complete a jewellery piece based on a ‘mystery box’ of resources as part of the $5,000 Benchies Challenge.
Onlookers were enthralled by each jeweller's approach while fighting against a deadline displayed on an ominous red timer.
Gina Kind, head teacher of jewellery design at TAFE NSW, said she was thrilled with the reception to the competition.
“I think it’s been amazing. The students have performed beyond what was expected of them,” she said.
“It’s a good exercise for the industry to see that people are still being trained in jewellery manufacturing and that hand-making skills are alive and well. We’re appreciative of the support from everyone around the event.”
She added: “The biggest positive for me has been how the competitors have supported each other. It might be a competition, and there’s money on the line, yet they’ve cheered each other on and taken pride in each piece of work.”
On the opposite side of the show floor, US gemstone cutter Scott Sucher entertained visitors with stories about the creation of his World Famous Diamonds collection.
Across the three days, visitors and suppliers visited the exhibition to examine the replica creations of 38 iconic diamonds from history.
Moving forward
In the final hours of the Sydney Fair, Fitz-Roy said the atmosphere contrasted with the prevailing ‘doom and gloom’ sentiments about the state of retail.
“There was a funny ‘buzz’ on the show floor around halfway through Monday; many exhibitors were still busy doing business,” Fitz-Roy said.
“Everyone is always interested in a comment about the final numbers, but I think we’ll find that there was very little difference from year to year. I think many perceptions are based on quantity regarding jewellery fairs, but you’ll find the truth in quality.”
With the Australian jewellery industry’s largest annual gathering in the books, the attention for Expertise Events now turns to next year.
The Melbourne Jewellery Expo is scheduled for 1-3 February at the Melbourne Convention and Exhibition Centre in South Wharf.
The Australian Jewellery Fair will return to the Gold Coast on 6-7 April after a highly successful event earlier this year.
INTERNATIONAL JEWELLERY FAIR PHOTO GALLERY
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