| IJL plans to boost global appeal, host buyers | | By Tom Wildhern |
LONDON, April 22, 2009 – International Jewellery London’s long term plans are to raise its international
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| |  | | | Syreeta Tranfield, Event Manager, IJL |
profile by boosting numbers of exhibitors and visitors from overseas, and hosting UK and international buyers for the first time this year, said Syreeta Tranfield, IJL’s new Event Manager.
The UK’s number one jewellery trade fair is also expanding its seminar programme as part of a push to help manufacturers, designers and retailers combat the economic downturn, develop brands and find new online markets, Syreeta said.
“I would like to bring a fresh approach, new ideas and a really open mind to how this industry in the UK is going to develop over the next 10 years,” she said.
“Retail and manufacturing are becoming a very different landscape, and I want IJL to reflect what is going on.” A main thrust of IJL’s marketing strategy is to enhance its appeal amidst the crowded international jewellery trade fair calendar.
For the first time this year, IJL will host UK and overseas buyers, targeting buyers from the United States, Japan, Nordic countries, Central Europe and Benelux, Syreeta said.
“We are providing a hosted buyer programme that will cover buyers’ accommodation close to the show and arrange ‘fast track’ events – setting up appointments with exhibitors,” she said, estimating that IJL would invite some 200-300 buyers from the UK and 20-50 buyers from overseas.
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IJL, including ‘Diamonds’
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IJL showcases the largest collection of UK jewellery, manufacturers and designers. Last year they accounted for 55 percent of some 500 exhibitors, with the remainder coming from overseas.
“This year we are hoping for a 50-50 split between UK and overseas exhibitors – and with the hosted buyer programme we expect to have more buyers coming from overseas,” Syreeta said. IJL is working hard to lure upscale designers and manufacturers from the key centres of Italy and Germany.
EXPANDING SEMINARS
In response to popular demand, IJL will increase its seminar programme this year to four streams: Jewellery Trends; E-tail; Retail Strategies for Success in an Economic Downturn; and Retail Business (Product Knowledge, and Technical Skills).
Speakers will include a senior representative from Pod 1, which creates websites for the fashion industry; and diamond entrepreneur and guru Martin Rapaport.
The seminar programme is introducing an E-tail stream for the first time, representing IJL’s acknowledgement of the importance of the Internet to tap into new markets.
“If you are a big brand, you will have a department to develop E-tail. But if you are an independent |
| |  | | | Doing business and networking at the event
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jeweller, there may be nowhere to turn to,” Syreeta said.
“For any retailer, it is absolutely essential in this day and age that you have a web presence.”
YOUNG TALENT
IJL will also be promoting young design talent again this year with its Design Gallery and its support for so-called “Bright Young Gems”.
“We will be creating a ‘show within a show’ on the ground floor,” Syreeta said, referring to the Design Gallery which shows off the best of emerging and established jewellery designer talent, from leading names like Shaun Leane to recent graduates.
Online jewellery retailer Astley Clarke will pioneer its discretionary “Gold” award for one outstanding IJL Bright Young Gem to win the opportunity for their jewellery to be featured and sold on www.astleyclarke.com
The two winners of the IJL awards at the Goldsmiths’ Craft and Design Council this year – Ornella Iannuzzi and David McCaul – will showcase their latest designs at IJL on the GCDC stand.
New designers will also exhibit on a group stand as part of the “Kickstart” programme supported by the British Jewellers’ Association (BJA).
FIGHTING SPIRIT
As the global jewellery industry grapples with the worst downturn in decades, IJL is determined to help the industry fight back via marketing, advertising and innovation to emerge stronger when the recovery comes.
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 | | View of The Boulevard
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By providing tools like the seminar programme and its support for young designers who will lead the industry forward, IJL is looking to add depth to the relationships between jewellery designers and manufacturers, and buyers, Syreeta said.
“It’s scary how many companies are closing. The ones that fight back will be those that survive – and as the organisers of IJL we need to facilitate that.”
International Jewellery London
6th to 9th September, 2009
Earls Court 2, London
www.jewellerylondon.com
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