The Baselworld watch and jewellery attracts many of the largest names in those industries, Antwerp Facets says. But can it provide a realistic setting for exhibitors of loose diamonds?
According to show organisers the number of visitor are up, and so evidently are pending orders. All this indicates that the recovery of the luxury product market is well underway. But relatively few diamond-specific companies will be joining in on the celebrations. The once dominant Swiss show is no longer a must-attend for most diamond and gemstone exhibitors. Indeed, there is currently no such event on the entire European continent, AWDC experts say.
It is not that Europe is lacking for jewellery trade shows. There currently are upward of 50 such events during the course of the calendar year, with most serving regional or national markets. Baselworld is the premier leaguer, but shows such as VicenzaOro First (Italy), VicenzaOro Charm (Italy), Bijorhca (France), Macef (Italy), Inhorghenta (Germany), International Jewellery London (UK) and Iberjoya (Spain) attract international as well as local exhibitors. But none have managed to capture the imagination of the diamond sector in the same way that the JCK Show in Las Vegas and the Hong Kong Jewellery and Gem Show in September have done.
The issues surrounding Baselworld are long-standing and well-known. Navigating the many halls, with their approximately 2,000 booths and more than 100,000 visitors, can be vastly time-consuming. But, from a loose diamonds exhibitor’s point of view, a crucial aspect is being located away from what is considered to be the centre of action, which is Hall A where the major watch brands are located.
There is another factor as well. Baselworld is a relatively long event, requiring staff to be away from their regular work and offices for a lengthy period. Also Basel is not a major city, meaning that transportation can be cumbersome, and securing hotel space can be very challenging. Indeed, many people attending the event stay at hotels in Zurich about 80 kilometres away, while others stay across the border in France and Germany, often an hour or more outside the city.
Belgian sightholder IGC Group’s director for rough goods, Dirk De Nys, said the company attended the Baselworld show for three years, but stopped exhibiting three years ago. “But even though Switzerland is one of our main markets, we found it to be expensive, and that it did not pay off in terms of getting new customers or even to raise our profile.
“You must have good traffic as an exhibitor. If it is expensive, but you have a good location, then it is reasonable. But if you are paying a lot and not getting traffic then there is very little value to it,” De Nys added.
As for other jewellery shows in Europe, De Nys said the company exhibited at Vicenza’s September show, but stopped doing so a few years ago. “It fell just before the Hong Kong show which was problematic, and the quality of visitors and buyers was not what we wanted.”
DTC sightholder Rosy Blue continues to exhibit at Baselworld, said Raj Mehta, vice president of Rosy Blue NV. “We like to be at all the major shows in order to meet people and see new trends and understand where the market is going.
As for a new European show, Mehta said it would depend on where the show was located and its format. “But we should all keep in mind that more shows mean more expenses and we already have enough trade shows to go to. We don’t exhibit at the Vicenza fair as it’s a very jewellery focused fair.”
The Vicenza shows do attract loose diamond suppliers, but in modest numbers. “It also concentrates too much on jewellery and they tie you down to attending three shows which is excessive,” said one veteran Belgian diamond company head.
But if not Vicenza, are there other European shows that could attract diamond firms to exhibit. For the moment at least, there do not appear to be any leading candidates, particularly since the market is relatively weak as a result of the still-difficult economic situation. There are shows in Spain, France and Britain, but those economies are weak, especially the Spanish economy.
De Nys believes that, in general, there is a less of a need for trade shows now. “People have become more mobile in the last 20 years and are used to flying all over the globe for business. In addition, with the Internet and databases, you can easily find information about all the markets and find potential customers. I don’t believe there is a need for a new show in Europe, but small shows, such as the Antwerp Trade Fair, could be the way to go. For Antwerp companies, the event is good because it is on our doorstep and brings in visitors from across Europe.”
Chaim Pluczenik, the chairman and CEO of Pluczenik Diamond Company, agrees that the Antwerp Trade Fair could provide a trade show for the diamond industry. This year, the second edition of the fair featured around 60 Antwerp diamond firms exhibiting diamonds and diamond jewellery to jewellery manufacturers, designers and retailers from all over Europe. Around 300 representatives of about 200 companies took part in the-invitation-only event. “There is a need for a fair in Europe, to be held in Belgium-Paris and which should be an international fair where customers worldwide will participate. It should be the diamond and jewellery show,” Pluczenik said.
