It so happened that the Russian jewelry market is mainly spread between Moscow and St. Petersburg, but four years ago, thanks to benign efforts of RESTEC JUNWEX, a media holding based in St. Petersburg, Yekaterinburg witnessed brisk activities unfolding in this modern industrial city with a rich history and a population well over a million people. The vague idea initially ran into some resistance from the organizers of the other jewelry exhibition, Urals Jeweler, which for twelve years used to bring together wholesale and retail merchants operating in the Urals jewelry market. However, JUNWEX’s professionalism and its European vision of the jewelry industry made it possible to become another leading trade show of this large administrative territory.
The new modern hall of Yekaterinburg Expo gave a chance to provide a broad exposition of jewelry to the IV All-Russian Jewelry Exhibition of JUNWEX Yekaterinburg held from 14 to 18 November. More than one hundred and fifty exhibitors including Russia’s top line jewelry and watch manufacturers, such as Adamas, Adamant, Lucas-Zoloto, Diamant, Topaz, Alcor, Kostroma Jewelry Factory, Brillianty Kostromy and others, presented new achievements in design and technology to the townspeople.
The business program of the exhibition included a knowledge exchange workshop attended by key experts from watch companies and jewelry retailers operating in the Urals, where participants learned first-hand about the situation on the watch market, its new products and opportunities.
The seminar on Planning and Assortment Management in Jewelry Boutiques provided an opportunity to discuss issues relating to competitive strategies pursued by jewelry retailers and how to develop a product mix matrix.
Dmitry Rumyantsev, CEO of Kostroma-based NPP Yuvelirsoft, held a seminar titled "Category Accounting. Where to Start?" trying to explain how to use apps to reduce the cost of stock accounting, how to attract customers to a brick-and-mortar store and run an online store.
There was also a round table on "Essential Resources of a Jewelry Piece - a Chance for the Jewelry Market" where the Ringo Company presented its educational project, In Defense of Precious Jewelry. What is a precious jewelry piece? Jewelry as a concentrated expression of meaning, as a symbolic capital, as a treasure in the true sense of the word. How to convey this attitude to jewelry to a buyer?
A special interest at the show was displayed towards new collections of Yekaterinburg craftsmen, whose rich assortment of jewelry was represented by such well-known companies as Ringo, Rifesta-Holding, Jewelry House of Churkin and Roizman, Zolotoy Vek, Urals Jewelry Company and Carat Jewelry Firm.
Vadim Revelisov-Krumer, Deputy Director of RESTEC JUNWEX Media Holding, answered some of our questions.
Changes for the better are evident. What were the results showed by the exhibition?
The Yekaterinburg exhibition is one of the shows within the Jewelry Russia Program, whose main objective is to stimulate the jewelry market in Russia. Buying activity in this exhibition, as well as the number of participants compared to last year increased one and a half times.
With the advent of JUNWEX to Yekaterinburg we managed to attract more jewelry houses to this region. Moreover, we received requests from our participants to organize another jewelry show for them in spring. Right now we are interviewing exhibitors to explore the needs of another exhibition, which we plan to do in Yekaterinburg in April 2013.
The November period chosen for the exhibition makes it easier for wholesalers to operate since the main goal pursued by the jewelry show is to re-stock their inventories, so that wholesalers from distant regions of Russia have no need to go to Moscow - now they can place an order for the New Year sales season in Yekaterinburg.
The plans for the next year already include participation of foreign jewelry manufacturers from Turkey and Italy, and we have already received their applications for the event.
Who was the best performer at this show?
A modern approach practiced by many companies to their marketing strategy enabled them to attract more attention. It was here that we introduced Red Bilberry, a young and promising jewelry brand, to our visitors. The most striking impression was produced by the Cameo Company, which brought here its jewelry collections and created the most attractive stand at the exhibition.
Did you have any feeling that jewelry manufacturers were torn between the two exhibitions held simultaneously in one city?
We know that the majority of large companies have chosen JUNWEX as the best platform for business cooperation. About five companies have been able to take part in both shows having displayed their goods on the first day at the Ural Jeweler Show and then on the second day having moved to our exhibition center to participate in JUNWEX.
After interviewing several companies, our correspondent heard similar answers: "We went to where the service was better, where there was modern approach and large areas that give great results. We, like many other manufacturers in our region, were happy to see JUNWEX in Yekaterinburg."
In essence, JUNWEX is shaping a fully stocked universal Russian jewelry market coupling this process with good modern marketing, promoting jewelry goods not only in Russia but also in overseas markets.
As it was put by the director of a growing jewelry company, "It is the aspiration of a few jewelry houses towards excellence that helps them to stand out and take their rightful position in the huge and bottomless Russian jewelry market. Sure, the market needs selection, selection of the best jewelers in design, marketing, promotion, in their vision of fashion trends. Going round in circles and producing outdated and castaway regular earrings, necklaces and rings should remain only in small quantities. The jewelry market should evolve in the same way as the market of home appliances, mobile phones and other similar things."
In conclusion, I would like to add that by visiting the exhibition in Yekaterinburg everyone will be able to better understand what the Russian Urals is in reality, to understand its traditions and feel that love for natural minerals that is inherent to almost every inhabitant of this area passed on from generation to generation.
The Yekaterinburg exhibition appears to be fully in line with the interests of the jewelry industry in Russia in all respects, from prices to economic results.
Veronica Novoselova, Rough&Polished
