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Why Trade Shows Are Important For Your Jewelry Business |  January 05, 2023 (0 comments)


New York, NY--Jewelry trade shows have been a staple of the industry since the beginning. While the pandemic forced many shows to go “virtual,” the importance of in-person events has never been more important than today. 

With zoom-fatigue and screen burn-out,  people are ready to get back to normal and meet in-person once again. Given the isolation over the past few years, it’s time to seize the unique opportunity that trade shows provide to grow your jewelry business.

Here are 6 advantages of attending the next big jewelry event:

1. Networking opportunities

There’s no better place to network with more people in the jewelry industry in one place.  No where else will you have the chance to meet and mingle with the big hitters of the jewelry world. Trade shows are not just for large companies. Smaller jewelry companies can often benefit more than their larger counterparts. 

Remember, at trade shows everyone has the same access to the same people with unlimited networking potential. What you make of it is up to you! The most successful jewelers come to the trade show with a marketing plan in mind and an idea of who they’d like to meet.

2. Learn about the competition

Trade shows provide you with an in-depth glimpse as to what your competition is up to. Much is laid bare.  You can not only see how they’re marketing and what jewelry styles they’re promoting, but you can also observe their customers hovering nearby and learn about what drew them over to the booth. Keep your eyes open and your ears alert and you’ll be amazed at what you can uncover!

3. Learn about the state of the industry

The most influential people attend trade shows. These are the movers and shakers of the industry.  They know what’s hot and what’s not. What are the most popular jewelry styles? What’s expected to happen in the next 3 to 6 months? Long-term how is the jewelry industry trending? Think of trade shows as an “early alert system” helping you plan your jewelry business more effectively.

4. Streamline your supply chain

Trade shows are a great way to streamline and improve your existing supply chain. Whether you’re a jewelry retailer, manufacturer, or brand, having access to hundreds of vendors all in one place gives you the unique opportunity to vet and uncover new suppliers. With the ability to ask questions in person and speak to multiple providers, it’s easy to compare and contrast dozens of options quickly.  You can also get acquainted with new industry technology, marketing tools, and other jewelry resources. Everything at a trade show is available to help grow your jewelry business.

5. Meet existing clients

While networking with peers in the industry, a jewelry trade show also gives you the opportunity to meet existing clients. Life is busy and even though we all mean well and plan to re-connect with our best clients “someday” – it never happens. When you run a jewelry company, there is simply too much to do!  Trade shows make meeting your existing clients easy. They can schedule a time to visit your booth or stop by anytime that’s convenient for them. Even a quick hello in passing at the show can create camaraderie and goodwill. Staying in touch with past clients always pays increasing dividends.

6. Make new sales

Sales opportunities are abundant at jewelry trade shows. People are there for a reason and it’s to find a solution and make a purchase. If you’re the right fit for someone and can provide what they’re looking for at a fair price and they trust you, then the sale is a foregone conclusion. 

Remember, there’s no cold calling when you attend a trade show. Everyone there is in buying-mode and very open to at least listening to your pitch. You won’t find a more receptive audience anywhere else!

In summary, jewelry trade shows are a phenomenal resource. They should never be an afterthought or a “side-gig.” The most successful companies instinctively integrate them as a core part of their marketing strategy. 

As a jewelry marketer you need to plan ahead and must work your plan. Make the most of every opportunity that a trade show provides.  If you follow this advice and do what successful jewelers do, you’ll always be in good company when you attend the next big event. I hope to see you there!

About Smart Age Solutions:

Emmanuel Raheb is the Founder and CEO of Smart Age Solutions, a full-service award-winning digital marketing agency specializing in the fine jewelry industry. Smart Age’s mission is to grow independent jewelers and help them in their own backyard by running successful digital ad campaigns for clients and developing their web presence. Smart Age Solutions also advises, conducts webinars, and provides unpublished data from Google for its clients. Today, Smart Age Solutions has become synonymous with elevating standards by bringing innovation, strategy and is the agency of record for many of the industry’s leading retailers and enterprise brands. 

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