Fair Games

IIJS 2004, Mumbai

Overview
The India International Jewellery Show (IIJS) annually offers a unique opportunity to view the brightest and best that the country has to offer. India’s biggest jewellery show, IIJS is fast emerging as one of Asia’s largest jewellery trade show. Leading international trade bodies like Diamond Trading Centre (DTC), Argyle, Platinum Guild of India (PGI) and World Gold Council (WGC) have extended their support to the Gem & Jewellery Export Promotion Council to promote IIJS as the most important event in the global industry.

History
The Gem & Jewellery Export Promotion Council (GJEPC) organised the first India International Jewellery Show (IIJS) in 1985 with 25 participants. Their vision - to provide a platform to showcase the best of Indian jewellery and create a dynamic environment to boost gem and jewellery exports. Over the years IIJS has gained immense popularity - IIJS 2000 had over 150 participants and more than 15,000 visitors (traders, retailers, jewellery manufacturers and equipment manufacturers). International exhibitors from countries like Italy, Australia, Hong Kong, Thailand etc. participated. Miller Freeman-Asia joined hands with the Gem & Jewellery Export Promotion Council and co-organised the event from1996-2000.

What’s New
A new logo for IIJS was unveiled to epitomise the dynamism and vibrance of the diamond and jewellery industry and to salute the spirit with which it has emerged as the one stop destination for gems and jewellery globally. Last year’s venue NSE complex, Goregaon was replaced by the Godrej complex in Vikhroli. IIJS 2003 had over 600 stalls of jewellery exporters, jewellery manufacturers and coloured gemstone companies (from Jaipur) and nearly 15,000 visitors. IIJS 2004 expanded to 1000 stalls making it India’s biggest jewellery exhibition.

This year, a team of professional designers created a new look for the show, basing the layout and colours on the principles of vaastu shastra. Added to the new logistics was an aggressive global marketing campaign. The fair was widely publicised through trade delegations, press coverage and advertisements and domestic and international presentations. The new registration procedures also better controlled the crowds who thronged the show. To make it more B2B friendly, International trade visitors (as in 2003), were sponsored for a two nights stay in Mumbai and were allowed free entry to the show the events.

India Shining
We spoke to the Chairman of the exhibition committee Mr Sanjay Kothari about the impact the IIJS Show has had on the jewellery industry in India and globally. “The IIJS Show is the largest show in South East Asia and is on par with the Hong Kong Show. This year we had 1200 booths and between 28,000 to 30,000 visitors.” The five day show saw wholesale exhibitors meet local retailers as well as make their presence felt with at least 1500 international clients. Agrees Colin Shah, MD, Kama Jewellery, “Earlier China used to score over India as the foreign buyer’s perception was that the Chinese quality and finish was better than in India. Now India has proved that we are capable of good quality merchandise and prompt deliveries and professionalism.”

Emerging Trends
The trends that made their presence felt at the IIJS Show were the ongoing love affair of diamonds set in white gold. Coloured stones continue to make an impact on the jewellery scene but the biggest trend prevalent in India today is the shift from big and flashy jewellery to smaller, more wearable jewellery. According to Mr Kothari, “With more and more women working, the demand is growing for lower karat, lightweight jewellery. Jewellery is being bought more from a fashion perspective, rather than an investment one.”

What next?
The IIJS show would like to get bigger and better. Despite the lack of a good convention centre and infrastructure, Mr Kothari was assailed with demands from exhibitors for bigger booths. The IIJS committee would like to increase the number of booths in 2005 by at least 50 percent.

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