Gecko Jewellery have confirmed another successful year at the Jewellery & Watch exhibition at the Birmingham, NEC from 3-7 February, despite notable reductions in the number and scale of exhibitors.
The leading jewellery wholesaler was able to build on the success of previous collection bestsellers as well as introducing new ranges to retailers, including the recently-launched Alphabet – which features the 26 letters of the alphabet, created as unique art-deco style sterling silver pendants, beautifully accented with delicate Cubic Zirconia stones.
Gecko took advantage of the changes to the Jewellery & Watch show layout and demographic and reflected the change in profile in their stand and product showcases. General Manager Ruth Johnson explained: “We knew that Jewellery & Watch would be a very different show, given some of the brands that were missing. We understand why some of these brands might have felt that staying away was the right choice; for us, we knew that a change of approach and product display would be the key to driving leads and sales.
We were proven right. We had consistent and steady footfall from both traditional fine jewellery independents and multiples; we also attracted gifting retailers with the introduction of new bespoke display stands that allowed us to really show off the breadth of offer, in particular, our Beginnings range. Visitors commented on the attractive aesthetics of both the stand and our displays. Our decision to maintain a significant exhibition footprint really paid dividends.”
Gecko Jewellery reported signing up 15 new customers at the show. Beginnings saw the most significant increase on last year’s performance with a 30% uplift on J&W 2018. Gecko also reports selling more than 80 of their new Alphabet pendant kits and a significant number of Birthstone sets at the show, now bringing the total number of kits sold since launch to more than 400.
Ruth added: “Birthstones has performed brilliantly for both Gecko and our customers.
It has an excellent inset price point and comes complete with its own point of sale material. It’s ideal for traditional jewellers, as well as retailers outside of the trade seeking fine jewellery gifting options to add value to their core business. We were also very pleased with Alphabet’s performance; retailers appreciated the ability to mix and match Alphabet with the Birthstones range to create even more personalised jewellery gifts.
We’re looking forward to seeing the fruition of the proposed changes to Jewellery & Watch in 2020, including the move to Hall 1; we think it will serve to strengthen the show, reduce diminishing footfall and galvanise exhibiting brands further.