Change is always difficult to accept initially – and for a luxury segment like jewellery, which necessitates the “touch & feel” factor before buying, it made exhibitors apprehensive about the success of the show.

But health and safety protocols, slack in business, got many exhibitors on board for the IIJS Virtual. Many joined as they reposed faith in GJEPC’s flagship show, which is a brand in itself.

The pandemic had suspended the industry in a moribund state, and everyone was keen to revitalise their business.

It’s been two days into the show and the chorus is only rising – most exhibitors in the Traditional Gold segment have requested for four Virtual Shows in a year!

The semi-reluctant participants have overnight turned into die-hard loyalists of the Virtual format.

Vineet Vasa, Partner, Lotus Jewellery Creation, Rajkot, revealed that the Virtual show gave ‘more-than-expected results’. “We are glad to have got a good response and the super premium stall booking gave us an added advantage.” The company has received a number of queries for meetings and product viewing, of which 60% are its regular customers and 40% are new buyers. Hailing the visitor data that the  Council’s system captures daily for each exhibitor, Vasa notes, “During the physical shows, getting in touch with new buyers who leave behind their visiting cards in our booth is very difficult. In the Virtual set up, we have staff that contact them there and then and engage them for follow ups.”

The younger generation of family jewellery businesses are more techno savvy, explains Vasa, and they are not shy to connect with new vendors at the show.

The company has unveiled nine collections from Indo-Italian laser filigree work and CNC diamond-cutting beads to prêt collections like reversible jewellery, couple bands, jewellery for men, kids and more.

Is it difficult to convince buyers about the quality, finish and designs on camera? Vasa responds, “Not at all. The retailer, who spends almost the entire day checking and selling jewellery, has a sharp eye for details. He or she can judge the quality in a second. He doesn’t need more than 3D visual or a good photograph of the piece to make an informed decision.”

“The future of Virtual trade shows is bright,” predicts Vasa.

An overwhelmed Varun Shah, Proprietor, Aadey Jewels, Ahmedabad, reveals that it has been raining orders for them. “It’s not possible to fulfil so many commitments for us,” he says, adding, “We have requests from almost 130 visitors!

“The Virtual format is costeffective and we can pay equal attention to all buyers – old and new alike.” Aadey specialises in 22-karat bridal jadtar jewellery and Shah notes that there is demand for lightweight and heavy sets. “I would request GJEPC to hold another Virtual show in January again – in fact, such shows should be held every quarter!”

Anand Shah, India’s most recognised gold jewellery artist, reveals that business on the Virtual platform has been good. “Volumes are low, but retailers are buying new gold bridal sets with mother-of-pearl and glass. Sets weighing between 80 gm and 125 gm are in demand. I’m happy that the IIJS Virtual show has set the buying season in motion. We have been getting queries from new buyers as well, but I’d rather cater to my regular clients for now. I would recommend a mix of Virtual and Physical shows.”

Varakupa Jewellers from Bangalore has been participating in IIJS since the last three years. Banking on the brand IIJS, Varun P N, the owner of Varakrupa said that they have lined up several meetings through the five-day show from buyers across India and Dubai. “The capturing of the visitor data by GJEPC is a significant feature of IIJS Virtual and it definitely helps medium-size manufacturing companies like us to expand our network.”

Prakash Dhanak, Proprietor, Vijay Exports, has been getting queries from regular clients, but he is happy that the slack season has come to an end. “We are seeing demand for lightweight jewellery infused with pastel shades of semiprecious gems from the millennials. We are hopeful of tapping more buyers during the show.”

Manish Jain of Royal Chains, Mumbai, says that IIJS Virtual was a much-required event, especially since the physical trade show could not be held due to the pandemic. We have been getting above-average response, and we are happy with the orders and queries. Cuban gold chains from 50gm to 100gm are in demand and Lexus Italian handmade sets between 50gm and 60gm are doing well for us.”

Photo Caption: Varakrupa Jewellers