INTERVIEW: Jewellery & Watch event manager Kirsty Broere on the 2017 show

Kirsty Broere retouched

As the industry prepares to descend on Birmingham for the annual Jewellery & Watch trade show, event manager Kirsty Broere discusses the changes to this year’s edition, including a tighter brand edit, bold new interior and focus on bringing brands and buyers together.

Shortly after last year’s trade show Jewellery & Watch portfolio director, Julie Driscoll, and event manager, Kirsty Broere, announced a progressive re-edit for 2017.
Recognising the support needed to all exhibitors and buyers in their retail journey and buying aims, the event organisers have worked closely with exhibitors, key industry associations and the Jewellery & Watch advisory panel on a plan to enhance the experience for both brands and buyers alike this year.
With this in mind Professional Jeweller caught up with Broere ahead of the event to hear exactly what changes visitors and exhibitors can expect and how it will benefit the wider industry.

What has been the main focus for the 2017 edition of the show?
We’ve really invested in the overall look, feel and edit of the show for 2017 to create a better buying experience for our visitors. This includes a tighter brand edit with many new and international brands adding to the line-up, plus a bold new interior that brings to life our #CreatingLove campaign, fronted by five industry figureheads: Harriet Kelsall, bespoke jewellery designer and retailer, Fei Liu, fine jewellery designer, Simon Johnson, chairman of the National Association of Jewellers and owner of Marmalade Jewellery, Alex Monroe, jewellery designer and Gary Wroe, managing director of Hockley Mint. These five ‘faces’ of Jewellery & Watch will take centre stage as part of the show’s daily themes, with a fantastic content programme including keynote talks from Mulberry founder Roger Saul, Mary Portas, and over 30 other expert speakers.

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What will be different for visitors and exhibitors at this year’s event?
We’ve launched exciting partnerships with the National Association of Jewellers (NAJ), Department for International Trade (DIT) and other organisations to introduce a whole host of benefits and opportunities for exhibitors and visitors alike. This will include networking opportunities, insightful advice and panel discussions on stage, hosted buyer programmes and exclusive buying incentives to match British and international buyers with match-fit brands.

How have you been driving traffic to this year’s show to ensure quality buyers visit?
Jewellery & Watch prides itself on its support and attendance of buyers from around the globe, this year we have continued to implement an integrated marketing campaign across social media, email, PR, advertising and PPC along with building partnerships with key associations and trade press. We have also worked on a targeted direct mail project focusing on top industry buyers.

How have you been helping brands and buyers connect ahead of the show?
We held our first preview event back in November giving press and buyers the opportunity to network and discover what’s in store for the coming season. It was also possible to get a unique preview into some of the fantastic collections showcasing in February. Buyers attending the show will also be able to take advantage of the Jewellery & Watch Appointment Planner; our new complimentary specialist matchmaking programme which allows you to search for exhibitors and book meetings at the show. Simply arrange a time to meet on their stands and have an uninterrupted conversation with key contacts, to make the most of your time at Jewellery & Watch.

What makes Jewellery & Watch a key event for the UK jewellery industry’s calendar?
It takes place at a prime time on the buying calendar; visitors to the show can kick-start their year with inspiration and insight from across the jewellery and watch industry, enhanced by unrivalled, exclusive content and the biggest mix of brands under one roof at the start of the year. With collections on show from over 350 brands and suppliers, encompassing eight clearly defined sectors, it is the ultimate department store for the trade. This year’s show is very much a celebration and collaboration of the industry; we’ve worked closely with our exhibitors, visitors and wider industry organisations to ensure the very best of the industry are brought together across the five days.

What show highlights should visitors make sure they don’t miss out on this year?
We strongly recommend you don’t miss the NAJ Live seminar programme taking place on Tuesday, February 7, the focus for the day will be: ‘Tips on how to make money and save money in 2017’. We will also have retail expert Mary Portas discussing the challenges facing independent retailers such as consumer behaviour, the economy and the digital revolution. Finally Roger Saul, founder of British brand Mulberry, will be offering visitors an insight into building a luxury retail brand.

What is particularly exciting you about the 2017 edition of Jewellery & Watch?
We are very excited to see our #CreatingLove campaign come to life and watching our five ‘faces of Jewellery & Watch’ take to the stage to impart their industry knowledge is set to be a highlight of the entire show.

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