Spring Fair invests as it becomes more trend led

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£1m investment, design overhaul, trendy jewellers & return of Pandora.

Spring Fair International is planning to invest £1 million on its 2011 show in February as it drives the home and gift trade show in a more design-led direction.

The show, run by Emap Connect, has drafted in interior designer Justin Southgate, who has worked on Grand Designs and the Ideal Home Show, to revamp certain areas of the show for 2011 and Professional Jeweller has learned that Southgate will be given free rein to overhaul the entire show in 2012. Emap Connect managing director Louise Young said that the show wants to reinvent itself and become more like design-led Paris show Maison Object.

This lean towards design-led products will be evident in The Jewellery Hall, the show’s dedicated jewellery section, where cutting-edge designers such as Ana De Costa, SHO Fine Jewellery and Alexander Davis have signed up to be part of the hall’s Design Quarter. Buying group Houlden has sponsored a special section of this area called the Design Quarter Gems, which has picked out what Spring Fair is calling the “crème de la crème” of the designers on show.

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Despite speculation that the brand was pulling back from UK trade shows, Pandora is returning to The Jewellery Show at Spring Fair and will sponsor the Catwalk Cafe for a second year. The Pandora Catwalk Cafe was a resounding success at the show last year, improving the image of The Jewellery Show after a false start of a rebrand in 2009.

The Jewellery Show event manager Julie Driscoll said that like the main show, the jewellery section will become more trend led. “A focus on newness and trends is at the heart of The Jewellery Show,” she said.

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