Jewellery business directory Jewel Ads launched the first of its four pop-up trade events on 2 February.

Discussing the success of the event, co-founder Michelle Daniels said: “It’s all gone crazy and blown all expectations out of the water!”

The online directory has been looking at the current marketing opportunities for suppliers and how retail jewellers start their buying process for finding new suppliers, service providers and products and how this format works in a modern digital world.


Jewel Ads’ Daniels understands this from her retail jewellery background, saying: “This is backed up by putting ROBO at Jewel Ads’ core (research online, buy offline) to which has led to a partnership with the new trade show at Excel, London – The Jewellery Show.”

Daniels added: “The response from the jewellery trade has been phenomenal [in] every way; the trade hasn’t reacted to anything in these number before.

“Just take our LinkedIn event post – we have had nearly 800 professionals publicly announcing they will attending our event.”

Meanwhile, Scott Meechan, Affinity Brokers, said: “Jewel Ads is addressing a need in the jewellery industry. It has given Affinity a great opportunity in the form of advertising and being visible to the correct areas of our trade.

“It’s great to be involved in the first innovative online event that is specific to the jewellery trade.”

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