In the Public Eye
19 Feb 2020
With the recent announcement that the British Craft Trade Fair will open its doors to the public for one day of the show, NAJ Chief Executive Simon Forrester investigates the impact of such a decision on the wider sector.
Generally in my experience trade shows aren’t open to the public, and can only be attended by company representatives from the sector and members of the trade press. The clue is in the title(!) Occasionally organisers will admit students to help with their education and understanding of the wider industry, but moving to allow anyone to attend is usually considered a step too far, unless the show is specifically designed to admit and accommodate the public. BCTF have been very canny, and have split the show to welcome the public on one day, while reserving the majority of the event for their trade customers. I applaud the efforts to support smaller exhibitors, and (full disclosure) NAJ has supported BCTF for many years – we even sponsor an award. This decision to split and cover both audiences may be spot on for shows (and exhibitors) keen to have their cake and eat it, so to speak, but it’s not appropriate for all trade events.
At a jewellery show last year I saw members of the public approaching ring manufacturers, asking to buy specific samples from their display for cash. While this might work well in other sectors or even different corners of our own industry, this can often be inappropriate as the samples on display may be base metal, unhallmarked or carry low-value stones. And what warranty could you give? What price to sell at? What if you have a retailer on the stand at the same time – what would you say to him when you’ve just taken a sale from him? If your stand is mobbed by people buying single items, your tills may be ringing but these sales are taking up time and blocking opportunities for retailers to interact and learn about your new product ranges.
One of the main concerns is that if the public can buy ‘at source’ – and more importantly at trade prices – then it undermines the value chain of the industry. Disintermediation may be great for some, but it can only be a bad thing when our industry is built on service, knowledge and professionalism – any move to commodification will bring long-term pain.
Another unintended consequence is security issues; a pre-registered and pre-vetted audience brings a degree of peace of mind that is less likely to be present when pretty much anyone can walk onto your stand. Additional security measures may mean additional cost – is it worth the additional sales?
We all love exclusivity, and trade shows give a great opportunity to meet your peers. Do we really need opportunities to meet the public at the same event? Our industry definitely needs every opportunity it can get to grab the consumer’s attention, but trade shows are not designed for this – perhaps the future lies in more public-facing shows along the lines of CW Sellors’ Christmas Wishes, Goldsmiths Fair or The Jewellery Cut.
We all want more opportunities to sell more jewellery, more often, and for some trade shows this is about redirecting their efforts to maintain relevance. But admitting the public to fine jewellery trade shows is in my opinion a step too far. I’d love to hear your views though – has the tide of opinion moved?
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