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any are looking forward to the shows happening in Vegas in August: curiosity, doubt, excitement,
there are many different feelings and opinions on the largest trade shows for jewelry in the States
coming back after a year of pause.
The way we adjusted our lives is influencing how we conduct business: we came back to shop in
stores but we spend more time on our phone doing research on products beforehand; we ask
questions to sales associates and we engage with brands through other channels, from social
media to virtual chats, we even rely on more video calls to friends and family to stay in touch
when in person visits take too much time to plan.
We live in a world where hybrid interactions are getting more common and accepted, where we
can optimize time and resources to foster stronger relationships: business is not different, nor are
trade shows.
How to prepare then? Let's break down the question in three parts: before, during and after the shows.
BEFORE THE SHOWS
We are weeks apart from Jewelry Week, so most of the work should have been done already. If
you are an exhibitor, there is still time to make sure your website is updated, to create a buzz on
your social medias for the new collections you are about to present, to contact existing clients with
targeted emails and new ones with a presentation that generates curiosity around your jewelry; you
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Back in action with a twist
By Marco Giovanelli
Marco Giovanelli
Las Vegas 2021
Summer Show Season
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