Look Book

48 www.thejewelrybook.com VICENZAORO'S NEW LOOK With a new name—The Boutique Show—and a new structure, the January 2015 edition of the prestigious Italian trade fair enjoyed a 13 percent increase in buyer attendance over last year. N E W L O O K V I C E N Z A O R O ' S A new name, a new layout, and new timing marked the opening of "Vicenzaoro The Boutique Show" on January 23, 2015. After extensive research into the changing jewelry scene in terms of global production and marketing, the strategic new directions envisioned in 2011 by the fair's organizer, Fiera di Vicenza, have come to fruition. Under the theme "The Future. Now," the format was changed to better meet the needs of buyers and to help them navigate the exhibition. "Vicenzaoro The Boutique Show is a completely new concept on the high-end gold and jewelry trade show scene," explained Matteo Marzotto, President of Fiera di Vicenza. "It involves an exclusive format that supports us in meeting the challenges of strong competition on a worldwide scale. We listened to what the industry was telling us, and devised the most effective means of moving the market forward on both domestic and international levels. Thanks to this revolution, Fiera di Vicenza is able to present itself as the new tradeshow benchmark, with an inventive fl air and top-level content. In so doing, we have regained our position as an authoritative leader in the international jewelry trade." More than 33,000 visitors came to see the products of 1500 companies from 30 nations, who exhibited in the show's six main "districts." Icon (pavilions 5, 6, and 7), Creation (pavilions 2 and 4), and Look (pavilion 1) were home to fi nished jewelry. Essence (pavilions 2 and 3) featured diamonds, colored gemstones, and other precious components. Expression (pavilion 2) included packaging, visual merchandising, and marketing materials, while Evolution showcased precious metals and their processing technologies, including the T-Gold section. The goal of these divisions was to help buyers more easily identify their target companies and maximize time spent dealing with relevant products or infor- mation. "This makes the trade show experience more manageable, effi cient, effective and successful," added Marzotto," and is done without compromising on the identity of every single brand." By Cynthia Unninayar Pillars in front of the entrance to The Boutique Show denoting the six "districts." White and black diamond, and gold bracelet by Roberto Coin. "Daisy" pendant in gold and diamonds by Annamaria Cammilli.

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