Dramatic transformation for JA New York Shows

September 2011

After 105 years, the JA New York Shows announce a dramatic series of enhancements to the already successful Winter and Summer shows. The newly re-launched brand is designed to re-establish the City of New York and the JA New York Shows as the heart of the U.S. jewelry industry.

The moment a jewelry buyer walks through the front door of the Javits Convention Center, the improvements to the show will be evident, with the registration area and entrance to the show transformed into an elegant and sophisticated gateway to the newly luxurious interior.

To ensure this about-face is carried off to exacting standards, JA New York has retained the services of Taylor Creative, one of the most respected trade show environment designers in the world, which has been charged with creating an atmosphere not seen in any domestic jewelry show.

“The goal of this transformation is to have the JA New York Shows accurately reflect the quality and sophistication of the market that we serve,” said Drew Lawsky, JA New York Show Director. “We have the privilege of serving the fine jewelry market. Our new environment will be as elegant and dramatic as the jewelry our vendors present.”

The new look will continue to the show floor with a new floor plan and booth design. The floor will bring increased focus to the broad range of products the retail buyers comes to see. A central and expanded Inner Circle™ area and Lounge will present the largest selection of high-end design available on the East Coast. Unique and up and coming designers will be highlighted in the Designer area. The International Pavilions and wide selection of suppliers will all be housed in new and contemporary booths.

The changes at the Javits Center are being presented alongside the development of a new Jewelry Market Week strategy for the JA New York shows.

“We are creating an all-inclusive market week to bring the industry together in the country’s jewelry capital in order to attract the largest number of buyers to New York,” said Lawsky. “The way to accomplish that goal is to celebrate all that New York has to offer by creating a Jewelry Market Week environment.”

New York has long offered a complete array of product and services to the fine jewelry buyer. The creation of two new services will incorporate all of these products and services into the JA Market Week offering.

The Showroom is a program that allows the couture designers of New York to participate in Jewelry Market Week by hosting appointments in their existing showrooms or local event spaces. Served by black car service based at the Javits, all JA New York attendees will be offered the opportunity to make appointments with the Couture community. Once confirmed, they will be chauffeured to and from their appointments.

The District at JA is a program intended to incorporate the incredible diversity of the New York Diamond District into JA Market Week. The program consists of an appointment based service and shuttle to all participating diamond district suppliers.

“Traditionally, trade shows have been hesitant to incorporate anything outside of their walls,” continued Lawsky. “We see the need to get more buyers to New York. Now a buyer can see everyone they need to see in one trip to JA Jewelry Market Week. With all of our programs centered around the Javits, we will be both increasing the number of people coming to our show, as well as increasing the time they spend in New York.”

These changes are all being launched at the JA New York Winter Show, January 22-24, 2012. The program will expand and continue through the JA New York Summer Show.

Source: www.national Jeweler.com