JCK Action Plan
The JCK Las Vegas Show has become an important resource for U.S. jewelers to help them plan short and long term for their business. A great market barometer, there are many reasons why jewelers cannot miss this show—from new product and technology to education and networking–the face-to-face environment that JCK provides is imperative in our relationship driven industry.
Mark your calendars June 5 to 8, a new opening day and date pattern from Monday through Thursday at Mandalay Bay. Billed as the “industry’s gathering place”, the show presents over 2,400 vendors displaying all jewelry categories. As the retail climate continues to evolve, the environment at JCK is designed to strengthen relationships, encourage new business, and share market insights to help jewelers navigate the changing retail world.
Pre-register for badges to save time at the show. Score a hotel near the convention center, as you’ll be walking enough during the day. Read all pre-show material to decide when and where to be. Check out the show website (www.lasvegas.jckonline.com) and download the app to navigate, track trends, follow seminars, and make appointments. Define your top goals from the show.
Identify must-see companies and make appointments. Define an objective for each one like meeting with a specific individual, reviewing a new product, or learning more about the brand’s marketing support. Come prepared with specific questions you want answered. Joel Schechter of Honora, a Richline brand in New York City advises jewelers visit early in the show vendors with one-of-kind and limited supply goods, as special items move fast.
Consider getting a lay of the land in The Plumb Club Pavilion at JCK. With 45 vendors, representing leading suppliers in all facets of the jewelry, diamond and watch industries, jewelers can get a good overview of the market in one place in one afternoon. The benefit to shopping the pavilion is in how it’s curated to include suppliers from all areas of the trade, with expertise in specific areas, tells Raj Mehta, director of Rosy Blue, New York City. “It’s a show within a show.”
When visiting with exhibitors existing or new, make it count. Monitor the market and mine for ideas. Victor Weinman, president of Taché USA in New York City encourages retailers to talk to vendors, even if they aren’t in the buying mood, to gain market analysis, trends insights and business solutions. “I tell my customers to walk The Plumb Club to benefit from the expertise in the pavilion.” Take notes and photos to remember designs, displays, and people you meet. This will help you define your post Vegas action plan. Also, tease some of what you find on the show floor to your customers on social media to get them excited and engaged.
Take advantage of JCK Talks, complimentary education track, beginning June 4. A must-attend is The Plumb Club’s Breakfast Symposium, co-hosted with JCK, June 6 in the South Seas Ballroom, Mandalay Bay. Headlining is Charles Duhigg, Pulitzer-prize-winning reporter for the New York Times, and author of “Smarter Faster Better” and “The Power of Habit”. He will speak on the science behind the sale and how to build the habits that can increase sales through more rewarding customer experiences. The Diamond Producers Association also will present its fourth quarter “Real is Rare” campaign and how jewelers can tie in.
Take time to wander, advocates Allison Peck from Color Merchants, New York City. “Look for things that are new and interesting. Look for surprises. Carve out an afternoon or save the last day to discover not only new products and people, but also display ideas and sales techniques.”
On the Radar
- Dainty, romantic, vintage inspired bridal
- Diamond jewelry like dashing diamonds and diamond illusion styles
- Y- and choker necklace styles that can be layered
- Playful themes like flying pigs and smiley faces, hopeful symbols such as angels and stars, as well as butterflies, dragonflies and bees
- Icons and messages working together to tell a story, like infinity symbol paired with engraved dog tag
- Pearls mixed with diamonds and gemstones, luscious natural colors and organic baroque shapes in fashion forward designs
- More call for yellow gold
- Lots of color stones including favorites in green, blue and pink to peach; fancy shapes, mixed and set in different ways
- Flexibility is huge for spring; styles that can stack and layer, adapt and transform are key
- Bestsellers continue to be classic styles with a twist that’s special
Plan to follow up with new contacts and companies you requested additional information from within two weeks of the show. Review your notes and create an action plan, defining and prioritizing goals. Then start implementing your concepts. Recruit staff members to help put your ideas in motion.