Jewelry trade shows are some of the most dynamic events in our industry, offering endless opportunities to discover trends, make new connections, and learn from the best. Over the years, I’ve attended countless shows, each with its own unique rhythm, challenges, and memorable moments. With every show, I’ve refined my approach to make the most of the experience. Here’s a guide for how I prepare for a jewelry trade show, filled with insights and practical advice for my fellow jewelry professionals. Whether you're a first-time attendee or a seasoned veteran, there’s always something new to learn.

1. Set Clear Objectives: What Do You Want to Take Away?

Setting clear objectives is the first step in preparing for any jewelry trade show. What do you want to accomplish? Are you looking for new product lines, eager to understand the latest trends in sustainable jewelry, or scouting for luxury accessories like jewelry boxes and watch winders?

Having a clear focus not only helps you make the most of your time but also ensures that you can measure the success of your trip. For instance, if men’s jewelry is becoming more popular in your market, consider what you need to learn or discover to make this trend work for your business.

Takeaway: Identify one primary goal and a couple of secondary objectives for the show. This will help you stay on track and avoid feeling overwhelmed.

2. Study the Program and Plan Your Schedule

Once you know your objectives, the next step is studying the program. Most trade shows feature a mix of talks, presentations, and panel discussions. I always make it a point to check the schedule in advance and plan my days carefully. Whether you’re interested in sustainability, technology, or market trends, there’s often a wealth of insights waiting to be uncovered in these sessions.

It’s also a great idea to think about questions you’d like to ask. Panel discussions are an excellent opportunity to engage with industry leaders and get advice tailored to your business. And if you miss the chance to ask during the session, catch the speaker afterward!

Takeaway: Highlight the sessions that align with your objectives and plan time for networking before and after.

3. Connect in Advance: Make the Most of Your Time

Whether you’re a shop owner, brand, wholesaler, or press, connecting in advance is key. Use email, trade show apps, or LinkedIn to set appointments before you arrive. Take it from me—I used to go with the flow, knowing generally what I wanted to see but leaving lots of time for wandering. However, I soon realized that networking and impromptu meetings filled most of my day, and I barely had time for everything else!

Now, I’m strict with my planning. I book appointments and stick to a schedule, and I’m more productive than ever. This allows me to connect with more people, make time for networking, and still leave room for spontaneous discoveries.

Takeaway: Schedule key appointments before you go, and plan your time carefully to ensure you accomplish everything you came for.

4. Wardrobe: Think Layers, Think Practicality

Trade shows can be unpredictable when it comes to temperature. I’ve been to shows where the venue felt like a chilly walk-in fridge, and others seemed more like a steamy sauna (maybe that’s the eco-friendly option—or just a budget one, who knows?). My advice? Layers are your best friend.

I stick to a hand luggage-only rule whenever I travel for shows. Coming from Amsterdam, where baggage claim times can be notoriously long, I prefer to avoid checking in luggage. I pack versatile pieces like dresses, pants, a skirt, and a few tops, along with one stylish jacket or kimono that can dress up any outfit. While I wouldn’t say I have a natural flair for fashion, I opt for safe and functional combinations that ensure I’m comfortable, from morning meetings to evening events.

Personal Anecdote:
Once, I broke my own rule. Seeing my colleagues travel with large suitcases filled with an array of clothes, I thought I’d give it a try. I packed for four nights at VicenzaOro with plenty of clothing options and shoes—only for my suitcase to never make it to Venice! During the pandemic, baggage delays were common, and while my suitcase sat comfortably in Amsterdam (tracked by my trusty Apple Airtag), I had to navigate a steamy 32°C Italy with just two dresses and a set of underwear in my hand luggage. Let’s say it led to some creative laundering in my hotel room and more than a few conversations sparked by my “two-dress” situation! Lesson learned: always pack at least two days of essentials in your hand luggage. Just in case!

Takeaway: Pack for versatility with layers you can mix and match, and always keep at least two days’ worth of essentials in your hand luggage.

5. Leverage Show Apps and Exhibitor Lists

Navigating large shows can feel overwhelming, but today’s technology can give you a serious advantage. Most trade shows offer apps to explore exhibitor lists, contact companies, and create a personalized schedule. While the app might not always be used to its full potential (yes, I’ve noticed how many messages go unanswered), it’s still a powerful tool for organizing your visit.

Use the app to mark must-visit booths, set reminders for talks, and keep a digital map of the show floor in your pocket. It’s also helpful if you’re scouting for specific items, like semi-finished goods or gemstones.

Takeaway: Download the show app in advance and use it to create a personalized itinerary. It can save you a lot of time and effort.

6. Build in Time for Discovery

While planning is essential, I always leave room for serendipity. Give yourself a couple of hours to wander freely through the show. You might discover an innovative supplier, a cash-and-carry vendor, or a new tech solution that helps your business. Exploration time has often led to some of my most valuable finds.

Takeaway: Set aside at least half a day to wander and explore the unexpected. You never know what hidden gems you might find.

7. Extend Your Trip for a Little Extra Fun

Let’s face it—business trips are more enjoyable when you can squeeze in a bit of personal time. Add an extra day or two for some sightseeing if your schedule allows. A little downtime can make the trip feel more rewarding, whether it’s a cultural detour to Venice when attending VicenzaOro or catching a quirky show in Las Vegas. After all, these leisure moments can add a touch of magic to otherwise busy days, helping you recharge mentally.

Takeaway: Mix business with pleasure by taking time to explore the local culture. It adds value to the trip beyond the trade show.

8. Make Use of Travel Resources and National Organizations

Before you travel, check the trade show website for travel tips and local accommodations. Many shows provide helpful resources for navigating the city and nearby restaurants. For instance, Schiphol Airport lets you book a security timeslot to skip the line (and it’s free!). Use airline, parking, and transportation apps to make your journey hassle-free.

It might seem obvious, but using technology makes a huge difference. I’ve seen many colleagues struggle with logistics because they didn’t plan these small details.

Takeaway: Use apps and resources to make your trip smooth and stress-free. Small steps make a big difference.

9. Engage with the Press and Influencers (Discreetly)

Trade shows are prime opportunities to connect with the press and influencers. If you see someone whose work you admire, consider reaching out for a chat. A casual conversation could turn into a valuable connection that might benefit your business later on. (Don’t tell anyone you got this tip from me…😉)

Takeaway: Be aware of who's around and be prepared to share your story if the moment presents itself.

Past, present, and future of the jewelry

Trade shows are more than just a place to do business; they’re an experience that brings together the past, present, and future of the jewelry industry. With careful planning, clear objectives, and a spirit of curiosity, you can make each event more than just another date on your calendar—it can be a source of inspiration, valuable connections, and business growth.

So, whether you’re a first-timer or a seasoned pro, I hope these tips help you navigate your next jewelry trade show like a true expert. Happy travels and I’ll see you on the show floor!