The roof far above the grand exhibition hall at Gallagher Estate was too high to reflect the glitter from the spectacular array of diamonds, jewellery and watches that shone from a multitude of stands at Jewellex Africa 2016.
Resembling an international event, the entire atmosphere radiated a professional aura that would have stood equally proud in either Paris or Milan. Local and international manufacturing jewellers, diamond suppliers and stylish watch retailers were represented and the venue provided an intimate showcase for exhibitors to display and demonstrate their creations. In addition, a number of businesses ancillary to the trade were on show.
It was a pleasurable and enlightening experience to walk around the attractive stands and engage with the enthusiastic vendors and suppliers within this microcosm of opulence. Certainly, it demanded extreme willpower not to be lured to overspend on the highly creative adornments that beckoned every few paces.
The central area of the exhibition hall was dominated by a stylish Coffee Shop sponsored by Metal Concentrators who have attended this event since inception. Arranged around this were geometrically-positioned stands that filled the entire exhibition area, each displaying their unique style and creating an ever-changing atmosphere of luxurious temptation as one moved through them.
Occupying the largest stand, Metal Concentrators, as South Africa’s pre-eminent independent supplier of refined precious metal to the jewellery trade, had its own coffee and wine bar within an area tastefully furnished with lounge suites, ottomans and glass coffee tables. For over 25 years Metal Concentrators has forged a close association with jewellers and the new owners have now embarked on an even more aggressive strategy to contribute to the trade.
Prominently situated at one side of their area was an eye-catching spinning wheel painted with lucky numbers. Visitors were invited to spin the wheel for a prize if they allowed a photo of themselves to be posted on The Jewellers’ Story Facebook page. The generous prizes included two 5g 24ct Gold Medallions, each valued at over R3500.00, various findings to the value of R4000.00 plus 500g worth of Silver.
As a proud participant in the industry, Metal Concentrators created The Jewellers’ Story to highlight some of the many issues facing the South African jewellery manufacturing industry. Over the previous few months it had adopted a lightheartedly satirical approach through the medium of artistic caricatures in cartoon format. The intention was twofold – firstly, as a means of giving back to loyal customers and suppliers and secondly, to contribute to the continuing debate on how the industry must develop.
During the cocktail event at Jewellex, Metcon’s CEO, Neville Crosse, unveiled the next phase of The Jewellers’ Story. During the next twelve months they will be publishing a series personal stories resulting from intimate conversations with a variety of jewellers from around the country. Each story will be included as an insert to SAJN and at the end of the campaign will be collated into a book for the industry. Each jeweller will receive copies of the tastefully produced interview for their own distribution and marketing purposes. The first conversation with David Forman will be published on the 23rd of this month.
Assisting the often forgotten members of the community has become an additional focus for Metal Concentrators. One of the projects to which they contribute R10 000 per month is the SMILE Impact project, Ekuphumuleni, a skills development initiative that includes jewellery-making as well as growing vegetables and herbs, bowl-making and art from recycled items.
Another highlight of this year’s Jewellex event was the Jewellery Council Collection Awards design competition. Visitors to the trade were invited to vote for the best designed item of jewellery in two categories – handmade jewellery and CAD designer.
The winner of the handmade jewellery category was Zanele Shongwe from Keith White. Her prize was a bench-worker tool kit worth R3000, donated by Metal Concentrators. Similarly, Metal Concentrators also sponsored the prize for the winner of the CAD designer category, Karen Bhengu from Design@50 – a CAD-designer tool kit also worth R3000.
As the lights dim within the grand exhibition hall, attendance statistics demonstrate that Jewellex Africa 2016 was another resounding success for the industry. The retailers and wholesalers that did not participate missed the opportunity to showcase their businesses and contribute. Sadly, their absence also deprives the industry of their much-needed sharing and networking support. This event is an essential ritual for an industry that is faced with numerous obstacles and challenges. It is not only an opportunity for buying and selling, but more importantly at this stage, a critical exercise in demonstrating a necessary community-mindedness within an industry that needs to pull together and co-operate to ensure sustainability.
In eleven short months the spotlight will once again focus on the jewellery industry. Let’s all commit to achieving a record participation by uniting to promote his wonderful industry.
Written by Michael Pryke on behalf of Metcon
Video by Geoffrey Flint
