BaselWorld 2004: Big and Colorful is the Name of the Game

2186 exhibitors from 44 countries brought their best jewelry, diamonds, watches and tools to BaselWorld 2004. But more then that, they brought all their marketing might and know-how to attract attention, strengthen their brand and present their vision of the future.

Helped by great weather ("this is the first day of spring!" a local said to me with joy on Friday) and a good turnout, exhibitors' booths were busy with visitors that were curious to see what was offered and new this year.

They found that the leading trends in jewelry are big bold pieces and bright colors. Jewelers presented large size rings and pendants with big diamonds and even bigger semi-precious stones. The big items were surprisingly light thou, offering the kind of convenience needed to make such items a success.

The use of colors stands out even more than last year. Mixtures of red, blue, brown and yellow in diamonds and a wide variety of semi-precious stones were seen all over Hall 2 where jewelry brands were showcased.

Visitors and exhibitors alike were happy to find that the show that met quite a few problems last year with the banning of the Hong Kong exhibitors due to the SARS epidemic and the splitting to two locals (Basel and Zurich) is back in form and in one convenient place.