Istanbul Jewelry Show II Opens with Hope

The Istanbul Jewelry Show II was opened this week by the Turkish Minister of State, Kursat Tuzman. 430 local exhibitors and another 199 foreign participants came to offer their gold and diamond jewelry, alongside pearl and silver items, watches and tools. As can be expected from a new show, hopes are high, even if buyers attendance is not what exhibitors were counting on.

The show, mostly geared as a showcase for Turkish manufacturers eager to find overseas customers, attracted buyers mostly from Spain, Germany, Israel, Russia and Dubai. However with many Europeans still on vacation, it should come as little surprise that many did not make it to the show. Too bad.

Istanbul, always the enigmatic mixture of West and East, played host with its very warm hospitality and a jewelry industry coming of age. Starting to shift from a jewelry manufacturing center towards a more marketing oriented one, local jewelry companies are open to new opportunities, looking to establish long term ties with international firms.

The gold jewelry exhibitors are displaying a wide array of items in yellow and white gold, rose gold (or 'Russian gold' as it used to be referred too here). The items are often big and colorful. Rings with a mixture of colored stones and gold nuggets protruding out, look like explosions frozen in time. Woven gold hair designs create delicate and airy items in yellow and white gold mostly necklaces and earrings. Many of the Turkish exhibitors export their goods to the U.S. and Dubai / Gulf region.

What was the one word you did not hear anywhere you turned? That's right - Branding. The topic is starting to reach the table and will no doubt become a central focus point in the coming years. Currently very few companies are considering their sales strategy in its light. Those that do are already investing in marketing and are carefully considering how to evolve in that direction.