You might be thinking what exactly is VicenzaOro? There was only one way to know. So, we headed to Italy to experience the 2018 show in Vincenza to get some intensive education in the art of fine jewellery.
The city of Vicenza is a place that has been identified with the excellence of the gold and jewellery field for decades. Craftmanship, creativity and innovation are the core founding values of its heritage.
As a result, VicenzaOro, the leading jewellery boutique show, has been established as the main event of the year on the international trade show calendar. It provides companies with a moment of global visibility in which to present new collections. And an opportunity to discover new trends.
Our reporter, Sabi Phagura, flew out to the city in a bid to uncover what’s in store for 2018.
Now in its 61st year, VicenzaOro attracts 1,500 exhibitors – 35 of which come from different countries, including Hong Kong, India, the USA, and the Middle East. And alongside the exhibitors, buyers flock to the area from around the globe and it’s estimated they come from over 130 countries.
There’s no doubt that VicenzaOro is the biggest event on the jewellery calendar and precedes subsequent shows throughout the year – a second one in Vicenza in September, one in Dubai, and a presence in Hong Kong, Las Vegas and Dubai.
The six jewellery districts
The show is a reference point for the entire supply chain and is divided into six districts – Icon, Look, Creation, Expression, Essence and Evolution. Each one of these halls demonstrates companies in terms of marketing position.
Therefore, you will find high-end jewellery, gold art, components and semi-processed goods, precious and coloured stones, processing technologies, visual merchandising and packaging all under one roof.
Without one of the other, the show simply would not work. You’ll easily clock up the steps as you meander your way around all the stores, admiring their lavish offerings.
The Icon district
The Icon is where the main action takes place, with leading brands showcasing their pieces. Encased in this area is also the Design Room – this is where 12 international brands showcase their creativity and experimentation in the jewellery world.
The Icon is the spearhead district specifically for global brands. Houses companies that have been able to fuse traditional craftsmanship with contemporary style. Thus becoming the sector’s reference points.
This area includes Roberto Coin, Pasquale Bruni, Annamaria Cammilli, Leo Pizzo, Mirco Visconti and Fope/Antonini, to name but a few.
VicenzaOro’s focus on social responsibility
The Show offers training and information sessions on trends, technologies and corporate social responsibility.
Hence, this was very much the focus of the Andrea Palladio International Jewellery Awards, where exhibitors’ and brands’ achievements are recognised. This year Chanel, Cartier and Tiffany & Co were some of the worthy winners this year.
Therefore, it was widely agreed that everyone involved in the jewellery-making process is recognised for their efforts and should benefit from the profits. Therefore, the focus of the jewellery industry is extended to being social and ethical as well as being profitable.
It’s not an award for the best product but recognition for the entire production chain.
Online vs Offline
The way we buy jewellery has changed significantly over the years. The number of consumers who spend the majority of their budget online is growing year by year.
As a result, jewellery brands are having to overhaul their whole thought process on how they buy and sell. This was actually one of the hottest topics at this year’s VicenzaOro event.
Initially, it may seem that traditional face-to-face jewellery buying is becoming an outdated activity. But, on closer inspection, this is far from the truth. Through the testimony of authoritative voices.
It turns out that offline and online sales can co-exist peacefully together, improving services and communications. While online sales need to offer as much information as possible about the products.
Physical stores can still be competitive by increasing and improving the quality of the in-shop experience for the customer. Future success rests upon how well companies manage to achieve the right balance between online and offline activities.
A change in the meaning of jewellery
While chatting with some of the leading experts at VicenzaOro. We got to grips with how the meaning of jewellery is fast changing. Jewellery was once solely seen as adornment pieces and love tokens.
An identity is a promise or a sign of wealth and its re-sellable value. These are all aspects that are familiar to us today. But to some degree, all this is changing. Furthermore, with the rise of millennials, jewellery is as much about individual taste and expression as it is about status and wealth.
But now, we care much more about expressing our individuality through jewellery than reflecting solely on social prestige. You only have to scroll down the social media pages on Instagram to see how much onus wearers and owners place on expressing style and taste.
Over the years, jewellery has been able to tell a kind of story which is experienced as much as it is viewed and admired. There may be lots of changes in the jewellery sector as mentioned above. As a result, one thing remains the same. And that is our love and passion for jewellery. That is definitely here to stay beyond 2018.
Vicenzaoro – What, where and how?
For more information and details of when and where the next shows will be held, visit www.vicenzaoro.com
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