Thank you to Rachael Taylor and Retail Jeweller for the wonderful write-up!
When the inaugural Get Stoned gemstone trade fair opened its doors in Brighton, there was already a queue forming along the side of the red-brick building. While ticket sales had given an early indication of numbers, the feeling of instant success still took the founders - who themselves were exhibitors at the event - by surprise.
Over the course of the day, back in May, 170 buyers crushed into the small space, jostling to have the chance to view the gemstones and services on offer from 13 exhibitors. Some were local to the city, but many had travelled from London, as well as further afield - Dublin, Amsterdam - to attend.
Companies taking part included names well known in the trade, such as Misfit Diamonds and Marcus McCall um. For others, including Steeles Intaglios and Natural Spine! Gem, it was the first time exhibiting at a trade show. In the basement, a series of talks offered visitors insights on topics including what to look for when buying gems, lapidary, ethics and marketing.
The idea for the event originated from a conversation between Stuart Pool of ethical gem dealer Nineteen48 and gemstone carver Sanni Falkenberg who pondered whether they could get members of the trade together in Brighton. The city is a hub for jewellers yet there is no longer a professional networking scene there. As discussions progressed, they brought in Gemmology Rocks managing director Kerry Gregory, and Emma Perry, founder of Emerald Studio, which provides creative services for the jewellery industry.
"That was the humble beginning, really" says Pool. "It was about just bringing people together, and then once Emma got a hold of it, it was suddenly 13 exhibitors and branding and a website and Instagram" Perry is a skilled marketer. She is the driving force behind the marketing activities at Hatton Garden retail and co-working space Forge, and brought the same sort of energy to this new project.
Rather than opt for what she saw as a staid luxe approach to the event, she instead strove to create an atmosphere that prioritised fun over formalities. This ran through everything from its shocking pink and luminous green branding to a themed wall covering Perry made by hand, and an after-party sponsored by Brighton Gin. "We were making it an experience, a day out" says Perry.
They succeeded, with many visitors making social media content about day trips to Brighton to view the gems. It felt more play than work, which was the aim.
"There are [some trade shows that are] incredibly snobby and incredibly elitist" says Gregory. "The sort of gem fair that I want to go to is one that is fun, friendly and welcoming - somewhere I can meet new people, learn new things and do something that is business relevant. As an exhibitor, Get Stoned ticks all of those boxes. While our visitor numbers, in the grand scheme of things, were low, there were very few people who didn't buy anything. and I made more money than I was expecting to on the day."
This idea of exhibitors crafting the perfect show they would like to take part in isn't just for small showcases in seaside towns. Look to the international exhibition scene, and you will notice this ethos leading major shows.
A few paragraphs later....
When it comes to selecting exhibitors, an exhibitions company not invested in any one particular industry might sell space just to hit sales figures. Exhibitor-led shows rend to take a more holistic approach. The founders of Melee don't have a set list of criteria for the type of brands they accept, but are curatorial.
"What we're looking for is somebody who's really true to their craft, dedicated and has a unique point of view 'says Wolf. Gregory believes such peer-to-peer vetting can lead to a better visitor experience. "They've got to be people who we trust, who we would recommend to somebody" she says.
As the final revellers were ushered out of the Get Stoned closing party, the organisers were already chalking it up as a success, and planning the next edition, set to take place in a different British city. It is proof, as are the other exhibitor-led shows around the world, that there is still power in the collective.
Huge thanks to Rachael Taylor and Retail Jeweller.