I am naturally an optimistic person. When I first started doing trade shows, an exhibitor who was good friends with my boss told me something that I have held onto ever since: “The last day of a trade show is a day of miracles.”
He’d seen it time and again. Over the years, he’d either experienced or witnessed big deals being made, new high-volume accounts landed, lifelong friendships formed, and even long-term romantic relationships sparked—all on that last, often quiet day of the show. He promised me that a day of miracles was coming.
Since then, I have exhibited at, spoken at, visited, and now run more than 100 trade shows. Not all of them ended in miracles, of course. Many ended just as you would expect: some good days, some slow days, and some no days at all. But there were days when true miracles happened—not just for me, but for others too. I saw it at my friends’ booths, at new designers’ showcases, and I’ve come to believe that on the last day of a trade show, somewhere on the floor, a miracle is happening.
I am sharing this because there is a key takeaway here:
a company has to be exhibiting on the show floor for that miracle to happen.
There is no sugarcoating the fact that the natural diamond sector is facing challenges. Sluggish sales, companies searching for ways to grow their customer base—it’s not easy right now. The constant is that ours is a relationship-driven business, especially when it comes to diamonds. And the best place to build and strengthen those relationships is at a trade show.
The JA New York Fall Show this coming October 27-29 at the Javits Center in New York City is offering an opportunity for companies in the natural diamond business—especially those in the Diamond District of New York City—to strengthen those relationships and explore new paths for success. We have thousands of retail attendees from around the globe (I bet you have not yet met them all) and we’ve designed specific areas of the show to focus on the iconic 47th Street and the natural diamond sector.
We are and want to continue to be the hometown show for New York City’s jewelry community.
Yet, many companies are not taking advantage of this unique platform. In times like these, businesses that don’t take proactive steps risk falling behind. We simply cannot afford to wait for the market to bounce back on its own. It’s time to take action. The JA New York Fall Show provides a cost-effective, low-risk, high-reward environment for natural diamond companies and all the businesses in the Diamond District looking to attract new customers. Now is the time to seize this opportunity and ensure you’re there when those ‘miracles’ happen.
So, how do I put this nicely? Get moving, push your business forward and take a booth.
MT
