Reconsidering The Value of Trade Fairs

Opinion piece
26/02/2018 14:47

Is it appropriate for the diamond industry to offer mass quantities of loose one-carat diamonds at these events? What is the message we are sending to the high-end consumers who frequent trade fairs, if they see high-end diamond jewelry pieces at one booth, and then loose diamonds in large quantities offered at wholesale prices at another booth? Does this help us promote diamonds as a rare creation of earth or harm those efforts? Isn’t it clear that we are hurting our own business with these actions? Healthy trade is based on daily sales out of the office or at the customers’ businesses, not at trade shows ... The high costs of exhibiting, the difficulty of making the right price, the possible degradation of the positioning of polished diamonds, all require us to carefully consider our trade fair strategy.

- Ehud Arye Laniado, "Reconsidering Trade Shows"