Logistics
Sourcing Jewelry at Trade Shows: Hong Kong, Basel and JCK
Trade shows are where sourcing relationships start. They are also where you waste a week if you go unprepared. Here is how to run it.
Trade shows are the fastest way to meet dozens of jewelry factories in three days, see the actual pieces in person, and start conversations that become supply relationships. They are also expensive: flights, hotels, booth entry, and a week away from the business. Go unprepared and you collect business cards that never convert. Go prepared and you leave with three or four qualified suppliers that you would not have found online. Here is how to run it.
The major shows and what they are for
| Show | Location | Timing | Best for |
|---|---|---|---|
| HK Jewellery & Gem Fair | Hong Kong | March and September | Sourcing from Chinese and Asian factories, broad range |
| Baselworld / Watches & Wonders | Basel, Switzerland | March | High-end, luxury, Swiss watches and fine jewelry |
| JCK Las Vegas | Las Vegas, USA | June | US retail buyers, established US-facing suppliers |
| Shanghai Jewelry Fair | Shanghai, China | April | Domestic Chinese factories, lower MOQ |
| Vicenzaoro | Vicenza, Italy | January, September | Italian gold design, European brands |
For most wholesale buyers sourcing from China, the Hong Kong shows are the most cost-effective. The factories come to you, the flight from the US or Europe is manageable, and the show covers the full price range from fashion to fine.
What to prepare before the show
Do not walk into a trade show cold. Before you go:
- List the categories you actually want to source. Do not browse. Know whether you are looking for sterling silver, lab diamonds, or gold.
- Pre-book meetings. Most exhibitors will take 30-minute meetings. Email them before the show, book slots, and walk in with an agenda.
- Bring a one-page brief. Your brand, your target retail price, your volume, and the categories you want. Hand it to every supplier you meet.
- Bring a camera and a notebook. Photograph pieces you like, note the supplier's booth number, and write down what was discussed.
What to ask at the booth
A trade show booth is a sales floor, not a factory tour. The salesperson will show you the catalogue. Your job is to ask the questions that separate a real factory from a trading house:
- Do you manufacture in-house or source from subcontractors?
- What is your MOQ for a custom order?
- Can you send samples before the show ends?
- What is your lead time for a reorder?
- Can you provide references from buyers in my market?
The booth salesperson may not know the answer to all of these, but they will promise to follow up. The follow-up is where you learn whether the supplier is real.
The follow-up that converts
The show ends on Thursday. By Monday, send a follow-up email to every supplier you met, referencing the pieces you photographed and the conversation you had. Ask for samples, ask for a quote, and ask for the references. Most buyers skip the follow-up and the leads go cold. The buyers who follow up within 48 hours get the samples first and the best pricing.
What trade shows actually buy
Trade shows are where you start relationships, not where you place orders. You do not sign a PO on the show floor. You collect cards, request samples, and evaluate suppliers back home. The show saves you weeks of cold outreach, but it does not replace the sampling and QC process. Treat the show as the first conversation, not the close.
The cost-benefit of the trip
A Hong Kong trip for two buyers costs $4,000-$7,000 in flights, hotels and booth entry. That sounds expensive until you compare it to a year of cold outreach and sampling. The show gets you in front of 50 factories in three days. You would not have time to visit 50 factories individually in a year. For a brand that is serious about sourcing from China, the show pays for itself if it identifies even one new supplier that improves pricing or quality. Go once, compare suppliers, and then you can reorder remotely without the trip.
The show is expensive, but it is the fastest way to meet the suppliers you would otherwise spend a year emailing. Go once, meet the people, compare the factories, and the rest runs remotely without another flight.
Trade shows are where relationships start, not where orders close. Go prepared: know your categories, book meetings, bring your brief, and follow up within 48 hours. The show saves you months of cold outreach. The order comes later, after the sampling and the QC. Treat the show as the first conversation, and it pays for itself many times over.
We exhibit at the Hong Kong shows and meet wholesale buyers there. If you are planning a trip, our contact details are on the wholesale sourcing page. The show is the fastest way to see our pieces in person, compare us to other suppliers, and leave with a sample. The order comes later, after the sampling.
Authoritative References
For buyers who need to verify the technical and regulatory basis of this guide, the following independent institutions publish authoritative reference data:
- eCFR Title 19 - U.S. Customs regulations for tariff classification and import documentation.
- European Commission - EU customs, tariffs and trade compliance resources.
