Australian jewellery fair organiser Expertise Events has warned ambush marketers to stay away from its fairs.
In an official statement following this month’s JAA Australian Jewellery Fair in Brisbane, Expertise Events managing director Gary Fitz-Roy said there had “been an allegation there were one or two rogue sellers attempting to ambush market” during the Fair.
Although he did not name the suspected companies, he said ambush marketing at events like the Fair “poses a huge risk to the credibility of the (jewellery) industry”.
“The JAA Australian Jewellery Fair directly puts money back into the industry not only through the JAA but also through supporting young and up-and-coming designers,” he said.
“Anyone who attempts to attend our events as visitors to try to sell product or, worse still, set-up in hotels next door, cheapens the industry and sends a very bad message to buyers.
“Most importantly it takes potential revenue out of genuine exhibitors’ pockets.”
Fitz-Roy added that prompt action, including “potential lifetime bans from our other events”, would be taken if proof of ambush marketing was discovered.
“The JAA Australian Jewellery Fairis a tightly secured event,” he said. “These off-premise ambush events create a huge security risk and leave everyone vulnerable.
“It is important in cases like this we stick together and support the JAA, the exhibitors and the industry as a whole.”
On a more positive note, Fitz-Roy said that attendance at the Brisbane Fair was “solid” with visitor numbers “consistent with the 2009 figures”.
“Whilst the industry as a whole has had a mixed start to the year we are delighted that the JAA Australian Jewellery Fair not only performed as expected but has become an important event on the industry calendar,” he said.