Trade fairs and exhibitions bring many suppliers under one roof. For wholesalers and retailers, they are a quick way to see trends, compare suppliers and start relationships. They work best with preparation.
Trade shows and fairs to know about
- India International Jewellery Show (IIJS), organised by the Gem and Jewellery Export Promotion Council (GJEPC), mainly in Mumbai, with editions such as IIJS Premiere and IIJS Signature. It focuses mostly on fine jewellery, but is useful for trends and contacts.
- India International Trade Fair (IITF) in New Delhi, usually in November, with many craft and fashion jewellery stalls.
- Regional jewellery and lifestyle exhibitions in major cities, often organised by local trade associations.
- Handicraft and gift fairs, useful for filigree, tribal and handcrafted styles, and often with fashion and imitation jewellery exhibitors.
- Textile and ethnic wear fairs, where jewellery suppliers exhibit alongside.
Check each event's current schedule, exhibitor list and focus before you go: some are for fine jewellery only, others for fashion and imitation jewellery, and some mix both.
Before the fair
- Define what you are looking for: new suppliers in a category, styles and price points, trend ideas, packaging suppliers, or buyers for your own range.
- Check the exhibitor list, mark the stalls to visit and plan the day.
- Bring your sales data, reference photos, business cards and key numbers, such as typical order quantities and price targets.
- Plan meetings with key exhibitors.
At the fair
- Visit priority stalls first.
- Ask whether the exhibitor manufactures or trades, and whether they can send samples.
- Note MOQ, terms and lead times.
- Collect catalogues, design codes and contacts.
- Photograph pieces (with permission) with the stall number and design codes.
- Write down your impressions straight after each conversation, before they blur together.
After the fair
- Follow up within a week.
- Request samples from shortlisted suppliers.
- Compare samples and terms.
- Place a trial order.
Beyond fairs
Many manufacturers do not exhibit at every fair. Direct outreach and factory visits remain important.
Common mistakes
Collecting cards without notes, and failing to follow up.
An example
A distributor visits a regional fair, meets eight suppliers, requests samples from three, and places a trial order with one manufacturer whose sample and terms fit best.
See how to verify a manufacturer.
Exhibiting yourself
Established distributors sometimes exhibit at regional fairs to meet new retailers. Choose a fair whose visitors match your customers, prepare a clear display of your best range, bring a catalogue with codes, MOQs and trade price lists, and a way to capture contacts, and plan follow-up before the fair ends. The value of a stall comes from the orders placed in the months after, not from the few days of the fair.
Online alternatives
B2B directories and online trade platforms also help find suppliers, but verify carefully before paying. Read how to verify a manufacturer.
Video calls, WhatsApp catalogues and online trade portals now let buyers and suppliers meet without travelling. They do not replace the trust built face to face, but they make follow-up after a fair far easier.
Measuring a fair's value
Before the fair, set targets: number of useful contacts, samples ordered, and orders placed within three months. After the fair, compare results with the cost of travel, stay, stall and time away from your business. A fair that brings two long-term retailers or one good supplier can be worth far more than its cost, but only if you follow up within a week.