Tel Aviv Trend at Jovella

With an aim to raising the profile of the Israeli Jovella jewelry show, the event organizers brought over Paola De Luca and Paolo Novembri of the TJF Group for a seminar entitled "Jewelry Directions – Seasons 2009."

The seminar, which was open to members of all aspects of the trade, provided a look at current and future trends in the fashion and jewelry industry, and was both an abbreviated and updated version of the seminar given by De Luca at January's Vicenza show.

Paying special attention to Israel's strength in the diamond trade, De Luca told the gathering that a different and new approach is needed when it comes to diamond jewelry in order to make it attractive to younger consumers. "The new generation needs to be stimulated with something more interesting," she said.

She also told the audience that there was no money to be made in basic jewelry and encouraged designers and manufacturers to make more offbeat and "amusing" one-off or limited pieces. "Unique and different is one of the main things people want. With the advent of stores such as Mango and H&M, we all look alike. People have a need for self identity."

The show enjoyed busy attendance and exhibitors were busy talking with visitors. The show in general, with some 160 exhibitors, was more fashion then high-end oriented, with many silver and semi-precious items on hand.

However, it is not yet clear how much actual business was taking place.

Despite the buzz on the show floor, one missing element was the Italian Pavilion, which was a feature of last year's show.  

Jovella 2008 closes Thursday evening after opening the gates to the general public in the afternoon.