Buyers Market of American Craft to open with a jewelry preview

A jewelry preview will kick off the Philadelphia Buyers Market of American Craft. The preview begins at 4 p.m. on Feb. 16 and will feature handcrafted jewelry by 350 artists from across the United States and Canada. The biannual craft trade show will be held Feb. 17-20 at the Pennsylvania Convention Center.

“With major brands demanding more space in fine jewelry stores, design-centric customers have to search harder to find unique jewelry,” says Show Director Rebecca Cason. “Retailers have a great opportunity to capture that market with handcrafted inventory.”

With a 20% increase in new jewelry exhibitors, the Premier Jewelry Pavilion will likely be a main attraction for retailers seeking to attract mid- and high-end customers. The pavilion features nearly 100 premier jewelry designers working in high-karat gold, platinum, diamonds, and precious stones.

Immediately preceding the preview, retailers are invited to attend “Capturing the Anti-Brand Jewelry Consumer,” an educational seminar on how to grow the loyalty of design-centric customers with handcrafted inventory. The seminar, which begins at 2 p.m., will be led by Cindy Edelstein, founder and president of the Jeweler’s Resource Bureau and the international jewelry tradeshow globalDesign.

It is one of several educational seminars being held during the show covering diverse topic such as marketing handcrafted, high-end jewelry; creating compelling in-store sales presentations; and marketing for specialty stores and galleries. In addition, retailers can receive answers to their questions about finance, advertising, and marketing the “Table Topics” seminar, sponsored by the Craft Retailers Association for Tomorrow.

Seminars include:

* “Turn Window Shoppers into Long- Term Customers,” by gallery consultant Todd Bingham of Todd Bingham Fine Art shows galleries on Feb. 17

* “Stand Out in the Retailer Crowd,” by Rick Segel of Rick Segel and Associates on Feb. 18.

Retailers can sign up for seminars and register for the Philadelphia Buyers Market of American Craft at www.AmericanCraft.com or call 800-432-7238 ext. 211. All seminars begin at 8 a.m. and cost $20, with the exception of the Feb. 16 “Capturing the Anti-Brand Jewelry Consumer” seminar, which begins at 2 p.m. and costs $10. All seminars include food and beverages.