The second edition of MORE, the international jewelry and fashion accessories show, in Milan, Italy, will take place at Fieramilano Sept. 7 to 10 in the new Rho fairground.
The first edition of the trade fair was held in February. The new dates coincide with the Macef international home fair held at the same location. MORE officials said the new dates will, “make it possible to further strengthen the big plus of the exhibition as a reference show for the jewelry industry in Milan, providing a link with fashion, design and trends, as well as facilitating the participation of exhibiting companies thanks to a brand new management formula.”
For the approximate 200 exhibitors, it means that, unlike the previous show they will now be able to use a customized stand or choose the standard design recommended by the management.
“The idea to adjust the schedule three months before the traditional opening of the show – says Paolo Taverna, Fiera Milano international managing director, “is solely due to this last point. Having a new schedule means that MORE is no longer going to take place in synergy with the fashion week (the “fashion jewelry” concept is still there) but, in turn, participants are given the opportunity to exhibit at the new fairground”.
Taverna adds, “Besides the change of date, MORE’s formula stays the same: only jewelry manufacturers are allowed to exhibit (wholesalers and importers not included); the different brands have been all grouped in an area that clearly shows their role and status; entrance—still free of charge—is restricted to jewelry professionals; a number of events will take place to give proof of the existing bond between jewels, design and fashion trends”.
Macef and MORE are developing in a complementary rather than in a competing way, Taverna says. The two shows are independent. MORE visitors are allowed to visit Macef pavilions, but Macef registered visitors are not allowed to visit MORE unless they have gone through the registration process.