The first JWF to kick off in November

Walid Farouk
3 Min Read

The first edition of the Cairo Jewellery and Watches Festivals (JWF) will kick off on 29 November at the Dusit Thani Lake View Hotel in Fifth Settlement.

Marketing Manager at A to Z Home of Media marketing agency, Mohamed Tawfik said that JWF is targeting more than 2000 visitors during the current session, focusing on local jewellery companies, and not expanding and attracting jewellery companies from abroad.

He told Daily News Egypt that the JWF exhibition will be held on an area of 6,000 square meters at the Dusit Fund in New Cairo. The company provides different exhibition areas for companies and designers starting from three meters to the areas that the company wants, with price ranges between EGP 2,000 to EGP 10,000 per sqm.

He pointed out that the JWF includes a variety of participating categories including goldsmiths, diamond companies, international diamond laboratories, gemstones traders, and schools teaching design and production of jewellery.

Tawfik added that the exhibition includes a number of leading jewellery companies, including Egypt Gold, Arm Jewellery, BTC Watches, Saba Jewellery, New Turquoise Jewellery, and jewellery designer Levon Yervant.

He added that IC Group real estate development company will take part as a silver sponsor for the exhibition to market “Gold Souk”, the first mall specialised in gold and jewellery in the new capital.

According to Tawfik, gold industry figures will attend, including  Sham al-Dhahabi, daughter of the artist Assala Nasri, Fashion Designer Bahig Hussein, and coiffure Mohamed Al- Sagheer as the beauty sponsor of fashion show, and Lebanese Bashir Flowers as the exhibition’s decorator.

Tawfik explained that the company is organising on the sidelines of the exhibition, a presentation ceremony and an educational seminar to educate citizens on how to invest in gold and consider the compatibility between jewellery and fashion.

Exhibitions are a means of attracting customers, stimulating corporate sales, and are among the most important marketing tools for direct communication between brands and consumers, he mentioned.

Tawfik also pointed to the lack of jewellery fairs in the Egyptian market, which are considered a tourist tributary to attract the incoming movement of Egypt, and fall under tourism exhibitions in light of the improvement of tourism in Egypt.

Tawfik also elaborated that the market needs different marketing mechanisms to activate the sales movement with a state of recession suffered by the local gold market.

He added that the company has agreed with other companies to showcase new collections of their products during the exhibition, representing a good marketing opportunity for citizens. In addition, the entry of visitors to the exhibition does not require fees as do some international exhibitions, so visitors can just register with their IDs or passports.

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