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FRANCE / Paris: In conversation with BIJORHCA PARIS Director Aude Leperre

August 01 2017

The next edition of BIJORHCA PARIS is scheduled to run from the 8th to 11th of September at the Porte de Versailles in Paris, featuring a line-up of jewellery, watches, technical Industries and supplies from a variety of french and international labels.

Modem chatted with Madame Aude Leperre to find out more about the organizations, objectives and special projects of the exhibition.

Modem wanted to find out what inspired you to launch The BIJORHCA PARIS International Tradeshow for jewellery in France?

BIJORHCA PARIS is a fair that has a long history. Created in 1936 by the BOCI Chamber of Commerce, the mission of this exhibition has always been to gather all jewellery professionals under the same roof and to promote their businesses. Today, owned by Reed Expositions France, more than ever the fair is the reference event for all buyers in this sector. It has evolved to the pace of the market by adapting more and more to the needs of the exhibitors and buyers creating a friendly networking atmosphere.

A jewellery trade show dedicated to the international contemporary scene, inviting more than 12,000 visitors representing 85 different nationalities are expected to attend the event to discover the latest trends, brands and designers. Also, presenting an exclusive line-up of over a hundred new names. What criteria do the brands for the selection at Bijorhca Paris need to meet to qualify for the show as Bijorhca is an internationally recognised Tradeshow?

Each conference, many brands contact us in order to participate in the trade show. Obviously it is important to meet the expectations of our visitors and the reputation of the BIJORHCA PARIS trade fair; we have to evaluate all the applicants’ requests. We have a Selection Committee, of which I am a member, which we meet regularly to consider each application. What we are looking for in our selection is creativity and originality.

Brands showing at Bijorhca Paris this year will exhibit their latest jewellery, Watches, technical industries and supplies, showing their autumn/winter 2017/18 collections. The current fashion panorama highlights the young creative’s, with interesting projects to support their emerging creativity. What is the main objective of your organisation?

The objective of the fair is really to bring together all French and international players in the jewellery industry such as: valuable and costume jewellery, watches, also packaging, jewellery services, equipment, supplies, finishing’s, tools and machinery. Further, we offer a global vision of the market to our visitors. Fashion Trends also allows the shoppers to discover the trends of the Fall-Winter 2017/18 season in a unique and illustrated way, thanks to the jewellery exhibitor’s. This session, the style office of Elizabeth Leriche reinvents this space, creating an image of a concept store, mixing costume jewellery, precious jewellery and watch making. Here is an overview of the 3 trends to discover: Garden of Eden is an invitation to the heart of a lush and fascinating poetic nature walk; Silk Road is inspired by a variety of cultures from around the world for a guaranteed feel of escapism; Odyssey of space projects the visitor into a dreamlike and the industrial feel of the future.

Have any new or special projects developed for the September trade show that will take place in Paris?

We offer many new features for the September edition. One of our priorities has been completely rethinking the segment of the show. Today, consumption patterns have changed. Consumers no longer buy products according to the materials, but the style that resembles them, depending on the state of mind in which the consumer is in. Retailers need to offer innovation, to surprise the consumers; it is also what allows them to differentiate themselves from other points of sale. It was by exchanging with them that we understood that we had to make things easier for them, and this included a clarification of the salon offering, which is very rich and varied. We therefore decided to completely revise the layout of the halls 5.1, 5.2 and 5.3.

The exhibition will now be discovered through different spaces to allow visitors to better locate and buy more efficiently; We will meet the needs of the buyers by helping them to find the brands that correspond to their needs, known brands, but also young designers! We will also offer a new trend space, in collaboration with Elizabeth Leriche: The Elements Gallery. It will promote the offering of raw materials offered at the fair. This will be an important source of inspiration for jewellery designers. Finally, we have set up a Top buyer program, for French and international buyers, which will allow 150 buyers to benefit from a personalized support system during the fair, depending on what they are looking for.

Up and coming Watch and Jewellery designers occupy a relevant position in the market today. Many companies are continually being born, full of hope and ambition. What important factors should brands take into consideration to keep an emerging brand in this sector successful?

Communication is a key success factor for all brands that are embarking in this sector. They must use all the tools available at their disposal to promote their collections to both the general public and professionals. This is obviously via the web, but also through participation in trade shows, promotional tools are essential to present the brands products, its know-how and thus further expanding its network. Yes, buyers need to see the products, touch them or wear them, and even exchange with the creators.