After launching the GemLightbox successfully throughout the Asia-Pacific region, Picup Media decided it was the right time to expand to the American continent. Picup Media determined to make their US debut was at the largest US trade show – JCK Las Vegas. The 2018 edition of JCK Las Vegas featured 2,187 exhibitors, 70+ industry events and 20+ Education Sessions to cater to over 30,000 visitors.
Picup Media’s decision was solidified after participating at the Hong Kong jewelry fairs in September 2017 and March 2018, where many of their US customers insisted that GemLightbox would be extremely successful. US jewelers were considered the most progressive of all jewelers, and Picup Media was ready to test this theory.
For Picup Media, the timing was just right. JCK Las Vegas would be held exactly 3 months following their latest success at Hong Kong International Jewellery Show. It was a crucial time period where Picup Media had to plan and execute the upcoming JCK Las Vegas show to perfection. Naturally, Picup Media returned to the drawing board at their Hong Kong headquarters, redesigning their branding, logo, and marketing strategy. They also made significant progress to the GemLightbox Turntable, and were ready to showcase a more improved version to the world.
One of the ideas that came to mind was providing free jewelry photography to the visitors and exhibitors at JCK Las Vegas. A successful marketing campaign ensured that scores of jewelers pre-booked their free jewelry photography session weeks in advance, fully packing out the Picup Media team’s schedule. The fully packed out schedule boosted the confidence that the Picup Media booth would be busy 100% of the time and enough noise was going to be made. Picup Media was ready to make an impact and create a memorable experience for the US jewelry industry.
As predicted, free jewelry photography was an instant hit. On top of the jewelers who pre-booked their photography session, hundreds and thousands of passersby stopped in their paths to try out the GemLightbox with their smartphones. There was a great diversity with members from all over the jewelry industry visit the Picup Media booth and purchase the GemLightbox including designers, retailers, appraisers, wholesalers, marketing agencies and tech firms.
The busiest day for Picup Media surprisingly was during the final day of the show, being day four. Picup Media had heard plenty of stories from other exhibitors that day four would be very relaxed and quiet. Instead, it was quite the opposite. Jewelers returned to the Picup Media booth for their last minute shopping to secure their orders.
Overall, JCK Las Vegas was an amazing experience for Picup Media. American jewelers were definitely more progressive compared to other regions. There were many conversations about e-commerce, scalabilities, and integrations. This was very important as it set the direction where Picup Media needed to head towards.
Picup Media will return once again to JCK Las Vegas in 2019. Keep an eye out for the iconic teal and white booth!