The upcoming JCK Las Vegas trade show, running from May 29 to June 1 at the Mandalay Bay Resort & Casino, is expected to amass in excess of $1.2 billion worth of sales, with more than $10 billion worth of jewelry showing at the booths of more than 2,500 exhibitors.

This story first appeared in the May 27, 2015 issue of WWD. Subscribe Today.

Brands including Zalemark, Tacori and Roseark are among those planning to reveal new designs, collaborations, improved sales and education interfaces for the 23,000 visitors.

Zalemark will unveil its partnership with Crayola. The famous crayon brand is looking to make a play to the fashion industry through various licenses, with Zalemark among the first in its sta- ble. “Crayola, which is owned by Hallmark, really wants to reinvent itself as a color company — kind of what Pantone is,” said Steven Zale, chief executive officer of Zalemark. “Crayola wants to be the reference standard for fashion.”

For Zalemark, this has translated into a range of jewelry retailing from $79 to $399. The jewelry, colorful and laden with Swarovski Elements, natural sapphires, topazes and myriad quartzes, will be marketed to better midrange retailers. Zale said he’ll focus his efforts on retailers like Macy’s and Bloomingdale’s, as well as independent stores like Helzberg. The line will launch in stores during the third quarter, in time for the holidays.

Forevermark is consolidating its booths, formerly spread around the show, into one 5,300-square-foot space that will house all its activities, like loose diamond and jewelry collection sales, as well as educational events. The company expects to host between 1,000 and 1,500 people over JCK’s four-day spa, according to Adelaide Polk-Bauman, vice president of marketing.

Tacori will also hold a large presence at JCK, where it plans to introduce several new initiatives. Among them, the brand will introduce its new men’s offerings, with designs inspired by vehicles spotted at the Monterey car show. “The challenge with men’s jewelry is that there isn’t that much out there that’s exciting,” said Paul Tacorian, president of sales and marketing. Also on the agenda is the introduction of its new mobile-focused Web site. The impetus for the redesign was that 53 percent of Tacori’s online audience visits its site through a mobile interface. “We are really working to put tech ahead,” Tacorian said. A new Tacori-specific customer relationship management dashboard will also launch at the show. Tacori has 200 appointments on its books for JCK and expects to do between $1 million and $2 million in business throughout the show.

Besides showcasing the big corporate names, JCK also serves as a platform to fledging businesses. First-time exhibitor Roseark is among this group. The edgy Los Angeles jewelry store, which opened its own showroom in February, will reside in JCK’s design center and bring eight brands — including its own. “It’s really just about introducing our brands to the market, introducing the Roseark showroom. It’s the first show we’ve done as a showroom and we want to bring visibility to the designers that we represent,” Shelby Rea, Roseark’s showroom director. Its jewelry ranges at wholesale from $20 to more than $10,000.

With this level of diversity, JCK organizers felt it needed to improve the show’s navigability and signage. Katie Dominesey, JCK’s industry vice president, explained: “We have invested a lot of money and time into a new look and feel of the show — we hired a creative director and reduced visual noise. There is a standardization of the look and feel, with a nude and black template with a pop of color.”

Besides the visual overhaul, JCK has also taken a new approach to socializing at the show. “We’ve added six new lounges to the show floor,” Dominesey said, with some serving a dedicated spa purpose, while others will play home to cocktail gatherings. This year, Gavin DeGraw will headline JCK’s Sunday evening concert.

She said it will be interesting to see how JCK fares after dampened enthusiasm at the European and Asian trade shows, where spending was low in the wake of a sinking euro. But JCK is optimistic that a strong dollar will help bolster sales. “We’re confident. A lot of the shows internationally have been more difficult because of the exchange rate. I’m happy to have the U.S. market shine.”

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