It seems like there are jewelry shows happening pretty much all the time, but the NYC Jewelry & Object Show (NYCJAOS, November 21-24 at the Metropolitan Pavilion in Manhattan) tackles a different demographic than most shows. For starters it’s a show that is open to both dealers and the public. It highlights accessible and high-end jewelry targeting Millennial and Gen Z consumers, especially women buying for themselves.
“I wanted to create an event that will bring in first time buyers,” says show founder Konstantinos I. Leoussis, who is a bench jeweler and antique jewelry dealer. “I also wanted to create a platform that would showcase accessible fine jewelry in an inviting environment that’s not stuffy.”
Why Target Women?
As a jeweler, Leoussis noticed that in the past few years he has seen more women out shopping for jewelry for themselves rather than waiting for it to be gifted to them by a spouse or partner. “I believe there is a cultural shift. More women are making more money so they have more spending power. And they feel empowered when they buy their own jewelry,” says Leoussis, who notes that women who self-purchase jewelry are often doing so for two reasons, one is that when you’re buying your own jewelry, you get exactly what you want. The second reason is that women want to treat themselves to something special as a reward for an accomplishment.
So what type of jewelry are women buying for themselves? According to Leoussis chunky gold bracelets top the list of self-purchases. He finds that large scale pieces, blingy cocktail rings and rare gemstones are some of the other items that women buy for themselves. “Brooches are also being sold to women,” says Leoussis. “Some are converting the brooches to pendants, some are wearing them specifically for a special occasion and others buy a brooch to wear to the office regularly because they love the piece.”
More Self Purchasing Opportunities
Who Is The Self Purchasing Woman? According to Leoussis, the shopper at the NYCJAOS is an eclectic bunch, but most of the self-purchasing women are professionals between 25 and 40 years old. Leoussis feels that demand from self-purchasing women is strong enough that he is launching a new chapter to his business by debuting the New York City Jewelry & Vintage Show on October 26 at the Metropolitan Pavilion in Manhattan, which will have jewelry along with vintage clothes, shoes and accessories so women can come in and put their entire look together in a one-stop shop.
Over the past few years vintage jewelry has been rising in popularity and Leoussis says there are several reasons. First, vintage jewelry is sustainable, it has a past life and history, but can still be worn today. The value of vintage jewelry can go up each year and you can also get good deals on preloved pieces. But most importantly, concludes Leoussis, “Wearing jewelry provokes a conversation. We live in a lonely society and jewelry connects us. People notice jewelry and ask questions about it, so it gives us a way to interact with each other.”
