This article first appeared in the JNA May/June 2024 issue.

Fine jewellery pieces, led by latest bridal jewellery collections, are taking centre stage at Japan Jewellery Fair 2024 (JJF), which is scheduled for August 28 to 30, 2024 at the Tokyo Big Sight Exhibition Centre.

The fair, renowned as the largest B2B jewellery exhibition in Japan, is organised by Informa Markets in partnership with the Japan Jewellery Association (JJA). The event is marking its 31st anniversary this year.

According to organisers, the show will display an extensive product selection to meet buyers’ year-end sourcing needs. Among the strongest draws at the fair are Japanese Akoya pearls and Japan-made jewellery, which consistently captivate both international and domestic clients. A highlight of the fair is the Bridal Diamond Pavilion, which will feature a record-breaking number of participants this year, with 12 companies presenting their latest collections.

The Bridal Diamond Pavilion, introduced in 2023, is aimed at revitalising the Japanese bridal jewellery market, aligning with JJA’s initiatives to drive demand for diamond engagement rings and nurture consumption habits.

Seminars on the latest jewellery trends and market opportunities, meanwhile, are scheduled to be held on the sidelines of the fair. Industry experts will share their insights on the current market landscape alongside other developments. "Trade leaders will discuss what kind of products are in demand in the market today. JJF is the perfect place to gain new insights into the industry, connect with business partners and learn about the latest trends,” organisers said.

This year, JJF is also highlighting its commitment to environmental protection and social responsibility. Various sustainable initiatives will be implemented at the venue, including recycling of brass packaging materials and the collection of PET bottle caps.