市场聚焦 JNA Mar/Apr 2022 | 39 From a positive standpoint, the pandemic has accelerated the Turkish jewellery industry’s digital innovation. – Mustafa Kamar, chairman of the Turkish Jewellery Exporters’ Association JTR Chairman Mustafa Kamar JTR主席Mustafa Kamar The Turkish jewellery industry has risen to become one of the world’s leading jewellery producers and traders – raking in billions of dollars in annual exports to major destinations such as the US, the Middle East and Asia, to name a few. By 2019, when the industry was at its peak, exports rose to as much as US$7.2 billion, beating a US$6 billion target. But Covid-19, whose unprecedented impact on trade, travel and international business is still felt today, happened – bringing world industries, including the jewellery sector, to a standstill. Data fromtheTurkish Jewellery Exporters Association (JTR) showed that at the height of the pandemic in March 2020, jewellery shipments had plunged by 46 per cent year on year, decimating earlier gains. Overall exports showed a drop of 10 per cent to US$6.44 billion in 2020 from the US$7.2 billion recorded in 2019. The trade suffered immensely from stringent travel restrictions and cancellations of international jewellery exhibitions. Some companies were forced to permanently close operations, leading to massive loss of jobs and a huge dent in the economy. Thanks to their ever-resilient nature however, Turkish jewellers are effectively coping with challenges by reassessing their business strategies and finding new ways to do business. Digital advancements, innovative designs and improved business practices proved critical as the country’s jewellery industry emerges from Covid-19. Exports last year reached a record US$10.3 billion, up 60 per cent from 2020 and 43.05 per cent from 2019 figures as demand and production steadily picked up. Companies restocking their inventories also started participating in post-lockdown trade shows organised by the industry. Going virtual The pandemic’s impact on the jewellery sector was “significant,” according to Sejfula Bushi, general manager of Annda Fine Jewelry. Mirroring developments around the world, the industry however saw a gradual but steady increase in online activities during lockdowns, with buyers increasingly using the Internet to view products and eventually make a purchase, explained Bushi. What further fuelled this trend were various initiatives by established jewellery brands to boost their virtual presence through several digital platforms, including social media. B2B companies also turned online to touch base with customers, launch new marketing campaigns and stay relevant in today’s market, added Gary Karabulut, export manager of gold chain specialist Mioro. “Travel restrictions forced us to seek different ways to reach our customers and introduce our latest products. Using this concept, we regularly conducted online meetings to communicate with and present new ideas to our clients,” revealed the company official. Digital platforms likewise played a more important role in the trade as an alternative venue to conduct jewellery exhibitions. JTR Chairman Mustafa Kamar explained that the pandemic had further bolstered the Turkish jewellery industry’s digitalisation journey, beginning with Jewellery Online International Network (JOIN) – the country’s first virtual jewellery event organised by JTR with the support of the Republic of Turkey’s Ministry of Trade. JOIN, held from February 16 to 18, 2021, attracted participants from 90 countries. A second edition, which took place from April 14 to 16, 2021, recorded a 20 per cent increase in participation compared to the first event, according to JTR figures.
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