Despite being a significant platform for branding and business growth for a century, Baselworld is facing the challenge of slashing exhibitors in recent years. Huge entry costs, mismatched values between exhibitors and the show and changing business directions of companies are some of the reasons behind.
Copenhagen-based jewellers Shamballa Jewels chose not to follow the Baselworld path in 2017 and held its own private exhibition at a hotel in Basel during the show period in order to be more in line with its identity and vision.
Founded in 2005 by the Kornerup brothers, Shamballa Jewels is renowned for the Shamballa bracelet featuring ancient macramé technique and gold, diamonds and precious gemstones, expressing a cordial mix of Eastern philosophies, Nordic craftsmanship and Scandinavian design.
“This is part of a long-term strategy that we believe it will strengthen our global positioning within the fine jewellery industry, pushing the boundaries of what is known as archetypal luxury,” global PR manager Isabel Boyschau Hansen told Hong Kong Jewellery. She said Baselworld is fast-paced and quite stressing. “That is not in line with Shamballa’s ‘way to be’. That’s why we want to work on a model where we have more quality time with our business partners,” she added.
The new setup with additions to two main collections at Les Trois Rois has received very positive response. “Conqueror of Love is very fresh with tones of green and blue turquoise and emeralds. Realm of Compassion has a much more rock’n roll feel full of black diamonds, black jade, grey sapphires and rubies,” Hansen added.
“We dare to be different and open-minded, and as for last year, we dare to do it again – by not displaying at Baselworld. We are not closing our doors, on the contrary, we are opening new ones,” she said. (Photo courtesy: Shamballa Jewels)
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