It is the 4th time that I have visited Basel Show. Over this period I have found many evidences that the Show has every right to be called the main event in the world of jewellry and watch industry. Participation in the Show is not just prestigious but profitable for the exhibitors. Each year the stands occupy the same position which makes it much easier for experienced visitors to find a location. More than 90% of exhibitors confirm their participation for the next year, and being on the waiting list can take years to receive a place. No Russian enterprise has yet been able to receive its own stand despite the many attempts.

While at the Show it occurred to me several times that our jewellers are not any less skillful and can make almost any kind of jewellry presented here. And some items could astonish our international colleagues. To find an answer to the question I decided to get in touch with the Show organizing committee, establish some contacts, "sneak around".

One of my very first discussions last year was at Basel-98 with one of the show executives responsible for the international participant expositions. It helped me to clarify many details.

The waiting list does exist and getting a place can take 3 to 5 years. The process can be shortened, however, by applying for a national exposition including several companies rather than one. It is also advisable to get official support from a government or non-government organiztion focusing on the import of Russian production. All this together can increase chances of getting a place. With the application made before July 1999 there is even a possibility of participating in Basel-2000.

This is how, through national stands, jewellers of Thailand, Israel and some other countries were able to participate in the Show. This year became the first for three more countries, India, Peru and Bahrain. Such is the policy maintained by the Show administration.

This year the second-time talks were conducted concerning Russian participation. The talks were handled on behalf of "Aurum" Association. The Show administration confirmed their interest in the matter and we were able to discuss the details of preparation and other organization points. We have learned that three more Russian groups put forward the suggestions to create a Russian stand. The news was very encouraging: not only Aurum considers the forum participation a challenging opportunity.

However, we were surprised. As a matter of fact, as early as in March our magazine addressed all Russian companies interested in organizing a Russian stand at Basel-2000. We suggested joint application so as not to produce the impression of dissociation in the industry, which could damage the image of Russian enterprises.

I suppose that it is this very inability to work together as one team that is a source of our many problems. It is of no doubt that such kind of cooperation is difficult for competing companies but this seems to be the only way. Ambition can cost dearly, in our case it is several years of waiting and millions of dollars of possible profit.

Taking all this into consideration, Association of Jewellry Market Members Aurum is once again taking an open position. Once again we are inviting all who are interested to participate in the creation of a joint Russian exposition at Basel-2000. We are open to share information resources, work out common policy and combine our efforts for international market outlet.

Jewelry Review
1999, № 5(8), May

Sergey Fedorov,
the executive director
of the Firm "Cemes".