• Nearly 58,000 buyers from 149 markets cement JGW’s global leadership
• China buyer numbers rise alongside North America, Europe and Central Asia in record-setting show
JGW September (Jewellery & Gem World Hong Kong September) wrapped up yesterday (September 20 2026) shattering post-pandemic records, welcoming 57,632 “unique” buyers during its week-long run across two locations − a 4.5% increase over the previous edition, show organiser Informa Markets announced today.
Staged as a massive dual-venue showcase, the B2B event ran from 14 – 18 September at the AsiaWorld-Expo (AWE) and from 16 – 20 September at the Hong Kong Convention and Exhibition Centre (HKCEC). It featured around 3,000 exhibitors from 46 countries and regions, spanning more than 40 pavilions. The “mother of all jewellery fairs” brought together the biggest names in diamonds, coloured gemstones and pearls, alongside world-renowned jewellers, high jewellery houses, leading equipment and packaging suppliers, and major technology providers.
The fair drew a highly global audience, with visitors arriving from 149 countries and regions. Attendance was evenly split across three key segments, with Hong Kong, mainland China and international markets each accounting for roughly a third of the total visitors. (“Unique” visitors are only counted once regardless of the number of visits they make during the exhibition period.)
Mainland China led the growth story, with visitor numbers climbing 4.5% year on year. Strong gains were also recorded from North America (+24.2%), Europe (+13.4 %) and Central Asia (+42.2%), underscoring the show’s international reach.
“The strength and diversity of buyer attendance reinforces JGW’s position as the leading B2B sourcing destination for jewellery and gemstone professionals worldwide,” said Celine Lau, Director of Jewellery Fairs. “A notable shift this year was a distinct growth in buyers from mainland China, who demonstrated a highly intentional approach to sourcing − arriving with a sharp focus and a clear understanding of exactly what they needed.”
First-tier cities – Guangdong, Shanghai and Beijing – stood out with positive year-on-year growth, accounting for the large majority of Chinese attendees and forming the backbone of China-based participation, Lau said.
Beyond these established core markets, exciting momentum was also evident in emerging regions. The fastest-growing provincial markets included Shaanxi, Jilin, Hebei and Hunan. Most of these high-growth provinces are located in northern inland regions, representing new sources of participation that extend JGW’s reach beyond the traditional hubs of Guangdong, Shanghai and Beijing, she continued.
Across other key markets, attendance from North America and Central Asia also reflected changing dynamics.
“The uptick in North American buyers signals a new normal,” Lau noted. “Despite geopolitical tensions, tariff pressures and high gold prices, buyers are adapting their strategies to meet current market realities. We are also seeing increased participation from Central Asia, where rising demand for materials, machinery and technology is driving growth in the region’s jewellery sector.”
Allen Xiang, General Manager for Jewellery, noted exhibitor feedback on the return of North American and European buyers, including many not seen at JGW since the pandemic.
“Suppliers are reconnecting with customers they haven’t seen in five or six years − buyers travelling from across the globe to rebuild partnerships and find new ones,” Xiang said. “We are also seeing buyers adopt more nimble sourcing strategies. They are placing a strong emphasis on inventory that they can swiftly sell, which allows them to stay responsive in a fast-moving market. It shows how adaptable the industry has become.”
Talent, Trend & Insights
Beyond the bustling show floor, JGW September came alive with an unprecedented lineup of quality programming. The momentum kicked off on 16 September with a celebratory evening that drew over 500 guests to honour the fresh talent driving the coloured gemstone industry forward. This event spotlighted the NextGen Coloured Gem Excellence Awards by JWA (Jewellery World Awards), which recognised 18 rising global leaders redefining the trade. These young trailblazers perfectly balance a deep respect for tradition with a bold drive for change − championing ethical sourcing, investing in knowledge-sharing and leveraging new technologies to build a far more transparent and connected industry. Sharing the stage was the Gender-Fluid Coloured Gem Jewellery Design Challenge, where designers broke the mould to celebrate individuality. In a standout showcase, winning student concepts were brought to life as finished jewellery by Principal Sponsor EJI using gemstones from RMC Gems HK Co, and displayed alongside Professional Track creations. The latter was supported by Taotian Group – Gold & Fashion Jewellery Industry and the International Colored Gemstone Association (ICA).
This celebration of creative talent seamlessly set the stage for the fair’s knowledge sessions, where key industry conversations were brought to the fore. At GEM+, stakeholders in the coloured gemstone sector convened to discuss pressing market trends, from Gen Z luxury consumption and social commerce to sustainability and leadership succession. GEM+ was supported by Principal Partners ICA GemLab and Wilds Company Limited.
The search for industry innovation continued with the Sublime Shine 2.0 showcase, which invited visitors to explore the artistry of metalsmithing through live demonstrations in partnership with the World Gold Council (WGC) and Platinum Guild International (PGI). Meanwhile, the De Beers Group added to these insights by hosting exclusive “Show & Tell” sessions that focused on transparency, provenance and sustainability in the natural diamond pipeline.
The true hub for this intellectual programming was The Stage at the HKCEC, which hosted a dynamic series of expert-led seminars from leading global organisations. This extensive roster included the Diamond Federation of Hong Kong, China Limited; Hong Kong Jewellery & Jade Manufacturers Association; International Fei Cui Jade Association; Japan Pearl Promotion Society; L’ECOLE Asia Pacific, School of Jewelry Arts; PGI; Shanghai International Jewelry and Style District, and Zhengzhou Research Institute, China University of Geosciences (Beijing).
A major highlight of this seminar lineup was a panel titled “The Benefits of Hong Kong as a Gold Exchange Centre for the Jewellery Industry,” hosted in partnership with the Hong Kong Gold & Silver Ornament Workers & Merchants General Union (HKGSGU). Dr. Haywood Cheung, Chairman of the Hong Kong Gold Exchange, delivered the keynote address and was joined by industry heavyweights Kent Wong (Chow Tai Fook), Rex Lam (HKGSGU) and Edmund Chow (Shenzhen BATAR). Together, they explored the city’s position as a global gold trading hub and how it delivers tangible benefits to the broader jewellery sector.
Further expanding the fair’s educational reach, the programming also featured a first-time Mandarin-language Coloured Gemstone Master Class tailored specifically for content creators. Held in partnership with four gemmological institutes (IGI, AIGS, SSEF and Gübelin), the master class covered advanced identification, origin authentication and treatment recognition.
Capping off the week’s collaborative energy, The New Jeweller marked its 20th anniversary at the fair − positioning the event as a cornerstone of its milestone year.
Looking ahead to JGW September’s 2027 edition, the fair will continue its successful dual-venue format, running from 14 – 18 September at AWE and from 16 – 20 September at the HKCEC.
SEASONS delivers
Asia’s Fashion Jewellery & Accessories Fair – SEASONS | Autumn, co-located alongside JGW in Hall 5BC of the HKCEC from 16 – 20 September, likewise delivered impressive momentum of its own, attracting 13,729 buyers − an 11.9% surge over the previous edition − from more than 120 countries and regions.
Recognised for championing the latest in fashion accessories, SEASONS | Autumn spotlighted design-led innovation through signature features like MODE by SEASONS, powered by Fashion by Informa, bringing fresh energy and contemporary edge to the fair’s broader offering.
SEASONS | Autumn’s 2027 edition will once again run concurrently with JGW September, taking place from 16 – 20 September at the HKCEC.
JGW September Website: https://jgw.exhibitions.jewellerynet.com/
Appendix:
Exclusive Interview with Celine Lau, Director of Jewellery Fairs, Informa Markets
In 2026, JGW June (formerly JGA) and JGW September completed their brand unification. At the press conference, you said this was about “making it clearer for buyers to see how it all connects.” What tangible changes have buyers and exhibitors experienced since the consolidation? Has the division of roles between the two shows become clearer?
What we have created is a continuous sourcing journey. It is a roadmap that gives buyers year-round access to what they need, when they need it. It is also a reminder to the global jewellery community that JGW Hong Kong is the best sourcing platform.
From our perspective, we have designed JGW as one marketplace with two distinct editions, each supporting different sourcing needs throughout the year.
JGW June is positioned as the mid-year lifeline − the essential restocking moment where buyers apply lessons from the first half of the year, refresh inventory and capture immediate demand before Q4’s trading frenzy hits. Crucially, it also serves as the primary ordering window for those placing larger-volume orders who require sufficient lead time to ensure delivery ahead of peak season. For these buyers, June isn’t merely a preview − it’s where commitments are made and production timelines are locked in. For manufacturers, it’s the perfect time slot to source materials for their Q4 collections.
JGW September is the largest and most important B2B buying event in the jewellery trade show calendar, designed specifically for discovery. This is where the breadth of innovation is showcased, where buyers finalise procurement for the holiday season and where they identify and earmark the collections they will need for the year ahead. September is about exploration, trend-spotting and informed planning for future seasons.
You have repeatedly emphasised that the core value of physical trade shows lies in the fact that “you cannot judge a gemstone through a screen,” because “colour changes with light and clarity can only be seen in person.” With digital sourcing platforms becoming increasingly sophisticated, how does Informa quantify the actual business returns generated by this “irreplaceability” of physical shows? Is there data to support what proportion of buyers’ purchasing decisions are completed on-site at the shows?
The results from JGW September 2026 provide compelling evidence. We welcomed 57,632 unique buyers across the week-long event at both locations − a 4.5% increase on the previous edition and our strongest post-pandemic performance to date.
The attendance growth confirms that physical shows remain the cornerstone of serious procurement in the jewellery trade.
Regarding on-site purchasing data, we collect feedback from exhibitors about transactions and commitments made during the event but the most detailed insights into conversion rates and deal completion reside with the exhibitors themselves. Additionally, some transactions are finalised in the weeks following the show, with buyers and sellers concluding negotiations initiated on-site.
You mentioned that buyers from Mainland China “came well-prepared, demonstrating highly focused product interests and sourcing objectives,” while growth was notably strong in northern inland provinces such as Shaanxi, Jilin and Hebei. Does this suggest that the profile of Mainland Chinese buyers is evolving from traditional coastal traders toward a more dispersed and specialised regional buyer base? Will Informa adjust its future buyer recruitment strategy in response to this shift?
We are always refining our approach to attract quality buyers and we welcome that evolution. We are committed to bringing in serious B2B buyers from every corner of the world, China very much included. In China, our promotion extends beyond first- and second-tier cities. We have built the best sourcing platform and we are ensuring the right people know about it.
Informa Markets Jewellery’s global portfolio spans 15 shows across 10 cities. Beyond the JGW Hong Kong flagship, what indicators do you weigh most heavily when assessing the potential of shows in emerging markets, such as JGTD (Dubai) and the shows in India? Regarding JGTD, you noted that buyers are “taking a more strategic approach to sourcing” due to high gold prices. Is this also reflected in other regional shows?
The industry is global by nature. Stones are mined on one continent, cut on another, set into jewellery on a third and sold everywhere. Each market operates with its own rhythm and needs, which is why we launch sourcing events in direct response to the jewellery community’s demand. We go where the buyers want us.
As for the broader complexities the world is facing right now − high gold prices, economic uncertainty, geopolitical shifts − these pressures extend far beyond jewellery. What we are observing across our portfolio is a community adapting to what I would call the “new normal.” Buyers are prioritising versatility, wearability and value, which are practical responses to today’s economic realities. Purchasing decisions are less about impulse and more about intention. This mindset isn’t unique to Dubai. It is a pattern we are seeing across markets globally.
In 2027, Informa and MCH Group will launch the Basilia Jewellery & Watch Fair in Basel, which you have described as a “curated, full-spectrum portfolio.” It will be very different from the discontinued Baselworld. In launching a new show in Switzerland, a market with an established tradition of strong watch fairs, what is Informa’s differentiated entry point? From the JGW experience, what can be transplanted to the European market and what must be rethought entirely?
Basilia is targeting a broader buyer base, including independent retailers and emerging markets across Europe and beyond. Our focus is on diversified B2B jewellery and gemstone sourcing, anchored by a strong presence of major Asia-based suppliers and a curated selection of boutique timepiece brands. We cater to buyers seeking variety across the full spectrum, from aspirational to ultra-luxury. There’s genuine room in the market for multiple events serving different needs.
What translates from Hong Kong? The relentless focus on the buyer journey. What changes? Everything else. Europe demands its own approach and we are building Basilia from the ground up to deliver exactly that.
Appendix:
Video interviews by Gem Spectrum as the supporting media of JGW during the show.
Dr. Wuyi Wang, Senior Vice President, Research and Identification of GIA talks about inclusions, fluorescence, gemology and GIA research.
More articles on JGW and other shows by Informa Markets:
https://gem-spectrum.com/tag/informa-markets
