Business & Money | Wednesday 16 March, 2016 4:45 am |

Sharjah’s best known biannual event is set to spring a big surprise for jewellery lovers this season.

Celebrating 40 glorious editions, the MidEast Watch & Jewellery Show will present a festive atmosphere and an exclusive jewellery showcase, which will catapult Expo Centre Sharjah into a focal point of global jewellery industry from April 5 to 9, 2016.

Visitors can expect to see an all-new show, right from scintillating ambience and elaborate decorations to live music, besides specially chosen gold and diamond jewellery from the best of the world’s leading jewellery chains and master craftsmen.

Ahead of the celebrations to mark the 40th edition of its flagship show, Expo Centre has unleashed an intensive promotional campaign, which includes a unique branding initiative with Air Arabia and special ad campaigns.

“It is going to be a memorable experience and a landmark event for the global jewellery industry. We are embarking on a promotional drive which will ensure that we are in constant contact with the customer at all point of time and includes the airline branding, a heavy online component, television, radio, print, events and other offline media,” said Mr. Saif Mohammed Al Midfa, CEO, Expo Centre Sharjah.

The 40th MidEast Watch & Jewellery Show will feature nearly 500 exhibitors from across the world, featuring the region’s largest gold and jewellery showcase, National Pavilions, customisation & gifting options and incredible prizes in daily raffle draws.

Visitors will be able to admire a wide range of finely crafted necklaces, bracelets, earrings, rings and other items & accessories, hundreds of new designs, exotic collections, retro works, rare jewellery and signature creations.

“Inside the halls, we will literally roll out the red carpet to exhibitors, visitors and industry representatives. The halls will be tastefully decorated while every stall in all the six halls of Expo Centre will sport unique designs that suit the occasion. There will be musicians playing live music that will set the tone for the celebrations,” added Mr. Midfa.

Literally taking the show to the skies, the Air Arabia branding deal will utilise every possible channel right from the airline’s livery to food trays, seatbacks, and in-flight magazines & videos for introducing the event and its uniqueness to each and every passenger.

“Air Arabia, the region’s largest low cost carrier, flies to over 101 destinations across the Middle East, North Africa, Asia and Europe and the branding exercise will offer us a highly targeted captive audience, global reach and a high frequency of exposure,” said Mr. Midfa.

The show promotions can also be seen, read, liked and shared in social media, newspapers and general & niche magazines, radio spots and shopping malls, primarily focusing on use of online and offline tools to engage and excite consumers.

MidEast Watch & Jewellery Show already has plenty of superlatives to boast of – it is longest running and most popular jewellery event, is the only such event that is held twice a year and sees a close to 90% exhibitor retention rate. Now, it has another reason to celebrate – the landmark 40th edition.

The show will be held from 5 to 9 April at Expo Centre Sharjah and the exhibition timings will be from 12 noon to 10 pm daily, except Friday, 8th April. Friday it will be open from 4 pm to 10 pm.  There will also be exclusive ladies only timings from 12 noon to 4 pm on Wednesday, 6th April.  The admission is free for all.