Organisers of the first permanent jewellery event in Las Vegas this spring say they hope the expo will not only help boost their business, but also support the many new and established suppliers looking to add permanent jewellery to their services on a long-term basis.
Sunstone Engineering, which offers permanent jewellery supplies as part of its welding and engraving supplies business, is hosting the Permanent Jewellery Expo (PJX) from 30 May to 1 June at Caesars Palace in Las Vegas. The event, which costs $795 for early registration, is aimed at permanent jewellery artists and business owners, says Andy Jensen, Sunstone’s marketing director.
Jensen says PJX will have three main pillars in its first year: education, networking and a marketplace for equipment and supplies. He believes the most important part of the event will be the educational opportunities for show attendees looking to start or run a jewellery business.
“We’re adding a level of professionalism to the trend,” says Jensen. “We don’t want to be a passive participant in the establishment of permanent jewellery businesses. We want to help promote it and see it grow.”
Permanent jewellery – also known as getting zapped or linked in jewellery stores – has become huge since it started appearing on reality TV and social media. It’s become so popular that brands are hosting permanent jewellery events for special occasions, as well as pop-ups or permanent installations in jewellery stores.
For example, Aurelie Gi, Chic Pistachio’s demi-fine luxury jewellery brand, recently held a “Permanent for Paws” benefit in New York City, showcasing Aurelie Gi’s For Keeps collection and raising more than $3,000 for dog rescue charity WE ACT. The event featured jewellery influencer Ashley Davis at the Seven store in the West Village.
Jensen says Sunstone first noticed the trend when more people started ordering welding equipment to make permanent jewellery. Sunstone began researching and talking to customers, and even joined a permanent jewellery group on Facebook. That’s where an unofficial poll was taken to see if people wanted a conference, and PJX was born, says Jensen.
“The great thing about this trend is that you have young people coming into your store and doing it. They probably record it for their Instagram and then all their friends come in,” says Jensen. “[Young consumers] are looking for someone who can talk about jewellery and fashion, and who better to do that than jewellers?”
PJX will feature more than two dozen classes taught by jewellers who make permanent jewellery to help others start a business, learn new skills or develop programmes that promote permanent jewellery, says Jensen.
The expo will open with a welcome reception for networking, and all attendees will be eligible to receive a limited edition permanent wristband on the spot, says Jensen. Registration also includes breakfast and lunch on Wednesday and Thursday, as well as access to classes and the PJ Marketplace.
Jensen says that Sunstone is working on securing a keynote speaker for the event who can motivate jewellers and the permanent jewellery business even more for the future. Details of the speaker will be announced soon, he says.
The PJX Advisory Board includes Shari Tammietti, Danielle Watt, Cat McDonald, Angelique Frenlund, Kristin Ramey, Amy Dixon and Paulene Everrett. Sunstone is the main conference organiser. After 1 April, registration is $995 per person.
