Informa Markets Jewellery announced today the rebranding of its two flagship fairs under one powerful identity: JGW (Jewellery & Gem World Hong Kong).
This rebrand reflects more than four decades of exceptional growth. Starting from modest beginnings with just 110 exhibitors and 700 buyers, the fair has evolved into the world’s largest jewellery gathering, now held twice annually. Over its 43-year history, it has grown exponentially – attracting a combined total of nearly 100,000 buyers in a single year from 140+ countries and regions, while the September show achieved a record 3,600+ exhibitors in one edition.
Effective immediately, the June fair − previously known as Jewellery & Gem ASIA Hong Kong − will now be known as JGW June, while the September show − formerly Jewellery & Gem WORLD Hong Kong − becomes JGW September.
This master brand instils greater coherence, consistency and confidence among buyers, exhibitors and industry stakeholders worldwide while reinforcing JGW’s position as the “mother of all jewellery shows,” according to Celine Lau, Director of Jewellery Fairs.
“This rebrand goes beyond a visual refresh. For years, the industry has been working with two separate identities for what are really two parts of the same story. Now, by bringing both fairs under the JGW name, we are making it easier for buyers and exhibitors to see how everything fits together. It means simpler planning, stronger brand presence and a better overall experience − whether they are joining us in June, September or both,” Lau shared.
The rebrand comes at the right time, added Allen Xiang, General Manager for Jewellery.
“The jewellery world has changed dramatically in just a few years. Buyers are more diverse, sales channels have expanded, but one thing remains constant − meeting in person is still where trust gets built,” Xiang said. “This rebrand strengthens JGW’s core mission: Connecting the jewellery world. With Hong Kong as its home and the global jewellery community at its heart, JGW remains committed to fostering the relationships, trust and opportunities that drive the industry forward − today and for decades to come.”
The refreshed logos honour the brand’s legacy while signalling a bold new chapter. Central to the design are the signature fan-inspired rays, each representing gemstones and their symbolic meanings: Sapphire for wisdom and loyalty, emerald for prosperity and harmony, and ruby for courage and power. JGW anchors the wordmark, with Hong Kong proudly displayed beneath, paying homage to the city that launched the show in 1983. Each logo clearly denotes the edition month (June or September) and the stylised “by Informa …” endorsement provides instant recognition and credibility.
The new branding rolls out across all touchpoints, including websites, booking platforms, social media, marketing collateral and on-site signage, starting with JGW September 2026.
What the rebrand delivers
The refresh is designed around three priorities that strengthen the platform’s market positioning and enduring value.
One-brand approach
A single overarching JGW brand with edition-specific identifiers creates immediate recognition and navigational clarity across the jewellery trade fair calendar. This consistent structure helps stakeholders understand the platform at a glance and explore opportunities across both shows.
Tailored timing options
Two editions offer distinct strategic advantages. JGW June is built for mid-year restocking − the essential replenishment opportunity where buyers refresh inventory and capitalise on immediate demand ahead of Q4’s peak trading period. JGW September is built for discovery − where the industry sources for the critical holiday season, identifies emerging trends and uncovers the innovations that will define the year ahead. Together, JGW is more than a marketplace; it shapes where the trade is heading, giving buyers year-round access to what they need, when they need it.
Flexibility and scalability
The framework is designed to accommodate future growth, new partnerships and market evolution without diluting brand equity. By establishing JGW as the umbrella brand, the platform can expand while building on established recognition and trust.
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