Thousands of jewelers and fashionistas, both national and international, gathered at Expo Guadalajara this week for a massive trade show that business leaders said showed the economic power of Jalisco.
The jewelry exposition, called JOYA, is the largest jewelry exhibition in Latin America, organizers say. This year the event took place alongside Minerva Fashion, an event that brings together designers, businesses, academics and students, and an exposition of fashion and accessories called MDM Modoma.
The jewelry exposition, which is open only to wholesalers, brought together about 350 firms and some 15,000 buyers from Mexico, other countries in the Americas, Europe, Asia and the Middle East. Sales can account for up to 20 percent of annual income for some of the participating companies.
The event kicked off Tuesday morning in a conference room at the expo center with the introduction of some industry leaders and government officials in attendance, including Jalisco Governor Aristóteles Sandoval.
Then the lights dimmed, dissonant psychedelic music began to play, and models wearing gold and silver jackets walked into the room. Red, green and purple strobe lights flashed along with thumping electronic music as the models struck poses on a stage decorated with clumps of haphazardly stacked chairs.
Afterward Sandoval spoke about how the event showed the potential for economic development in Jalisco. While Guadalajara is known for its technological sector and the production of tequila, Mexico’s signature drink, the state also has a thriving jewelry and fashion industry, Sandoval said.
“Hoy Jalisco está en moda!” Sandoval said, meaning “Today, Jalisco is in fashion!”
Meanwhile, in the 15,000-square-meter show space on the floor below, jewelers and fashion companies loaded about 650 booths with gold rings and silver watches, colorful beaded necklaces, purses and an assortment of other fashion accessories.
There are also two workshops for entrepreneurs at the event, so small and medium sized companies looking to enter the market or improve their business can work on developing new strategies.
The event is a major reason Guadalajara has been called the “Capital Joyera de América,” or the Jewelry Capital of America, a slogan officially adopted by the city in February.