JB Insights
IIJS Premiere 2025 to Set Record with Global Reach and a Strong Focus on Sustainability
Nirav Bhansali, Convener – National Exhibitions, GJEPC, speaking to JewelBuzz, highlighted the impressive scale of IIJS Premiere 2025, the energy and enthusiasm fuelling its preparations, the aggressive promotional strategies driving its reach, IIJS Promise and the comprehensive ESG initiatives that underline GJEPCs commitment to sustainable and responsible growth.
Size and scale of IIJS Premiere 2025
We are very excited about the upcoming edition of IIJS Premiere 2025, which is generating considerable enthusiasm and energy across the industry. This will be the largest-ever IIJS Premiere, featuring 2,200 participants and over 3,800 booths.
Beyond its scale, the show will see notable expansions across key segments. The colorstone and silver sections are both being significantly enhanced to better showcase the depth and diversity of offerings. The Select Club is also expanding to 313 booths, reflecting growing interest from leading brands. Additionally, the machinery section has grown impressively and will now host over 400 booths.
Overall, this edition will not only welcome a number of new participants, but also see many existing exhibitors increase their booth spaces, underscoring the continued confidence and commitment of the industry to the IIJS platform.
Robust attendance from domestic and international visitors
We are confident of achieving strong attendance at the upcoming edition, projecting around 65,000 visitors from approximately 600 to 800 cities across India. In addition, we anticipate a significant international presence, expecting at least 15 official delegations. Around 3,000 to 4,000 international visitors are expected from 60 countries.
Most of the key markets that traditionally participate in IIJS are confirmed to attend. This includes visitors from the United States, countries across the Asia Pacific region, and the MENA region, as well as the entire GCC. Notably, we will be welcoming a sizeable delegation from Saudi Arabia, alongside delegations from Bangladesh, Sri Lanka, and Nepal. Will be welcoming a delegation from the UK, as well as delegations from the Far East, including Thailand, Vietnam, and Korea.
Overall, these projections reflect the show’s strong international appeal and its critical role as a premier networking and sourcing platform for the global gems and jewellery industry.
Multi-faceted promotional campaign
For IIJS Premiere 2025, we’ve launched an extensive and multi-faceted promotional campaign designed to maximize reach and engagement. Our strategy integrates both traditional and cutting-edge approaches to ensure no stone is left unturned in attracting key buyers and visitors.
We’re executing a robust schedule of roadshows, including international roadshows, specifically targeting global attendees. Simultaneously, our door-to-door campaigns are reaching out to a broader local audience.
A significant focus this year is our digital presence. Recognizing the increasing savviness of the new generation on social media and digital platforms, we are significantly intensifying our efforts on the digital front. This shift ensures we are effectively engaging with contemporary audiences. Our approach is a 360-degree promotional platform, leaving no channel unutilized.
This comprehensive outreach includes leveraging call centers, WhatsApp messaging, and Instagram messaging, among other diverse communication channels. Through these varied methods, we are actively reaching out to every single prominent buyer relevant to IIJS Premiere 2025, ensuring maximum participation and success.
Knowledge sessions
We’re excited to announce that InnovNXT will run concurrently with IIJS Premier 2025, offering an invaluable addition to the exhibition experience. This dedicated knowledge and networking platform will host three to four sessions daily over the five-day event.
InnovNXT is designed to provide attendees with much more than just business opportunities. Participants can expect to learn extensively, foster new connections, and explorecollaborations. The sessions will offer significant takeaways, not only enhancing business prospects but also enriching attendees with valuable industry knowledge and expanding their professional networks.
IIJS Promise
We are proud to introduce a new initiative called the IIJS Promise. Beyond facilitating business opportunities, we have identified key areas that directly influence the convenience, comfort, and overall experience of our exhibitors, visitors, and participants. By focusing on these critical aspects, we aim to make participation at IIJS truly seamless and stress-free.
Under the IIJS Promise, we are committing to measurable service standards to enhance ease of business: Fastest access and exit to and from the show, ensuring minimal wait times*Rigorous cleanliness standards, with venue facilities, including restrooms, cleaned and maintained every 20 minutes to provide a consistently pleasant environment* Booths fully set up and operational from the very start of Day 1, allowing exhibitors to focus entirely on business without last-minute delays.
ESG and sustainability
We will continue to strengthen our sustainability initiatives. So far, over two lakh trees have already been planted, and we are targeting an additional one and a half lakh trees this year, bringing the total to three and a half lakh trees. Over their lifetime, these trees are expected to generate an estimated ₹50 crores in economic value for marginalized farmers through the produce of fruits and vegetables.
In parallel, we are eliminating the use of flex prints across the show and transitioning entirely to digital or eco-friendly printing solutions. IIJS will also be powered by green energy, and we are committed to recycling plastic bottles and going paperless as far as possible to further reduce our environmental footprint.
These efforts reflect our long-term vision to not only grow the event’s scale and reach but also ensure it contributes meaningfully to environmental sustainability and social impact.By 2030 or 2032 we hope to be carbon neutral.
I’m extremely optimistic about the continued strong performance of the Gems & Jewellery industry. I believe the upcoming IIJS Premier 2025 will play a pivotal role in uplifting market sentiment, setting a positive tone for the entire sector for the remainder of the year.
IIJS Premiere 2025
The 41st edition of IIJS Premiere will be held across two prominent venues in Mumbai:
- Jio World Convention Centre (JWCC), BKC from 30th July to 3rd August 2025
- Bombay Exhibition Centre (BEC), Goregaon from 31st July to 4th August 2025
- 2,200+ exhibitors across 3,800+ stalls
- 65,000 visitors from 800+ Indian cities and 60+ countries expected
- 135,000+ sq. mtrs. of exhibition area
JB Insights
The Woman Wearing The Diamond Was Never The One The Ad Was Talking To
Disha Shah, Founder & Designer, DiAi Designs Says That The Brands That Shift From “She Deserves It” to “She Chose It” Won’t Just Win Cultural Relevance – They’ll Own The Future Of Jewellery Marketing.
Indian jewellery advertising has always centred the woman. She has been the face of every campaign, draped in gold, luminous at the occasion, receiving the gift with practised grace. What she rarely was, until recently, was the intended audience.
The creative language of the category was built around a genuine economic reality. For decades, the buyer in Indian fine jewellery was the patriarch, the husband, the father, the family elder making a financial decision on behalf of a woman whose purchasing autonomy was limited. Advertising followed the money. The gift reveal, the bridal close-up, the family approval shot: these were not arbitrary creative choices. They reflected who held the purse strings, and they became so embedded in the category’s visual grammar that they outlasted the conditions that created them by an entire generation.
That structural reality has now reversed. Jewellery purchases now extend beyond weddings and festivals to daily wear, driven by financially independent working women. The self-purchasing woman is no longer an emerging segment; she is the category’s fastest-growing buyer, approaching the decision differently from the buyer the industry originally designed itself around. She is not waiting for an occasion. She is not waiting for someone to present a box. She researched the piece, chose it, and bought it because she wanted it.
The advertising, for the most part, has not caught up.
Some brands are beginning to recognise this. CaratLane’s #WearYourWins movement and Tanishq’s sustained push toward the “woman as decision-maker” are meaningful steps. But what makes these campaigns commercially smart is not just cultural alignment. Research from Harvard Business School finds that women systematically provide less favourable assessments of their own performance and potential than equally performing men. This documented self-promotion gap persists even when women know they have outperformed others. Campaigns that actively celebrate female self-recognition are not just filling a creative gap. They are responding to a behavioural reality that has gone largely unaddressed in the category. The brands doing this well are not being progressive for their own sake. They are being accurate about who their buyer is and what she needs to hear.
Look at the Women’s Day 2026 campaigns across the industry. The conversation is clearly starting to pivot. Brands are finally stepping away from the usual gifting tropes and reframing jewellery as a tool for personal milestones and self-expression. But these remain exceptions. The dominant campaign language of Indian jewellery- the gesture, the reveal, the woman being seen rather than deciding- has not structurally changed.
The media mix tells the same story. Titan leaned heavily on television in FY25, with ad volume surging to 77% of its mix, a broadcast medium built for household reach rather than the individual, financially independent woman who now represents the category’s fastest-growing buyer.
Meanwhile, digitally native BlueStone achieved 50% of online jewellery ad volumes on a budget nearly ten times smaller than Titan’s. The channel that reaches the self-purchasing woman directly is delivering outsized results on a fraction of the spend. The implication for where the industry should be directing its creative attention is fairly clear.
Consider what a brief genuinely written for this buyer would look like. No occasion in the shot. No second person in the frame presents anything. The opening line is not “for the woman who deserves to be celebrated.” It is “she saw it, she wanted it, she bought it.” The product earns its place not through sentiment but through desire. The copy does not explain why she is worth it. It assumes she already knows. That is not a tonal adjustment. It is a fundamentally different creative architecture, and very few briefs in this category have been written that way.
The LGD category has a specific opportunity here that established houses do not. Without decades of legacy campaign language to protect, an independent designer in this space can build advertising from a blank page, one written entirely around the woman who is actually making the purchase. The brief does not have to accommodate inherited assumptions about who the buyer is or what she is waiting for. That is not a small advantage. In a category where the dominant creative language was built around a buyer who is no longer the one making the decision, starting without that inheritance may be the most powerful creative position available.
The woman wearing the diamond has always been visible. What is changing now is who gets to decide. The brands that build their creative around that reality will not just be more culturally relevant. They will be better positioned for every year that follows. The advertising has not caught up yet. But the buyer already has.
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