The Singapore International Jewellery Expo (SIJE), owned and managed by IEG Asia Pte. Ltd., announced today its refreshed brand identity, marking a significant milestone for the show’s 2026 edition.

As one of Asia’s leading luxury jewellery exhibitions, SIJE brings together more than 250 of the world’s most exceptional jewellers and watchmakers in one destination, for all visitors. The rebrand signals an exciting evolution for the event, which will take place from 9 to 12 July 2026 at the Sands Expo and Convention Centre.

The transformation consists of a refreshed logo and an updated visual identity, which includes brand colours and contemporary imagery, reflecting SIJE’s commitment to creating an inviting and discovery-driven experience for visitors and exhibitors alike. The refreshed logo showcases a modern font style with diamond iconography. SIJE’s new brand colour features a rich, deep purple, chosen specifically for its significance to luxury and royalty.

The new brand identity will be introduced across all of the show’s communications and fully integrated throughout both exhibitor and visitor journeys—from its marketing and digital platforms to the physical exhibition environment on show days.

A New Chapter Rooted in Discovery
The rebrand is anchored in SIJE’s new brand manifesto, which places discovery, accessibility, connection and confidence at the heart of the show’s experience.

Ilaria Cicero, CEO of IEG Asia, said, “Every meaningful discovery begins with a journey. At SIJE, that journey opens the door to the world’s finest jewellery and timepieces, brought together so visitors can explore, compare and choose with confidence—all in one comfortable and convenient destination, the Sands Expo & Convention Centre, located at Marina Bay Sands.”

Over the last two decades, SIJE has welcomed collectors, connoisseurs, industry professionals, and luxury enthusiasts from across Asia and beyond. The refreshed identity reflects the show’s continued ambition to be Asia’s main destination where global craftsmanship meets a modern, curious audience seeking to discover the new and trending, beyond traditional retail brands.

“This rebrand represents the next phase of our journey by creating a more contemporary, engaging and welcoming environment that reflects how today’s audiences explore and experience luxury,” added Dr Ilaria Cicero.

A Reimagined Visitor Experience
Beyond visual changes, the 2026 edition will also introduce a refreshed event programme and exhibition layout, designed to enhance exploration and create a more intuitive flow throughout the show.

Visitors can expect:
• A thoughtfully curated showcase of international jewellery houses, independent watchmakers, and technological innovations and equipment;
• Improved navigation and discovery zones within the exhibition, including hospitality areas;
• New programme elements that encourage deeper engagement with craftsmanship, design and innovation;
• Enhanced use of digital platforms to better match buyers with exhibitors;
• An extensive Visitor ‘Xperience’ programme including Singapore hotels, attractions and F&B deals with the SIJE entry badge.

Luxury That Feels Inviting
At the heart of the new SIJE identity is a simple philosophy: new luxury should feel inviting, not intimidating—a journey shaped by curiosity, guided by knowledge, and enriched by choice.

Whether a visitor travels across the globe or just across the city, each arrival is marked by a purpose—a milestone, selecting a meaningful gift, or simply discovering something extraordinary. SIJE presents access to what truly matters—connecting beauty, craftsmanship, and time well chosen—a journey to discover the world’s finest.