SIERAAD 2011

SIERAAD Art Fair: looking, experiencing, enjoying, buying and coming back next year!

The 10th edition of SIERAAD Art Fair, held in the Amsterdam Gashouder from 3 through 6 November, recorded a brilliant result. No fewer than 6,600 visitors came to the Art Fair which, compared to 2010, represents an increase of 11%. People come to this fair with a specific goal - to look, to enjoy and to buy, for the number of purchases rose by 25% as well. Purchase prices varied from a few tenners to some thousands of euros.
The special exhibitions of the international design contest New Traditional Jewellery, of young talent from the academy and of the ‘auteurssieraad’ under the name of INSPIRATIONS also drew a lot of attention.

According to fair director Astrid Berens the influence of the recession was negligible. “It is remarkable that many visitors had reserved a budget beforehand. Most of them have been to SIERAAD before and come with the idea of buying something. Often they save up for this during an entire year”.
60% of the visitors are women and 40% are men. We find that couples mostly come during the weekend, and then it becomes obvious that men too enjoy looking around at this fair”. The average time visitors spend at SIERAAD is 4.5 hours. The direct contact with the designers is one of the most attractive aspects for visitors. The enormous variety in styles, ranging from the more traditional to explicitly artistic and experimental, also forms an inspiration for each visitor to find something to his own taste.

SIERAAD is a platform for new talent and also highlights special designs. The New Traditional Jewellery contest had 5 winners, each with an entirely personal design within the theme of True Colours. These jewellery designers came from Korea, Bulgaria, England, Switzerland and Holland. Young starters are offered an opportunity as well to present themselves to the public.

For the organisation of SIERAAD Art Fair, EMB&B Events, the location has obvious advantages. The Westergasfabriek complex is suffused with creativity and dynamics. This is precisely the place where designers from all over the world feel at home and which forms a beautiful backdrop for their work.

In 2011 SIERAAD Art Fair will celebrate its 10th anniversary. The anniversary edition will take place from 3 through 6 November 2011. SIERAAD Art Fair is a must for every lover of art and artistic jewellery. It is clear that the event fills the need for individual expression.

Information SIERAAD Art Fair 

DID YOU KNOW:
- 22% more visitors than in 2009 paid at the information counter with PIN and/or credit card.

- Please note! Not only was the number of transactions much higher than last year, total expenditure was many times higher as well and keeps rising every year.

- One out of every 5.5 visitor did actually buy something at the fair. This number also rises every year.

- Our site was revised just before the fair, which led to an explosive number of visitors to the site. There were days with more than 13,000 hits per day in September/October and in November there were 50 to 60,000 hits per day, which are enormous numbers. SIERAAD Art Fair is saved as a favourite 153.9%, far more than 100% because people may save more than one page in their favourites.

- More and more national celebrities find their way to SIERAAD! 

- Many orders were placed and customers often paid cash. Apparently people save up in order to seize their chance during SIERAAD. Also interesting to know is that Dutch customers also place orders with our participants from abroad.

- For everyone who asked us and has by now forgotten: the plants at the fair were pink cyclamens. 

- There has been a lot of free publicity around SIERAAD; a number of special actions in magazines plus a number of items supplied courtesy of some participants; among them: Nouveau, Viva, Flair, Libelle, ZIN and Yes. 

- Four television programs paid ample attention to SIERAAD: AVRO’s Kunstuur, RTV Noord Holland, MAX channel, while during RTL Boulevard Leco mentioned the fair as an event not to be missed! All these can be found on our site under news (unfortunately, this is not possible for RTL Boulevard).

- We also had TV commercials on Nederland 1 and 3 and radio commercials on Radio 1 and 2.

- This year posters were also put up in Utrecht and Amersfoort, apart from in Amsterdam and Haarlem.

- There were people who used the PIN machine no fewer than six times! 


6 REASONS WHY 

For all contemporary jewellery designers who are still debating whether or not to participate in SIERAAD 2010
6 reasons why not to miss this fair:

1. Consider the results of the 2010 edition – the turnovers realised by the participants (100% net revenue) rose by 39% compared to the 2009 fair. In general it can be said that almost all exhibitors make a profit on the sales of new, but also older work. Can you afford not to seize such an opportunity with both hands? Invest in your own professionalism!

2. In the course of four days the fair attracts people connected with museums, gallerists, trendsetters, stylists, collectors and an affluent public – all people of consequence.

3. During these four days you can considerably develop your network.

4. Direct contact between artist and (potential) client leads to a proven increase in sales.

5. SIERAAD is a fair with style, with a clever mix of very diverse but top-quality work, which guarantees some inspiring and pleasant days with colleagues.

6. If you think the stands too expensive, have a close look at what you get in return and put a price tag on it – the high quality of the surroundings that you are part of during four days, all the publicity, the catalogue, etc. Here too the saying holds: nothing ventured, nothing gained.

Organisation

EMB & B Art Events & Foundation Art in Business & New Traditional Jewellery
Astrid Berens & Maarten Bodt
Leersumseberg 28
3825 EC Amersfoort, The Netherlands

Telephone : 00 31 (0)33 4337009
Fax: : 00 31 (0)33 4766296
Mobile : 0031 (0) 6 53 39 36 26