Ernie Romers· Premium Member
Discussion Starter · #1 ·
Hong Kong, September 10, 2010
House of VOILA withdraws from September Hong Kong Jewellery & Gem Fair 2010
The House of VOILA announced its withdrawal from the 2010 September Jewellery & Gem fair scheduled for September 14 - 20, 2010. The fall out occurred after the organizer forcefully altered VOILA's brand identity at the 2009 exhibition.
VOILA is Hong Kong's leading luxury timepiece brand and has consecutively participated at the September Jewellery show since 2003. Branding is an integral part of tradeshows and the success of VOILA is the consistency it maintains in exhibiting its brand identity at various events.
The show organizers defaced VOILA stand and forced upon it a purple - pink signage in midst of the 2009 tradeshow; to this date the dispute remains unresolved pending further investigation.
The fair's International Premier Pavilion (IPP) exhibitor list also shows 40% of International luxury brands have dropped out or not renewed their contracts for 2010 exhibition, further proving VOILA's decision to withdraw is substantially sound.
Although the fair self proclaims to be the world's largest; being the biggest does not necessarily mean being the best. The fair management has clearly failed to understand this. With brands pulling out, the organizers should seriously start questioning themselves; are they genuinely the world's number one jewellery event?
The House of VOILA is a vertically integrated design, development, and distribution studio using globally sourced components with production in Switzerland.
Designed by Roger Khemlani, VOILA, a renowned French expression, meaning "behold" in an exuberant way, is branded on revolutionary timepieces with elements of a "WOW" or "SURPRISE" in them. Since its inception in 2002, VOILA collections have found their balance in artistry and precision engineering and are proudly leading today's design revolution in wrist-art.