Luxury, Sparkle, and… Lots of Love – a Report from JCK 2024

Imagine a Super Bowl for the jewelry industry. But instead of a mere trade fair, think of a festival bubbling with creative energy. An authentic blend of luxury and entertainment, business and hospitality, grandeur and beauty. From May 31 to June 3, Las Vegas was illuminated not only by thousands of neon lights but also by the sparkle of the world’s most exquisite jewelry. Describing the phenomenon of JCK and Luxury in a few words is a tall order, but I’ll just say: it’s love.

The organizers of the glittering fair in Las Vegas from the RX team truly “know” experiences. Here, jewelry becomes part of a grand fantasy, and the setting within the legendary Venetian resort was a masterclass in storytelling. Romantic playlists in the background, an Elvis Presley impersonator, wedding chapels, heart-themed gadgets, love stories featured in the fair’s magazine, and a Pride month celebration zone – this year’s JCK experience was crafted around the theme of “LOVE”. And where did my heart beat the strongest? Naturally, among the booths at the Luxury fair!

American Bling

In the States, the saying “more is more” is no myth. This maximalism translates into jewelry as well. While in Poland, a 2-carat piece is considerable, here…it’s merely a modest start. Designs crafted in the USA are bold, opulent, yet sophisticated and luxurious. One of the most significant trends I observed is the combination of colorful gems—tanzanites, tourmalines, moonstones, etc.—into whimsical rainbow arrangements or sweet candy-floss-like blue-pink sets. This vibrant cocktail dazzled me at booths like Izi Creations, AG Gems, and Ariha. On the rise are luxurious pieces featuring handmade elements—I spotted charming Zeghani pendants with hand-painted portraits of adorable dogs. BTW, the claim of this brand is: “Love is in the details”—fitting perfectly into this year’s theme in Vegas. Designers continue to enjoy mixing different metals and textures. Long necklaces and charms, especially on earrings, are making a comeback. The boho-loving West Coast promotes a vintage aesthetic—like something from grandma’s jewelry box—but of course, in a luxe version. These directions will soon be picked up by popular brands and hit the streets—the display cases of Luxury and JCK are like a large crystal ball from which the fairy Agata reads the future of sparkling fashion [laughter]. Jewelry events are those moments when you can see in person the gems that caught my eye on Instagram. It was wonderful to finally admire offline the artistic designs of German Kabirski—a brand I’ve been following for a long time. Among new discoveries (and acquaintances!) was the modern luxury signed by Diego Candelero—soon, we’ll tell you more about this Brazilian brand’s designs!

Diamonds and Stars

I award myself a gold medal for sprinting with a smartphone camera among booths and showcases. During JCK, I broke all content records—inspirations from American fairs will be shared with you for many weeks to come! Knowing that I was among an elite group of ambassadors for such a prestigious event increased my ambition, creativity (and productivity). I caught my breath during coffee breaks in the press room and at JCK Talks. Kudos to my colleague Tracey aka DiamondsGirl for her excellent panel discussion on “The Social Stage” about collaborations with jewelry influencers. A conversation with Botswana’s President Mokgweetsi Masisi about ethical diamond mining and his country’s efforts left many reflections among the participants. Evenings saw media representatives and jewelry brands mingle at networking and charity events. I had the pleasure of attending a beautiful dinner hosted by Eddie LeVian at Diamonds Do Good. The social highlight was the spectacular JCK Rocks Tao Beach event with an energetic concert by the one and only Flo Rida. – In this way, JCK aims to thank industry representatives for their loyalty, positive emotions, and joint celebration of another successful meeting – wrote the organizers in a press release summarizing the fair. This beautiful gesture from the JCK team is a poignant reminder to the shining community that together we create something exceptional. The sense of uniqueness never left me throughout my stay in crazy Vegas. At the Venetian hotel, I felt like a princess. A room with a view of the Sphere concert hall was a touching gift. The scale of JCK is daunting: 30,000 participants, 1,900 exhibitors, 20 different thematic sections—so large that in the program they are called “neighborhoods”. Reporting from such a massive event is a huge responsibility, effort, and adrenaline rush, but—as in love—passion adds strength and compensates for everything.