Jewelers of America (JA), the national trade association for businesses serving the fine jewelry marketplace, hosted its biannual trade show from October 26–28 at the Javits Center in New York. The event, branded as “JA New York,” brings the East Coast jewelry industry together for “three focused days of buying, trend spotting, and networking.”

JA describes the event as an “order-writing” show, with attendees eager to find suppliers and open new accounts. In fact, 68% of attendees shop JA New York exclusively, and 70% have active buying roles. Most buyers serve clientele from regions with the highest per capital income in the United States, and 42% report annual sales of more than $1 million. While 50% of US jewelry retailers in attendance are within a driving distance of New York, suppliers from 49 countries exhibit at the show, ensuring global representation of fine jewelry.

In total, JA New York features more than 300 jewelry brands, designers, manufacturers, and rising stars reflecting every taste, style and price point. Suppliers offer more than 30 product categories, from loose diamonds and fine jewelry to watches and engagement rings. Some exhibitors are grouped under special pavilions: the “Premier Collection” houses the most prestigious brands and manufacturers, the “Trends Pavilion” showcases the current styles that consumers seek, and the “Designer” pavilion displays creations from the industry’s most renowned designers and emerging jewelry artists. Educational programming is another component of the show. At the October event, industry experts led sessions on partnering with charitable organizations, leveraging AI to boost the fine jewelry business, and navigating the shifting landscape of tariffs and US trade policy.

JA New York exhibitors benefit from the event’s “aggressive and comprehensive” marketing strategy that targets buyers before the show. This includes more than one million emails reaching target retail sectors, 250,000 pieces of paper mail to buyers across the country, 40,000 phone calls extending invitations to key buyers, and 35 full-page ads in major industry publications.

Suppliers looking for additional promotional assistance can explore JA New York’s sponsorship opportunities. Packages include branded decals on the show floor for $800; branded napkins, cups, and signs at the self-serve coffee station for $8,000; and branded napkins and a logo display at the Cocktail Happy Hour bar for $67,500. JA New York also welcomes proposals for custom partnerships, and a variety of digital media packages are available for as low as $100.

Foreign suppliers are a central part of JA New York, which maintains a dedicated international pavilion. While Taiwanese firms did not exhibit at the October 2025 event, two Chinese companies and more than 25 suppliers from Hong Kong were present. Taiwanese suppliers should consider exhibiting at JA New York in the spring, if for no other reason than to remain competitive in the American jewelry market.