JCK Las Vegas 2025: My Journey from Amsterdam to the Show Floor
From Amsterdam to Vegas: Landing in a World of Sparkle
It was a night flight that took me from Amsterdam to Las Vegas. I arrived, grabbed a taxi, and headed straight for The Venetian. After a quick check-in, it was already time to go to bed again. Because in the morning...
I woke up early on the 6th of June. With a sense of calm, I got myself ready and headed towards the show around 9 am. If you have never been to The Venetian, you should know it is enormous. With over 7,100 suites, dozens of restaurants and shops, and a constant background buzz of slot machines, it's a world unto itself.
Walking through the familiar halls of the hotel, I saw the usual "Ask Me" signs held up by dozens of helpful staff. It felt like I had never left. The show entrance was right there in the same building. I walked into the Press/Media Room and was greeted warmly by Nicole Wong and Jen Cullen Williams, who were there to support hosted press and help with anything we needed. Soon enough, familiar faces joined me and the excitement truly began.
Wandering the Floor and Catching the Buzz
Over the next three days, I wandered. I attended talks, events, and spent hours exploring. As always, there's never enough time to see it all. The show is that big. With over 1,800 exhibitors, it's easy to feel overwhelmed, especially for those who have never attended a trade show before. Luckily, I'm not a buyer, so I don't have to make the tough calls. But what a feast for the eyes it all is.
A Quick Word of Thanks
Before I share more, I want to thank the Luxury Brand Group and JCK for their generous hosting and excellent guidance throughout the show. Everything was so well organized, and their support made my experience not just smooth, but truly enjoyable.
JCK: A Hub of Connections and Energy
JCK is the leading global jewelry show, and this year's edition lived up to its name:
- Over 30,000 attendees, including more than 17,000 buyers
- A platform for discovering trends, technology, and talent
- A place where networking and business come together
The theme this year was Decades, a nod to jewelry's timeless role in human culture, and a look forward to its evolving future.
JCK and Luxury 2025 were a resounding success, with increased attendance and vibrant buying activity. JCK continues to provide unmatched opportunities to connect, learn, and grow. With global participants, the show once again proved to be the premier hub for business in the jewelry trade.
The show was packed with moments: from Snoop Dogg and Jason Derulo lighting up JCK Rocks, to an insightful keynote by Daymond John on entrepreneurial success. JCK Talks continued to be a highlight for many retailers and brands looking to sharpen their business knowledge. And this year, the Kering Generation Award X Jewelry ceremony made its debut, shining a light on innovation and sustainability in our industry.
Jewelry by LeVian
Jewelry by Hearts of Fire, Brian Gavin, and Esther
Saturday Morning Inspiration with Daymond John
On Saturday morning, at 7:30 a.m., I attended an early event featuring Daymond John from Shark Tank. His keynote was part entertainment, part confession, and fully inspiring. He spoke candidly about the challenges and missteps in building FUBU, and shared five "shark points" for success. What made it so enjoyable was his honest storytelling and self-deprecating humor. I left the session smiling and ready for another day full of people and jewelry.
The Rapaport Breakfast and Thoughts on Diamonds
On Sunday morning, I attended the Rapaport Breakfast, an annual event that brings together the top voices in the diamond trade. Martin Rapaport shared his usual mix of data and opinions, and although a clip of Trump stirred discomfort for many in the room, the event remains a pillar of the show.
When Al Cook, CEO of De Beers, took the stage, the focus shifted to traceability and responsible sourcing. He mentioned that while customers don't often ask where diamonds come from, the industry must stay ahead and make transparency a key part of the story.
That got me thinking, in many countries, provenance is hardly discussed. In the Netherlands, for example, it's rare to hear brands explain where their small diamonds are sourced. I asked him about this, and his response will be featured in my next blog.
Buyers and the Mood of the Market
I wanted to gauge how buyers were feeling. One buyer from Kentucky, a Rolex dealer, told me that 85% of his time was booked with existing suppliers, leaving just a small window to discover something new. Yet he felt that his customers were still buying with confidence. He was not the only one sharing positive retail stories with me.
At Luxury, the section of the show focused on higher-end pieces, it was a bit quieter when I visited. But those in the booths told me the days before had been full of activity. Here, they work primarily on an appointment-only basis. On Friday, the energy shifted noticeably. However, over the weekend, it was busy once again.
Pippo Perez jewelry at JCK
Later that day, I visited the competing Couture Show at the Wynn. Beautiful as always, with an emphasis on luxury brands, many of which are European. But the vibe? Quiet. When I returned to JCK, the contrast was immediate: a lively, energetic atmosphere full of interaction.
Everywhere I turned, there was something going on: the Italian Pavilion, gemstone dealers, emerging designers, machinery suppliers, cash-and-carry silver vendors, and yes, even booths selling grillz and oversized pendants. From refined classics to street-style bling, JCK has it all.
Observations on Style and Authenticity
In one section, I found large pieces of jewelry with bold designs, crowns, bulldogs, and letters, all studded with diamonds. The people behind the booths didn't seem particularly connected to the aesthetic they were selling. It made me reflect on branding. We often discuss authenticity, but sometimes it's just about the product.
Esther with Forbes Jewelry Writers (on the right, Kyle Roderick) and a ring by Austy Lee
Stories from Botswana
One particularly meaningful moment was visiting the House of Botswana. The president of Botswana himself came to open the booth, highlighting just how much the diamond industry means to their country. I spoke with one of the team members, who passionately described how revenue from diamonds helps fund education, healthcare, and infrastructure. It was moving to hear how deeply this industry can impact communities.
Highlights and Conversations
A few personal highlights:
- Austy Lee, what a talent. A joy to meet and see his work up close.
- Le Vian, their snake necklace caught my attention.
- The Italian Pavilion, I stopped by on Monday to hear from exhibitors how they see the US market. Their message? Regardless of your political views, the United States remains a vital market.
The conversations were the heartbeat of my visit. I didn't see everything, no one can, but what I did see filled me with stories, impressions, and questions.
Looking Ahead
In the coming weeks, I'll be writing more about:
- The state of the diamond industry
- Jewelry trends I spotted on the floor
- The winners of the Kering awards
- How storytelling and authenticity continue to shape our industry
Simply Grateful
I'm grateful to have been part of JCK once again. This show reminds me every time why I love what I do. It's about the jewelry, yes, but it's also about people, purpose, and those little moments of connection that stay with you.
Until next time.
JCK Las Vegas will be held again from May 29th to June 1st, 2026
