Caterpillar to become butterfly
as jewelers 'morph' annual show

The Michigan Jewelers Association’s venerable annual show will undergo a metamorphosis for 2003, a move designed to rekindle industry enthusiasm and generate new excitement in the event.

MJA’s Board of Directors has announced a complete makeover that includes:

• Moving the show from its traditional late winter slot to late summer—September 12-14, 2003, the final weekend of summer;

• Taking the show out of its traditional Greater Detroit location and moving it to one of Michigan’s premier vacation spots - Traverse City - for one final summer getaway.

Establishing headquarters at the stylish and landmark Park Place Hotel in the heart of downtown Traverse City. The location provides ample opportunities for sampling local wines and gourmet foods, unique shopping, spectacular golf, world-class beaches and leisurely and rugged hiking - in short, the ultimate northwest Michigan summer adventure.

• Revising the show format to provide jewelers a full weekend of professional development seminars, networking and coming together as an industry to honor the best of their profession. Instead of staging a full-blown trade show, MJA will invite select jewelry suppliers to join jewelers away from the pressures of the traditional trade show in order to get to know MJA members and their jewelry needs for the coming seasons.

“We think of it as the caterpillar undergoing the metamorphosis that produces the magnificent butterfly,” said MJA President Kevin Kiska, of Kiska Jewelers in Grosse Pointe Farms.

“The Board of Directors has taken bold steps to re-energize the show and, frankly, I can’t remember when I’ve seen our directors so enthusiastic about plans for the annual event. This is a great new direction for the show’s 91st year and a win-win situation for everyone involved.”

The MJA board decided to announce the new format 15 months early, according to Kiska, in order to give jewelers plenty of time to secure the date on their calendars. Details of the event will be distributed later this year to jewelers and vendors.

“We have come up with a dramatic and exciting new way to ensure that MJA’s annual event builds on our 90-year history and remains an important part of Michigan’s jewelry industry for the next 90 years,” said Kiska.

“In this case, change is definitely good for everyone.”

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