Commissioned by Charmaine’s Range of designer jewellery to produce a custom-made exhibition stand for the 2008 Jewellex Expo, Maverick Experience Exhilarator, leading event, sports and exhibition specialists, produced a masterpiece stand which brandished first prize at this year’s Jewellex Exhibition Stand Awards.

Held at the Sandton International Convention in August this year, Jewellex is South Africa’s premier Jewellery and Watch Exhibition, hosted by the Jewellery Council of South Africa.

Charmaine’s Range aimed to capitalise on its presence at the expo and catch the attention of buyers in the jewellery industry, enticing them to visit the stand and purchase items from Charmaine’s stunning range. “Approached by our new client, the design brief was very specific with a strong security focus,” says Tony Holliday of Maverick Experience Exhilarator. “Charmaine’s Range required an open plan and inviting stand which would securely showcase its valuable jewellery. Our solution was to produce large lockable glass cases fitted into high gloss black cladding, giving the appearance of an elegant shop front. An equally high priority was to accentuate the natural beauty of the jewels, which we achieved through the integration of custom jewellery lighting.”

In addition to the striking layout, open dealer tables were situated at the entrance to the stand, easing buyer and dealer meetings. Buyers with genuine purchase interest were ushered into a private dealer room for further confidential discussions. Additional touches adding to the stand’s winning status included a raised wooden floor, matching ottomans, high-end finishes and matching black tables and display units.

“The real ‘wow’ factor for me was the chandelier above the stand. It beautifully added that touch of elegance, affluence and class. I’d like to thank Maverick for our wonderful winning stand at Jewellex, you really came through for us,” says Charmaine Chamani, Director of Charmaine’s Range.

Specialists in the creation of event experiences which fuse brand, consumer interest and targeted communication, Maverick Experience Exhilarator passionately and creatively delivers innovative promotional solutions for the strategic benefit of clients.

For more on Maverick, visit www.mavericksa.co.za.