AJS Atlanta August 2026 — Team Brief
Confidential — For Internal Use Only
Marius — on the floor for set-up (Fri, Aug 21, arrive 10:00 AM). Full sales team (Marius & Gabriella) on the floor from Day 1.
2-person team, 2 rooms, 4 nights.
3000 Cumberland Boulevard, Atlanta, GA 30339, United States
Marius & Gabriella will each have their own room — two separate rooms booked for the 2-person team.
Core sales team for AJS, Atlanta, GA.
How we present ourselves is part of the GemIQ brand — every show, every booth.
When someone walks past, the entire team looks sharp, confident, and on-brand.
Backwall banners (AI Powered / GemLightbox), demo table with GemLightbox unit, monitor, and GemLightbox Pro at the side counter.
AJS hall floorplan — Booth 615 marked. Source: Monday board.
Booth 615 setup reference photo. Source: Monday board.
One set-up day, two show days, plus a Saturday-night mingle event.
| Day | Hours | Arrive |
|---|---|---|
| Set-up — Fri, Aug 21 | — | 10:00 AM |
| Day 1 — Sat, Aug 22 | 9:30 AM – 6:00 PM · Mingle! 7:00 PM – 10:00 PM | 8:30 AM |
| Day 2 — Sun, Aug 23 | 9:30 AM – 6:00 PM | 8:30 AM |
Lead with the Max Elite Kit. Down-sell to the GemLightbox Mini only when you have to. Every demo counts.
Ladder A · Max Elite Kit · Max Standalone · GemLightbox Mini
Discount is always the last option. Use Offers 1 & 2 first to protect AOV. Never lead with the discount.
Daily revenue target per rep
Sustained pace per rep
Each rep, each day
Post-show pipeline target
Stay on pace. If traffic slows, go on an exhibitor run — don't wait for customers to come to you.
If you're behind on 3–4 demos per hour, walk the floor. Pitch the GemIQ products. Bring people back to the booth.
One way to do the Exhibitor Run is to do repetitions of 5s and have a 5min break, and go at it again. If you do this 5 times in the day you will end up seeing 25 exhibitors easily.
You're responsible for hitting 3–4 demos per hour.
Stay at your station and talk to everyone walking past — they're here to see new things and buy new equipment. Run group demos to capitalise on traffic. A group demo means more demos in the same time it takes to do one.
Always demo the Max Elite Kit first — it's the hero product. Down-sell to the GemLightbox Mini only when budget is a real constraint.
The lead product. Full professional setup. Always demo this first.
Max Standalone — for buyers who want the Max without the full kit. Strong mid-tier close.
Down-sell only when budget is a real constraint.
Each quota is per rep, per day, if selling that product alone — e.g. a rep hits their daily target from GemLightbox Mini sales by itself with that many closes. These aren't additive — a rep can mix products to reach the same target.
Per rep, per day — hits the $10,000 target.
Per rep, per day — hits the $10,000 target.
Always demo the Max Elite Kit first. It's the high-ticket item and the hero product. Down-sell to the GemLightbox Mini only when budget is a real constraint.
Use offers in sequence — discount or free gift is always the last option.
"Buy at the show and we ship earlier — we're low on stock / out of stock, so buying now secures your unit."
"Show pricing and sales offers are only available until the end of the show. After we pack up, it goes back to full price."
Gives the buyer confidence to commit on the floor, knowing they're not locked in if it doesn't work out.
Let the buyer split the cost into installments with Klarna — lowers the barrier to saying yes on the floor.
No retro was logged for AJS in 2025 — no specific problem/fix pairs to carry forward yet.
No 2025 retro was logged for AJS on the Monday board, so there are no confirmed lessons-learned to list here yet. Log a retro after this show so 2027's brief can carry forward real improvements.
Add your jewellers to the Google Sheet and track their status. Invite them before the show using the message template below.
Replace the bracketed fields with the relevant details.
Hey [Name], [Your Name] from GemLightbox 🙂 I kept your details from the previous show - will you be there this year? Would love to catch up. We're exhibiting at AJS Atlanta (Booth 615). We've just launched our latest innovation, and I'd love to show you what it can do. Hope to see you soon, [Your Name]
Message every exhibitor assigned to you before the show, then visit them on the floor during the show. Target: bring ~5 exhibitors per salesperson and invite 5 visitors to the show.
When the floor goes quiet, the Exhibitor Run is how you keep your demo count on track. Hit existing customers first — they buy quicker.
Replace the bracketed fields with the relevant details.
Hey [Name], [Your Name] from GemLightbox here 🙂 Saw you're exhibiting this year — I'll swing by your booth. Feel free to drop by ours too at Booth 615. We've just launched our latest innovation, and I think you'll love it as it can help you drive more sales. See you soon, and good luck at the show!
Every demo, every close, every hour follows this pattern.
Open every conversation with the Max Elite Kit. Down-sell to the GemLightbox Mini only when budget is a real constraint.
Stay on pace across both show days. If you're falling behind, go on an Exhibitor Run to bring people back to the booth.
Offer 1 (50 credits) → Offer 2 (stacked, 100 credits) → Offer 3 ($500 discount). Discount is always the last option to protect AOV.
Buy at the show and we ship earlier — we're low on stock / out of stock, so buying now secures your unit.
Show pricing and sales offers are only available until the end of the show. After we pack up, it goes back to full price.
Gives the buyer confidence to commit on the floor, knowing they're not locked in if it doesn't work out.
Read both scripts before arriving at the booth. Know them cold.
Lead product demo script. Use for all Ladder A conversations. Open in Notion →
Down-sell script. Use when budget is the constraint. Open in Notion →
When traffic slows — go to the exhibitors. Open the Exhibitor Run Script in Notion →
Follow the script. Adapt to the customer. The structure stays the same.
"Hi [name], I'm [Sales Name] from GemIQ. We're the official partners here at AJS, and we're promoting exhibitors by capturing and sharing some of the standout pieces from the show, especially big jewellery sets."
"This one was captured with [Exhibitor Name]. We'd love to photograph one or two of your pieces too. Could you pick one or two of your most exquisite pieces and bring them over to our booth? We'll send you the pictures and videos straight after, and we'll give you a free gift at our booth 🙂"
"It's a GemLoupe, valued at $449 — a clip-on for your smartphone that lets you capture social-media-ready jewellery videos and sparkle shots. We'll give you the gift after we help you photograph your jewellery and send the results back to you via WhatsApp 🙂"
Use this workflow for lead capture at AJS — at the booth and during exhibitor runs.
Watch the full walkthrough before using the app on the floor.
No stock needed for this show. Products are demo'd at the show and no physical units are shipped from site. All sales are fulfilled post-show.
This is a demos-only show. No physical inventory is shipped to the venue. All units purchased at the show are dispatched from the warehouse post-show. Use the scarcity close: buying at the show means earlier dispatch, as stock is limited.
No exhibitor-specific promotion has been logged for AJS on the Monday board yet.
Bookmark these before the show.
3–4 demos per hour. Lead with the Max. Offer ladder before discount. Every lead in HubSpot. Follow up within 24 hours.
From the GemIQ Monday board template. Assign each task to a rep, and every rep can tick off what they’ve completed.
| Task | Assigned To | Marius | Gabriella | Notes |
|---|---|---|---|---|
| Bring from New York | ||||
| Ship 2 Metal Frames from New York to AJS | ||||
| Design new banner for metal frame and send to AJS | ||||
| After show: ship 1 metal frame and fabric to Breakers, bring 1 metal frame/fabric back to NY | ||||
| Printing label & label stickers | ||||
| 15m worth of extension cables | ||||
| 1 x Mini & Battery Pack | ||||
| 1 x Max Elite Kit & jewelry & loosestones | ||||
| 1 x GemSparkle Demo | ||||
| 1 x Trade Show Kit | ||||
| Bring 2 x tall table cloths | ||||
| Bring from Bali | ||||
| 1 x Max Elite Kit & jewelry & loosestones | ||||
| 1 x Trade Show Kit | ||||
| 1 x GemSparkle Demo | ||||
| 1 x Business Cards | ||||
| Bring 1 x high table cloth | ||||
| Deliveries & Pick Up at AJS | ||||
| 1 x Double Sided Fabric for Metal Frame | ||||
| 1 x Flyers | ||||
| Deliveries After the Show | ||||
| Bring 2 x metal frame & fabric back to New York | ||||
| Booth Setup Checklist | ||||
| Check to see if flyers & print deliveries arrived | ||||
| Check to see if there is a better empty location we can move to | ||||
| Ensure all booth items are delivered (chairs, cabinets, electricity, lights, bins) | ||||
| Check if electricity or power socket is working | ||||
| Confirm WiFi/hotspot setup is working at the booth | ||||
| Organise booth furniture as per booth layout | ||||
| Setup back wall banner | ||||
| Put on & tape down table skirts & iron | ||||
| Count stock to ensure nothing is missing once delivered and write down stock in google sheet stock list, including demo units | ||||
| Set up TV & TV stand with product videos / demo reels | ||||
| Setup electricity cables and tape down | ||||
| Iron or steam banners and table covers to make sure they are straight | ||||
| All cables placed through grommet and hidden under the carpet | ||||
| Assign designated water, food, stock and bag area and inform team via WhatsApp Group Chat (copy) | ||||
| Speak with partners on setup day | ||||
| Make sure video from usb is playing on TV | ||||
| Assign charging stations for phones | ||||
| Put speakers permanently on charge and company playlist set up and playing so we know it's working | ||||
| Charge all GemSparkles | ||||
| Ensure Pro Eclipse is accessible for team to share during demos | ||||
| Test if coupon codes are working properly on Shopify | ||||
| Setup GemLightbox equipment and make sure everything is working properly, including the camera and software | ||||
| Make sure GemIQ app is up to date on smartphone and desktop | ||||
| Wipe down all GemLightbox equipment & make sure monitors, keyboards, laptops, TVs are wiped down | ||||
| Pre-Show | ||||
| Book accommodation & flights for all team members | ||||
| Prepare WhatsApp follow-up message snippets (post-demo, post-sale, lead nurture) | ||||
| Create Google stock sheet | ||||
| Confirm all exhibitor badges are ready for the full team | ||||
| Run team through show presentation, targets and strategy | ||||
| Send team brief for all team members on WhatsApp (Steve) | ||||
| Create checkout page and verify all links are working | ||||
| Train team on checkout process, stock pick up process | ||||
| Assign team members to specific stations | ||||
| Run full role play practice sessions before show | ||||
| Take out tradeshow team from inbound rotation | ||||
| Prepare change for cash payments to give clients | ||||
| Prepare GemHub collections for demos — ensure catalog is polished and ready to showcase | ||||
| Clear stickers to label Bluetooth number | ||||
| Book dinner reservations | ||||
| Plan items we need to take for next show | ||||
| Post-Show | ||||
| Follow up with leads and import deals into hubspot | ||||
| Fill out 2026 trade show monday board with relevant info | ||||
| Booth pack-up | ||||
| Stock and accessories count and record it | ||||
| Evaluate ROI | ||||
| Finalise show retro | ||||
| Follow up and thank partners | ||||
| Deliver items back to warehouse | ||||
| Send marketing team all content captured | ||||
| Rebook show for next year to secure better location | ||||
| Wall banners folded and repackaged | ||||
| Tablecloths folded and repackaged | ||||
| Demo units repackaged | ||||
| Electricity cables unplugged and packed | ||||
| Exhibition recap video | ||||
| Write down and record items in luggage case and storage | ||||
| Get Vehicle pass for stock delivery | ||||
| End of Day Checklist (Daily) | ||||
| Put iPads and keyboards on charge | ||||
| Call with management to update results (daily) | ||||
| Collect forecast from every team member | ||||
| Demo units packed and stored away | ||||
| Retro sheet updated | ||||
| iMacs/computers logged out for security | ||||
| Stocktake (Vicky) | ||||
| Cash payments collected from staff and reconciled (Vicky) | ||||
| End of day debrief | ||||
| Speakers on charge | ||||
| Clean GemHub app gallery | ||||
| GemLoupe/GemSparkle on charge | ||||
| Rubbish, perishable foods and water bottles cleared out of booth | ||||
| Tables empty except for flyers and business cards | ||||
| Curtains hung up properly | ||||
| Meeting time set for next day | ||||
| Start of Day Checklist (Daily) | ||||
| Team huddle and brief | ||||
| Assign Exhibitor run responsibilities and targets | ||||
| Assign flyer run teams and rotation schedule | ||||
| Record sales roleplay in the morning | ||||
| Go through station checklist | ||||
| Everyone has a GemSparkle on them | ||||
| Station wiped down | ||||
| Clean jewelry | ||||
| Drinks, food, bags placed underneath station and hidden | ||||
| Send out daily follow-up message system for demos done each day | ||||
| Everyone has pens and business cards | ||||
| Flyers set up with business cards stapled | ||||
| Set lunch break rotations | ||||
| iPads wiped down and internet connected | ||||
| During Show Operations (Daily) | ||||
| Emergency call if running behind numbers (daily) | ||||
| Ensure all stations have proper accessories and jewelry | ||||
| Flyer run if booth is not busy | ||||
| Record customer testimonials | ||||
| Capture photos and videos of booth while busy | ||||
| Make sure group demos are being conducted | ||||
| Collect business cards based on target set | ||||
| Make sure everyone has a pen on them | ||||
| Ensure TV and speakers are playing | ||||
| Keep booth clean and organized | ||||
| Monitor booth traffic | ||||
| Make sure everyone stays at their own booth | ||||
Assignments, checkboxes, and notes save to this browser only (localStorage) — not synced to Monday or across devices.
From the GemIQ Tradeshow Checklist (Notion). Each rep checks off what they've personally packed.
| Item | Marius | Gabriella | Notes |
|---|---|---|---|
| Products and Demo Equipment | |||
| GemLightbox Max and accessories | |||
| GemLightbox Mini and accessories | |||
| GemCam Pro and accessories | |||
| GemSparkle and accessories | |||
| Confirm all products are working before packing | |||
| Business cards | |||
| Jewelry and Gemstones | |||
| Every jewelry set (1 each) | |||
| Ring | |||
| Earrings | |||
| Pendant | |||
| Watch | |||
| Loose diamond | |||
| Loose colored gemstone | |||
| Large necklace set | |||
| Jewelry trays | |||
| Microfiber cleaning cloth | |||
| Technology and Power | |||
| Laptop and charger | |||
| Phone chargers | |||
| Mini Power Banks | |||
| International travel adapters | |||
| Required USB and USB-C cables | |||
| Mobile hotspot, if required | |||
| USB stick | |||
| Recording mics | |||
| Speaker | |||
| General Supplies and Tools | |||
| Wet wipes | |||
| Pens | |||
| Permanent markers | |||
| Notebook | |||
| Sticky notes | |||
| Stapler and staples | |||
| Paper clips | |||
| Safety Scissors | |||
| Pencil case for stationery | |||
| Mints | |||
| Tissues | |||
| Hand sanitizer | |||
| Envelope for cash | |||
| Rubber bands | |||
| Duct tape | |||
| Double sided tape | |||
| Strong adhesive tape | |||
| Label printer with sufficient labels for flyers | |||
Checkboxes and notes save to this browser only (localStorage) — not synced to Monday, Notion, or across devices.