JA New York October 2026 — Team Brief
Confidential — For Internal Use Only
2-person team. Hotel and room details aren't available yet — the show booking itself is still pending confirmation with the organizer.
Address TBC
Room assignments are TBC — confirm once the show is booked and accommodation is arranged. Check the Monday board for updates.
Core sales team for JA New York (pending final confirmation).
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.
3D render and hall floorplan with Booth 1114 marked.
GemIQ booth 3D render — JA New York 2026.
JA New York hall floorplan — Booth 1114 marked.
Show floor hours, booth number, and set-up date are confirmed.
| Day | Hours | Arrive | Demos / Rep |
|---|---|---|---|
| Set-up — Sat, Oct 24 | — | 10:00 AM | — |
| Day 1 — Sun, Oct 25 | 11:00 AM – 6:00 PM | 9:30 AM | 24 |
| Day 2 — Mon, Oct 26 | 10:00 AM – 6:00 PM | 8:30 AM | 28 |
| Day 3 — Tue, Oct 27 | 10:00 AM – 4:00 PM | 8:30 AM | 20 |
Demos/rep assumes show-floor hours minus a 1-hour lunch break, sustained at 4 demos/hour.
Qualify the lead first, then sell the respective product — Max Elite Kit or GemLightbox Mini. 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 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 6 demos and have a 5min break, and go at it again. If you do this 5 times in the day you will end up seeing 30 exhibitors easily.
You're responsible for hitting 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.
What you need to sell to hit your daily revenue target.
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.
Qualify the lead first and sell the respective product — Max Elite Kit, Max Standalone, or GemLightbox Mini.
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.
"This offer is only live for Day 1 of the show — activate it and lock in your unit today." Creates urgency to close on the spot instead of "thinking it over."
No retro was logged for JA New York in 2025 — no specific problem/fix pairs to carry forward yet.
No 2025 retro was logged for JA New York 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 JA New York (Booth 1114). 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 (Booth 1114). 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.
Qualify the lead first, then sell the respective product — Max Elite Kit or GemLightbox Mini.
Stay on pace across all 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 ($200 off) → Offer 4 ($300 off, absolute last resort — leave a message in the Group Chat explaining why it was needed to push the deal through). 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.
Qualify first and use the below scripts as required.
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 JA New York, 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 🙂"
Use this workflow for lead capture at JA New York — at the booth and during exhibitor runs.
Watch the full walkthrough before using the app on the floor.
Demos-only show — no physical units shipped to the booth.
No stock needed on site. Units are dispatched from the warehouse post-show as usual.
No exhibitor-specific promotion for JA New York — standard booth-to-booth exhibitor outreach only.
New-customer talk track, condensed for practice. Tap a script to expand. Full script (existing-customer track, FAQs) is linked at the bottom of each and in Sales Scripts above.
Have you seen the GemLightbox Max before?
Would you like to see something revolutionary? It will only take 30 seconds.
Would you like to see the latest innovation in the jewelry industry?
This is the GemLightbox Max — the world's first all-in-one AI jewelry photography solution. Captures studio-quality images and videos with your smartphone or the GemCam Pro, and it's the only machine that shoots both small pieces and full jewelry sets on a mannequin.
Two built-in turntables (top for hanging jewelry, bottom for flat pieces and mannequin sets), magnetic adjustable lighting (yellow for colored stones, sparkle light for diamonds), and the only turntable in the world that glows from the inside — removes all shadows, brings out natural color.
Tonality: this is going to change the world — get excited. The GemCam Pro is the world's first and only camera built for the jewelry industry. One click, no buttons or dials, plugs in via USB-C. Fully adjustable lighting. 100% auto-focus — anyone can shoot without a photography background.
Bundle Max: $6,999 all-in (Max + GemCam Pro) — includes 100 GS credits, shipping + software, no monthly subscription.
Max Standalone: $4,999 at show.
If "too expensive" → "I understand, but does the product solve the problems you're facing?" → if yes but still too expensive, move to Down-Selling.
Ask: "Do you photograph big pieces?"
Yes → recommend Max Standalone at $4,999 — works with their smartphone.
No → recommend Bundle Mini (Mini + GemCam Pro) at $4,998 all-in.
Support 1: 50 GS credits.
Support 2: +50 more credits (100 total) — already included in the show price above.
Support 1: 50 GS credits.
Support 2: +50 more credits (100 total) — already included in the show price above.
Have you seen the GemLightbox Mini before?
Would you like to see something revolutionary? It will only take 30 seconds.
Would you like to see the latest innovation in the jewelry industry?
This is the GemLightbox Mini — the world's first all-in-one AI jewelry photography solution. Captures studio-quality images and video with your smartphone or the GemCam Pro in one click.
Built-in turntable for flat jewelry (rings, watches) plus a necklace stand for dangle jewelry. Magnetic adjustable lighting (yellow for colored stones, sparkle light for diamonds). Glowing turntable — removes all shadows, brings out natural color.
Tonality: this is going to change the world — get excited. The GemCam Pro is the world's first and only camera built for the jewelry industry. One click, no buttons or dials, plugs in via USB-C. Fully adjustable lighting. 100% auto-focus.
Bundle Mini: $4,998 all-in (Mini + GemCam Pro) — includes 100 GS credits, shipping + software, no monthly subscription.
Mini Standalone: $1,999 all-in.
If "too expensive" → "I understand, but does the product solve the problems you're facing?" → move to Down-Selling.
"I'd recommend starting with the GemLightbox Mini on its own, without the camera — our software works perfectly with your smartphone, so it's actually the better, more affordable option with the same great results." $1,999.
Support 1: 50 GS credits.
Support 2: +50 more credits (100 total) — already included in the show price above.
Shared with the whole team — anything typed here saves automatically and shows up for everyone, on any device.
Bookmark these before the show.
4 demos per hour. Qualify the lead first, then sell the respective product. Offer ladder before discount. Every lead in HubSpot. Follow up within 24 hours.
Products, jewelry, tech, and supplies each rep personally packs for JA New York.
| Item | Assigned | 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 are shared with the team — saved automatically and synced across devices (not synced to Monday or Notion). Allow up to a minute for teammates' changes to appear — refresh the page if you don't see them yet.
From the GemIQ trade show stock & setup checklist (Monday board). Each rep checks off what they've personally completed.
| Item | Assigned | Marius | Gabriella | Notes |
|---|---|---|---|---|
| Arrival to show | ||||
| Collect badge | ||||
| Check for better location | ||||
| Check if electricity is working | ||||
| Count deliveries and stock and match with stocklist | ||||
| Count furniture | ||||
| Set up wall banners | ||||
| Check wifi speed | ||||
| Check fascia | ||||
| Stick wall velcro to wall | ||||
| Stick up wall banners | ||||
| Set up table cloths | ||||
| Put tables in position | ||||
| Put on table cloths | ||||
| Straighten via velcro or steamer | ||||
| Set up station | ||||
| Put GemLightbox and GemSparkle products on table | ||||
| Put jewelry set on table | ||||
| Put flyers and business cards on table | ||||
| Put stock and personal items under table | ||||
| Wipe down all company equipment & clean jewelry | ||||
| Put booth sticker labels on flyers (at least 50) | ||||
| Set up enclosure or other decorations | ||||
| Electrical | ||||
| Setup electricity cables for the booth | ||||
| Test that all products turn on and charge | ||||
| Test that TV turns on and content plays | ||||
| Charge speakers and connect to Spotify. Test. | ||||
| Charge battery packs | ||||
| Tape down using duct tape | ||||
| Computer and phone checklist | ||||
| GemHub Phone & Laptop account updated, on Pro subscription and gallery cleaned. | ||||
| Hide Mac dock and turn off screen saver mode | ||||
| Set mice/trackpad speeds to highest speed | ||||
| Test GemIQ Lead Scanner Tool | ||||
| 360 content for booth to booth | ||||
Checkboxes and notes are shared with the team — saved automatically and synced across devices (not synced to Monday or Notion). Allow up to a minute for teammates' changes to appear — refresh the page if you don't see them yet.