JCK Las Vegas 2026 — Team Brief
Confidential — For Internal Use Only
Marius, John, Rocky, Gabriella, Jocelyn & Bom — on the floor for set-up day (Wed, May 27, arrive 10 AM).
10 adults across 5 rooms at the Virgin Hotel Las Vegas. Vicky on standby on Slack for checkout & payment issues.
4455 Paradise Rd, Las Vegas, NV 89169, USA
There will be a camera crew at the show. How we present ourselves is part of the GemIQ brand.
When someone walks past — or when a camera turns on — the entire team looks sharp, confident, and on-brand.
This is the biggest show of the year. Lead with the Max Elite Kit. Down-sell to the GemLightbox only when you have to. Every demo counts.
Ladder A · Max Elite · Max Standalone · GLB Elite Kit
Ladder B · GemLightbox Standalone ($1,999)
* Moneyback Guarantee Terms
Discount / free GemSparkle is always the last option. Use Offers 1 & 2 first to protect AOV. Never lead with the discount or free gift.
Daily revenue target per rep
Sustained pace per rep
Each rep, each day
Post-show pipeline target
Don't just hit 3–4 demos per hour. Stay ahead of target to build a safety net for the day.
Our booth is massive. One section being busy doesn't mean your section is busy. If you're behind on 3–4 demos per hour, walk the floor. Pitch the free GemLoupe + photography. Bring them back.
You're responsible for hitting 3–4 demos per hour.
Lead with the Max Elite Kit. If they can't go there, the GemCam Pro is the upgrade play for existing GemCam owners. The GemLightbox Elite Kit is the volume play.
The lead product. Full professional setup — Max + GemCam Pro + accessories. Hit your daily target by closing 3 of these.
Ideal for existing customers upgrading their GemCam. 2 GemCam Pros = 1 Max Elite Kit of revenue.
The volume play. Lower entry point — hit daily target with 5 closes.
Always demo the Max Elite Kit first. It's the high-ticket item and the hero product. Down-sell to the GemLightbox only when budget is a real constraint — and pair it with the money-back guarantee.
Two separate offer ladders by product tier. Use offers in sequence — discount or free gift is always the last option.
"If you buy at the show, we ship earlier (end of June) with less wait time. Reserve stock for South American customers due to customs concerns — most US customers can be shipped straight away."
"Show pricing is 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. Full briefing closer to the show date.
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.
Pass the lead to Jocelyn to process payment, or give the jeweller an iPad for self-checkout, then hop straight back out to do more demos.
Vicky will be on standby on Slack and do nightshifts to assist with check out or issues with payments.
Lessons from the last two JCK shows, paired with the change we're making for 2026.
Missed opportunities with bench jewellers and small business owners who want to buy a GemLightbox.
We now have the new GemLightbox, which we can sell to these customers at a lower price point.
Selling to customers who need more reassurance or who's there to walk the show without their team.
Introducing money-back guarantee.
Day 2 and Day 4 traffic was very slow — this set us back, as we didn't do enough demos.
Exhibitor Free GemLoupe cards + a pre-assigned list of exhibitors for each rep to visit during the show.
We should have contacted everyone who visited our booth with an update after each day, like we used to do.
Message every existing customer you know before the show, and follow up with all booth visitors at the end of each day.
The Free GemLoupe offer brought people to our booth, but some weren't qualified jewellers — they were purely there to collect a GemLoupe.
We've made the strategy more targeted: the offer is now exhibitors only.
Lead nurturing to follow up on deals and close them post-show.
GemIQ tracker with pre-made WhatsApp templates, so everyone can follow up consistently during the show and save time.
Jewellers already owned all our existing products.
The Max and the new GemLightbox are brand-new products, giving us a fresh reason to re-engage them.
Qualification process needs to improve.
We didn't qualify the lead before starting the demo. Always qualify as per the script so you can tailor the solution and offerings better. This will increase conversion rate.
Every demo, every close, every hour follows this pattern.
Open every conversation with the Max (high-ticket item). Down-sell to the GemLightbox only when budget is a real constraint.
Stay on pace. 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 → we ship earlier (end of June) with less wait. Reserve stock for South American customers due to customs concerns. Most US customers should be happy to have their units shipped anyway.
Remind customers that show pricing is only available until the end of the show.
Gives the buyer confidence to commit on the floor, knowing they're not locked in if it doesn't work out. Coming soon — full briefing closer to the show date.
When the floor goes quiet, the Exhibitor Run is how you keep your demo count on track. Hit existing customers first — they buy quicker.
One or two people bring the New GemLightbox out and pitch at their booth with the battery pack, as assigned on the Google Sheet or at the time of the Exhibitor Run.
After you finish your list, inform another core team member to go on their Exhibitor Run immediately. There are approximately 10 V3 Exhibitors distributed between the core sales team.
Each team member is assigned Non-V3 Customer Exhibitors & Non-Customer Exhibitors and given Exhibitor GemLoupe Gift Cards offering free jewellery photography at our booth.
Prioritise existing customers when giving out gift cards — closing rate is higher. The card entitles the exhibitor to collect a GemLoupe from our booth only after a product demo. Do not hand them out for free.
| Priority | Target Segment | Cards | Pitch |
|---|---|---|---|
| 1 | Existing customers with V3 | 38 | Present the new GemLightbox at their booth, or bring them back to our booth with the card to demo the new GemLightbox. |
| 2 | Other existing customers | 59 | Bring them back to our booth with the card for a demo. |
| 3 | Non-customers | 153 | Bring them back to our booth with the card for a demo. |
| Note | — | If all gift cards are distributed, give the exhibitor a flyer instead and ask them to come to the booth for free jewellery photography. | |
They buy quicker. Once those cards are out, move on to non-customers.
Walk the aisle and identify the right exhibitor.
Use the free photography script at their booth, or bring the New GemLightbox — depending on the customer profile.
They redeem the gift card at our booth after we show them a presentation. Capture lead details in the GemIQ App.
If they purchase, log the sale in Shopify.
Have stunning, high-quality jewellery photos ready on your iPhone or iPad from a well-known jeweller at the show. Name-drop them to instantly build credibility and showcase the free jewellery photography.
Not the sale. Approach casually and confidently — nothing salesy. If they ask what the catch is: "We're partners with the shows here, we've just launched new machines and accessories, and we're looking for unique flat jewelry or unique big dress sets to photograph."
Reassure them it's quick and their staff can simply bring a piece over. We then send results via WhatsApp. Add the decision maker on WhatsApp before leaving their booth with their staff and jewelry pieces.
Scan or manually add the jeweller's details in the GemIQ Business Card Scanner App. Under Tradeshow Gift, select "Free GemLoupe Gift Card." Test the app before the show. Questions → John (he built it).
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 at the trade shows here — including Couture and the Antique Show — 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 three scenarios at JCK: (1) visitors at the booth, (2) booth-to-booth exhibitor scans, and (3) Free GemLoupe Gift Card sign-ups.
Watch the full walkthrough before using the app on the floor.
Good follow-up and nurturing will increase your conversion rate and bring people back to the booth to buy. Proper follow-up is the key to closing deals you can't close on the spot.
Leads scanned in the GemIQ Scanner App sync straight into HubSpot — saving time on data entry.
Send daily follow-up messages using pre-made templates in one click. Consistency wins conversions.
The app tracks demos completed per sales rep so we can monitor performance across the team.
Leads organised for post-show follow-up so we hit the $140K follow-up target.
Message everyone before the show. The exhibitor list is in one Google Sheet, the US jeweller list is in another. Use the templates below — copy, personalise, send.
Message everyone on your row. Existing customers who are exhibiting at the show. Open the sheet →
Message 30 jewellers in the US — prioritise customers. Invite them to the show. Open the sheet →
Replace [Name] with the customer's name and [Your Name] with yours.
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: JCK Booth 53077. We've just launched our latest innovation, and as an existing customer, there's a special gift waiting for you 🎁 See you soon and good luck at the show!
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 the JCK Show (Booth 53077) and the Antique Show (Booth 301). 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]
Schematic of the JCK 2026 floor plan. Two main demo banks (left + right), Vicky's station on the right edge, Steve's enclosure with the central column, and demo cabinets running both long sides.
JCK 2026 Booth Layout — 22 ft × 20 ft. Source: JCK Sales Team Brief.
One set-up day, four show days. Arrive at the booth by 8:00 AM every show day.
| Day | Hours | Arrive |
|---|---|---|
| Set-up — Wed, May 27 | 8:00 AM – 5:00 PM | 10:00 AM |
| JCK Day 1 — Fri, May 29 | 9:30 AM – 6:00 PM | 8:00 AM |
| JCK Day 2 — Sat, May 30 | 9:30 AM – 6:00 PM | 8:00 AM |
| JCK Day 3 — Sun, May 31 | 9:30 AM – 6:00 PM | 8:00 AM |
| JCK Day 4 — Mon, Jun 1 | 9:30 AM – 4:30 PM | 8:00 AM |
Everything we need on the floor — 50 GemLoupes are gifts for exhibitors who come to our booth for free photography.
Bookmark these before the show.
3–4 demos per hour. Lead with the Max. Offer ladder before discount. Every lead in HubSpot. Every night, follow up.
This could be us after Day 4. Let's earn it.