Bangkok’s Sixth Gem & Jewelry Fair reflects the importance of the city’s fast rising jewelry trade buildings, that to a large extent will help establish Thailand as the world’s gem and jewelry center within the decade, says Chalaw Fuangaromya, director-general of Thailand’s Department of Export Promotion, one of the annual fair’s three organizers.

The Sept. 12-16 fair, also organized by the Thai Gem and Jewelry Traders Association (TGJTA) and the Jeweller’s Association, also is boosted by unprecedented publicity at Bangkok’s international airport, at top hotels and on cable television, Chalaw said in an interview. Flyers, posters and banners are expected to draw record crowds to the fair including the public who will be admitted the sun – this year’s theme –

The most brilliant jewelry under the sun – this year’s theme brings under three roofs 233 Thai and foreign companies and their displays. At the fair, precious quality gems and exquisite gemset jewelry attest to Thailand’s booming jewelry industry, Chalaw said. The

trade’s strong growth has peaked with the competing construction of some 10 gem and jewelry trade buildings including the towering Gemopolis, the Silom Precious Tower and the Jewelry Trade Center.

“With these impressive developments, we’ve really come a long way. They are new to us and we would like the fair’s visitors to be aware of them, “Chalaw said. The DEP’s stepped up public relations and developments in new jewelry designs are some of the fair’s added attractions, he added. A design contest, awards for booth decoration and a prize for the largest gemstone exhibited at the fair also are planned.

Chalaw says visitors should make the effort to come to the Bangkok fair because they can meet the gem and jewelry producers. “Come,” he invites. “Here it’s a meeting place with a wide and top selection. The Spaniards, Americans and the Japanese should come and shop for gemstones here for their finished jewelry.”

For the first time, visitors can register at either one of two halls, the so-called Hall Three or Hall GB showing loose stones and trade equipment while the main hall of Hall One is the reserve of finished jewelry.

Unlike previous years with lavish gala evenings and outside catering, this year’s fair budget is trimmed, which doesn’t worry Chalaw, who took over the DEP post last October.

“Businessmen come here to by. They’re not going to be upset if the free banquet vanishes. A banquet is like an overdressed woman. We think the fast lunches are more appropriate in these times, that and some light music provided by a pianist,” Chalaw said.