Editors

Why Fine Jewelry Belongs at New York Comic Con

EditorsNov 15, 2024

Why Fine Jewelry Belongs at New York Comic Con

Senior Editor Lenore Fedow makes the case for why more jewelers should be appealing to nerds at the annual event.

New York Comic Con Javits Center crowd
More than 200,000 people visited New York Comic Con this year. Senior Editor Lenore Fedow details the jewelry she saw there and why more jewelry brands should consider exhibiting at the annual gathering of comic book, movie, and video game fans. (Image credit: Eugene Gologursky/Getty Images for ReedPop)
For the past few years, I’ve been attending New York Comic Con (NYCC), scoping out the best nerdy jewelry I can find.

You can see all the fun jewelry I found in 2019, 2022, and 2023.

I brave the crowds at NYCC each year because I love the vibe.

For four days, the Javits Center is jam-packed with people, young and old, excited to celebrate something they love, be it a favorite superhero, anime, movie, or anything else that has a fandom.

You’ll find incredible cosplays, fun giveaways, and rows and rows of merchandise to buy.

If you’re unfamiliar with Comic Con, you may not understand just how much money people are willing to spend here. People line up for Comic Con exclusives and drop hundreds on special-edition and collector’s items, new and old.

This year’s gathering, which ran from Oct. 17 to 20 at the Javits Center, welcomed more than 200,000 attendees, according to ReedPop, a boutique group within RX, formerly Reed Exhibitions.

(If that company sounds familiar, it’s because RX’s portfolio includes the JCK and Luxury trade shows.)

NYCC had an estimated economic impact of $80 million for New York City, according to New York City Tourism and Conventions.

If you’re still skeptical of the crowd’s purchasing power, a 2015 survey by Eventbrite (the most recent survey I could find) contains some data to back me up.

The majority of survey respondents (59 percent) said they spend between $100 to $500 at fan events like Comic Con, not including the price of tickets, food, and parking. Ten percent of attendees will spend $500 or more.

If we apply that to this year’s crowd, that’s 20,000 people ready to drop more than $500 each.

“Fandom conventions have exploded from nerd niche to ‘peak geek’ and have an economic impact in the billions of dollars range,” said Rob Salkowitz, author of “Comic-Con and the Business of Pop Culture,” in a release about the Eventbright survey.

“This survey gives us hard data to dispel some of the myths and stereotypes surrounding fandom and can help organizers plan better events.”

Among those who said they bought merchandise, original art and prints were the top choice (37 percent).

This makes sense to me, as that tends to be what I buy when I’m there.

There’s a real appreciation for original artwork, and I’m sure this affection would extend to jewelry designs.

NYCC’s Artist Alley, a space for fans to meet and purchase artwork from artists, is always packed.

New York Comic Con attendees at a booth
Attendees stop by a booth at New York Comic Con. (Image credit: Roy Rochlin/Getty Images for ReedPop)


Perhaps you have preconceived notions about who attends Comic Con and who creates cosplay outfits, but the answer may surprise you.

The survey found that most cosplayers (60 percent) are between the ages of 23 and 39 and a majority (65 percent) identify as female, both important demographics for jewelers.

Though the Eventbright survey is a bit dated, I can tell you anecdotally that I did see many young women cosplayers and a lot of crowded booths selling original artwork.

Nerds are my specialty, because I am one of them, and I’m certain that fine jewelry would do well here.

I’m not saying to showcase your high jewelry next to the Spider-Man mugs, but I’m convinced that lower-price-point fine jewelry would absolutely sell here. 

There are jewelry vendors at Comic Con whom I visit every year who set up professional-looking booths where the jewelry looks right at home.

 Related stories will be right here … 

If you had any idea what it costs to make a high-end cosplay outfit from scratch, you’d be in awe of this segment’s spending power.

People are multidimensional, and that same woman dressed as DC Comics character Poison Ivy could be a high-level executive at her 9-5 with a big budget for jewelry.

There are some well-known watch and jewelry brands who have already gotten the memo on NYCC. 

Swarovski was there again this year showcasing its incredible statues, including a $35,000 Superman statue and a $30,000 Spider-Man statue.

Like most things at NYCC, I had to wait in line to get into the booth.

Inside, Swarovski also displayed its crystal figures of characters from Marvel, Disney, and Star Wars. 

There was also a tray of Swarovski jewelry there for attendees to see.

A few rows down, Citizen had a booth. It was showing off its selection of watches featuring Disney, Star Wars, and Marvel characters.

I also stopped by a few jewelry booths I visit every year, including RockLove Jewelry.

The New York-based company, founded and led by women, celebrated its 15th anniversary last year.

Founder Allison Cimino studied precious metal jewelry craftsmanship, starting her career in the New York Diamond District before creating her own brand.

The company has licensing deals with all the heavyweights, including Disney, Marvel, Star Wars, and Star Trek.

This year, its booth was dedicated to its new collection, which debuted at the event, inspired by Nickelodeon’s “Avatar: The Last Airbender.” 
 
Its Comic Con exclusive “Kyoshi Warrior” earrings were sold out by the time I visited the booth on the last day of the show. I heard some about-to-be-disappointed fans remark how cute they were as they stepped up to the booth.

My next stop was What’s Your Passion Jewelry, founded by a brother-sister duo whose family has been in the jewelry industry for more than 40 years.

Avital Kathein, a Florida-based jewelry designer, serves as CEO, while her brother, Ari Kathein, who is a GIA graduate gemologist, is the president.

It’s the only booth I know of at the show that offers fine jewelry, including its sterling silver pieces with 14-karat gold-plated accents.

I always love stopping by this booth to see its Neopets jewelry.

Neopets began in late 1999 as an online virtual pet game and expanded into a Neopets universe, which still has an avid group of fans, me included.

The company also has licensing deals with Care Bears, The Dragon Prince, Winx Club, and anime streaming platform Crunchyroll.

I also made my way over to the Girls Crew booth, which is most popular for its themed ear stacks, like the “Beauty and the Beast”-themed stack below.

The Los Angeles-based fashion jewelry company has inked some notable partnerships, including Disney, Star Wars, and Marvel.

What I learned from my visits to these jewelers is that what helps them sell jewelry isn’t any different from what works for a family-owned independent jeweler.

Their customers are looking for something joyful, a piece that reminds them of something special in their life.

You may roll your eyes at that “something special” being a superhero or a cartoon, but these characters and storylines can be as impactful as any piece of art you enjoy.

Storytelling is an important tool for any jeweler and the vendors at Comic Con understand that, incorporating special elements from various fandoms into their pieces.

I previously wrote a story about nerdy engagement ring offerings, which showed people will choose pieces like these for arguably their most important jewelry purchase ever.

The interest is there from customers, whether that’s for $200 “Magic: The Gathering” pieces from RockLove Jewelry or for Batman-inspired colored diamond rings selling for $800,000.

Granted, offering this type of fandom jewelry is not for everyone or for every market, but there are designers in the fine jewelry space who are creating incredible pieces. 

Soulbound, which creates video game-inspired jewels, is a prime example. Designer Kelly Young’s work is elegant and thoughtful with an eye for those special details.

All of this is to say: I want to see more nerdy jewelry and I absolutely want to see at NYCC.

The Latest

Bergman Jewelers family
IndependentsApr 01, 2025
Bergman Jewelers in Omaha Closing After 137 Years

The independent jeweler first opened its doors in 1888.

QVC Group Inc. logo
MajorsApr 01, 2025
QVC Group to Cut 900 Jobs in the U.S.

The layoffs come amid the TV shopping channel’s efforts to restructure and focus on live shopping through social media.

Coconut Grove Jewelry & Watch Show
Events & AwardsApr 01, 2025
U.S. Antique Shows Adds Fall Show in Florida

The debut event will take place in Miami’s Coconut Grove neighborhood this fall.

bench jeweler 1872x1052.png
Brought to you by
The Heart of the Industry: Giving Bench Jewelers the Recognition They Deserve

Bench jewelers spend years honing their skills, Jewelers of America’s Certification validates their talents.

The Jewelry Symposium (TJS)
Events & AwardsApr 01, 2025
TJS to Host Discussion on Jewelry Industry’s Labor Shortage

The roundtable will take place May 17 ahead of the trade show’s welcome dinner.

Weekly QuizMar 27, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Peanuts x Monica Rich Kosann Collection Bracelets
CollectionsApr 01, 2025
Monica Rich Kosann Says ‘Good Grief’ in Peanuts Jewelry Collection

The “Peanuts x Monica Rich Kosann” collection features the comic strip’s classic vocabulary across 10 bracelet designs.

Graphic for What Do We Mean When We Say “Recycled” Gold webinar
Recorded WebinarsMar 31, 2025
Watch: What Do We Mean When We Say ‘Recycled’ Gold?

Three industry experts dive into the complexities of the material often marketed as an “ethical” alternative for metal in jewelry.

Facets-of-Fire-Difference-You-Can-See.jpg
Brought to you by
Natural Diamonds Should Mean More

Natural diamonds mean more than lab-grown, but when every cut is ideal, they all look the same. Customers want more—Facets of Fire delivers.

Mindi Mond Clarity Earrings
TrendsMar 31, 2025
Amanda’s Style File: Dripping in Diamonds

Diamonds are not only one of the most prominent gemstones, but the birthstone for those born in April.

Lashbrook ring
MajorsMar 31, 2025
Lashbrook Expands Into Luxury Golf Gifts With Acquisition

The Utah-based company known for making wedding bands has acquired Doubloon Golf.

Bulgari and LVMH Watches CEO Jean-Christophe Babin
WatchesMar 31, 2025
Bulgari CEO Jean-Christophe Babin Will Also Head LVMH Watches

The longtime luxury executive led one of LVMH’s watch brands, TAG Heuer, for 12 years before taking over Bulgari in 2013.

Surveillance footage of robbery
CrimeMar 28, 2025
2 Suspects Arrested in $1.7M Smash-and-Grab Robbery of NY Jewelry Store

Authorities said the robbers fled with jewelry and 70 Rolex watches, later taking pictures of themselves posing with big stacks of cash.

Nephrite and Jadeite by Heinrich Fischer, Richard W. Hughes
SourcingMar 28, 2025
19th-Century Jade Book Now Available in English

Lotus Gemology founder Richard W. Hughes has translated Heinrich Fischer’s 1880 book “Nephrit und Jadeit” from its original German.

LÖF The Valentine Ring
CollectionsMar 28, 2025
Piece of the Week: Löf’s ‘The Valentine’ Ring

The ring's design features contrasting lines influenced by work from architecture-inspired photographer Nikola Olic.

Eggs on a shelf
SurveysMar 27, 2025
Consumer Confidence Falls in March Amid ‘Gloomy’ Outlook

The Conference Board’s index fell as consumers continued to worry about the impact of tariffs, the labor market, and the price of eggs.

Richard Rainsford memorial ring
AuctionsMar 27, 2025
300-Year-Old Ring Linked to Witch Trial Judge Goes Unsold at Auction

However, two medieval jewels surpassed estimates at Noonans Mayfair’s recent jewelry auction in London.

Austin Butler
WatchesMar 27, 2025
Austin Butler Joins Breitling as Brand Ambassador

The Oscar-nominated actor debuted in the campaign for the new “Top Time B31” collection, which introduced Breitling’s Caliber B31.

ICA Congress Brazil 2025
SourcingMar 27, 2025
Susan Jacques, Gaetano Cavalieri to Headline 2025 ICA Congress

The Congress is scheduled to take place May 19-22 in Brasilia, Brazil.

Bailey’s Fine Jewelry storefront
IndependentsMar 26, 2025
Bailey’s Fine Jewelry Acquires Fellow NC Independent Jeweler

The family-owned retailer is the new owner of Morrison Smith Jewelers in Charlotte, North Carolina.

Bulova 150 Art Deco Miss America Watch, 150 Art Deco Pocket Watch
WatchesMar 26, 2025
Bulova Celebrates 150th Anniversary With Art Deco Watches

The “150 Art Deco” collection features a Miss America timepiece and a pocket watch from the brand’s Archive Series.

Alex Wellen
MajorsMar 26, 2025
QVC Group Appoints New President

Alex Wellen, formerly CEO and president of MotorTrend Group, has taken on the role.

Jewelers of America’s new logo
Events & AwardsMar 26, 2025
Jewelers of America Announces New Funding Initiative

The Impact Initiative is part of the nonprofit association’s new three-year strategic plan.

Christies regent kashmir sapphire and regal Burmese ruby
AuctionsMar 25, 2025
Christie’s To Auction 35-Carat Sapphire, 13-Carat Ruby

The ruby and the sapphire, which Christie’s calls a “once-in-a-generation masterpiece,” are part of the upcoming Hong Kong jewelry auction.

Diamond earrings held in gloved hand
CrimeMar 25, 2025
Tiffany & Co. Earrings Swallowed Following Grab-and-Run Theft Recovered

The two pairs of earrings, snatched from a Tiffany & Co. store in Orlando, Florida, are valued at a combined $769,500.

Emmanuel Raheb CEO of Smart Age Solutions
ColumnistsMar 25, 2025
The Smart Lab: Using Short-Form Videos to Sell More Jewelry

The time to start experimenting with video content is now, writes columnist Emmanuel Raheb.

Pomellato Nudo High Jewelry Campaign
CollectionsMar 24, 2025
Pomellato’s Latest ‘Nudo’ Collections Revamp its Classic Design

From striking high jewelry to miniature fine jewelry, the new chapter continues to highlight gemstones featuring its signature 57-facet cut.

Jamie Singleton, Bill Brace, Rebecca Wooters, Bill Luth
MajorsMar 24, 2025
4 Top Executives to Depart Signet Jewelers Amid Turnaround

The jewelry giant is reducing its senior leadership by 30 percent as part of its new turnaround strategy.

×

This site uses cookies to give you the best online experience. By continuing to use & browse this site, we assume you agree to our Privacy Policy