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

Holiday presents in gift boxes
SurveysSep 15, 2025
Resilient Shoppers to Boost Holiday Retail Sales, Says Deloitte

It’s predicting a rise in retail sales this holiday season despite economic uncertainty and elevated inflation.

Buffalo Emerald
SourcingSep 15, 2025
Gemfields Achieves $32M at High-Quality Emerald Auction

It included the sale of the 11,685-carat “Imboo” emerald that was recently discovered at Kagem.

8.33-carat emerald-cut no-oil Brazilian emerald, A. Kleiman & Co.
SourcingSep 15, 2025
AGTA Elects 8 Members to Board of Directors

The newly elected directors will officially take office in February 2026 and will be introduced at the organization’s membership meeting.

reDollar-fine-jewelry-department.jpg
Brought to you by
reDollar.com Is Rolling Out the Next Level Jewelry, Diamond & Watch Consignment Program

With their unmatched services and low fees, reDollar.com is challenging some big names in the online consignment world.

Arunashi Fordite and Rhodolite Earrings
TrendsSep 12, 2025
Piece of the Week: Arunashi’s Fordite and Rhodolite Earrings

Fordite is a man-made material created from the layers of dried enamel paint that dripped onto the floors of automotive factories.

Weekly QuizSep 12, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Susan Jacques and Al Gilbertson
Events & AwardsSep 12, 2025
Al Gilbertson Wins 2025 Robert M. Shipley Award

Gilbertson has worked as a researcher, jeweler, lapidary artist, appraiser, and business owner throughout his decades in the industry.

Supreme Court stock image
Policies & IssuesSep 11, 2025
Supreme Court to Hear Tariffs Case in November

A decision likely won’t come until January 2026 at the earliest, and the tariffs remain in effect until then.

japac-btyb.png
Brought to you by
Rallying Call for the Jewelry Industry on Tariffs and Other Key Issues

Jewelers of America is leading the charge to protect the industry amidst rising economic threats.

Tabayer’s Nordstrom Shop-in-Shop
MajorsSep 11, 2025
Tabayer Opens Nordstrom Shop-In-Shop

Located in the revamped jewelry hall at the retailer’s New York City flagship, this opening is Tabayer’s first shop-in-shop.

De Beers education app on mobile phone
SourcingSep 11, 2025
Need to Sell More Natural Diamonds? De Beers Has an App for That

The new, free app offers accessible educational content, like games and podcasts, for U.S. retailers.

Gold jewelry on a scale
MajorsSep 10, 2025
Stuller to Swap Gold Scrap for Full Credit to Account

As the gold price rises, the manufacturer is offering a 100 percent payout through Sept. 30 for gold clean scrap.

Jacob and Co Loewe headphones
SourcingSep 10, 2025
Tech Meets Style in the New Loewe x Jacob & Co. Headphones

Jacob & Co. partnered with the German technology company on two pairs of headphones, one set with diamonds and the other with sapphires.

Tiffany & Co Favrile Beetle Necklace in Frankenstein
TrendsSep 10, 2025
Tiffany & Co. Archival Jewels Bring Life to ‘Frankenstein’

Guillermo del Toro’s 2025 “Frankenstein” will feature 27 jewels and objects from the storied brand, including pieces from its archives.

24 Karat Club banquet
MajorsSep 10, 2025
24 Karat Club of New York’s Banquet to Return to Waldorf Astoria

The Waldorf Astoria New York’s grand reopening this past summer means a homecoming for the industry group’s annual event.

Anglo American’s Quellaveco copper mine in Peru
SourcingSep 09, 2025
Anglo American to Merge With Canadian Copper Miner

Anglo plans to merge with Teck Resources Ltd. to form Anglo Teck. The deal changes nothing about its plans to offload De Beers.

The Mellon Blue diamond
AuctionsSep 09, 2025
‘The Mellon Blue’ to Return to Auction, This Time at Christie’s

The 9.51-carat fancy vivid blue diamond, which set two world auction records at Sotheby’s in 2014, is estimated to fetch up to $30 million.

Dianne Batista Phillips Auctions
AuctionsSep 09, 2025
Phillips Names Dianne Batista Head of Jewels, New York

The industry veteran joins the auction house as it looks to solidify its footprint in the jewelry market.

Anastacia Lauren, Elle Jerge, Logan Nye
MajorsSep 09, 2025
MJSA Education Foundation Announces 2025 Scholarship Winners

The nonprofit awarded four students pursuing a professional career in jewelry making and design with $2,250 each.

Korman jewelry store Austin
IndependentsSep 08, 2025
Take a Look Inside the New Korman Store in Austin

The Texas-based jeweler has also undergone a brand refresh, debuting a new website and logo.

Logos for Manufacturing Jewelers & Suppliers of America and Jewelers of America
MajorsSep 08, 2025
MJSA Is Officially Now Under JA’s Umbrella

The two organizations have finalized and signed the affiliation agreement announced in May.

Sothebys JAR and Suzanne Belperron jewels
AuctionsSep 08, 2025
Sotheby’s To Auction ‘Exceptional’ Collection of JAR, Suzanne Belperron Jewels

The single-owner sale will headline Sotheby's inaugural jewelry auction at the Breuer building, its new global headquarters, this December.

A street in Carlsbad California
Events & AwardsSep 08, 2025
27 Can’t-Miss Converge Sessions, Events

From sunrise yoga to tariffs talks, these are some events to check out at the upcoming inaugural event.

National Jeweler columnist Peter Smith
ColumnistsSep 05, 2025
Peter Smith: A Lasting Lesson From Maurice Tempelsman

Smith recalls a bit of wisdom the industry leader, who died last week, shared at a diamond conference years ago.

Jamie Turner Victoria Labradorite Necklace
CollectionsSep 05, 2025
Piece of the Week: Jamie Turner’s ‘Victoria’ Necklace

The “Victoria” necklace features a labradorite hugged by diamond accents in 18-karat yellow gold.

Stock image of the U.S. Supreme Court
Policies & IssuesSep 05, 2025
Trump Takes Tariffs Case to the Supreme Court

Two lower courts have moved to block the import taxes, which will remain in place as the legal battle continues.

Patrick Mahomes Hublot campaign
WatchesSep 05, 2025
Patrick Mahomes Is the New Hublot Brand Ambassador

The Kansas City Chiefs quarterback shares Hublot’s dedication to pursuing greatness, the Swiss watchmaker said.

gia-edu main image.png
Supplier BulletinSep 04, 2025
A Brilliant Future Is Here

Sponsored by GIA

×

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