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

The 2025 Gem Awards
Events & AwardsMar 17, 2025
Gem Awards Honor All Facets of the Industry

From retailers to designers and the media, the fine jewelry industry recognized one another’s work and looked to the future.

Eleanor H. Yeh GIA jewelry design
Events & AwardsMar 17, 2025
GIA Names Winner of Emerging Jewelry Design Talent Award

Eleanor H. Yeh is the recipient of the eighth annual Gianmaria Buccellati Foundation Award for Excellence in Jewelry Design.

 Joseph Cavalcante Tous managing director
MajorsMar 17, 2025
Tous Names U.S. Managing Director, VP

Joseph Cavalcante takes on the dual role as the Spanish jewelry brand looks to expand further into the U.S. market.

Supplier Spotlight -Recorded-Webinar.png
Brought to you by
Watch: GIA Field Gemology at the One-Hundredth Expedition: A Look Back and to the Future

Supplier Spotlight Sponsored by GIA

Continental Buying Group logo
Events & AwardsMar 17, 2025
CBG Expands Las Vegas Show to 3 Days

The trade show has also upgraded its venue to the Caesars Forum Conference Center.

Weekly QuizMar 14, 2025
This Week’s Quiz
Test your jewelry news knowledge by answering these questions.
Take the Quiz
Stafford’s Diamonds closing ad
IndependentsMar 14, 2025
Stafford’s Diamonds in Ohio to Close After 40 Years

The Dayton-based jeweler, which has been in business since 1985, was formerly known as Stafford Jewelers.

Alan Zimmer
Events & AwardsMar 14, 2025
JVC Reveals Recipient of Stanley Schechter Award

Reeds Jewelers CEO Alan Zimmer will be presented with the honor at JVC’s annual luncheon.

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.

Sorellina’s Aries Zodiac Pendant
CollectionsMar 14, 2025
Piece of the Week: Sorellina’s Aries Zodiac Pendant

The piece, celebrating birthdays from March 21 to April 19, debuted with Sorellina’s new line of astrological pendants.

Tanishq Atlanta store
MajorsMar 13, 2025
Tanishq Opens 2 New Stores in the U.S.

The Indian jewelry brand recently opened stores in Atlanta and Seattle.

Woman wearing Brilliant Earth jewelry
FinancialsMar 13, 2025
Brilliant Earth’s 2024 Sales Struggled Amid Engagement Recovery

CEO Beth Gerstein shared its most popular price points, what’s trending in non-bridal fine jewelry, and its holiday performance.

Chopard Insofu emerald collection
CollectionsMar 13, 2025
Chopard Unveils High Jewelry Collection Created From 6,225-Carat Emerald

The 15 pieces were crafted from the “Insofu” emerald, discovered in Zambia in 2010.

Chris Anderson
MajorsMar 13, 2025
Jewelers Mutual Names New CFO, Treasurer

Chris Anderson is joining the insurance provider as the new chief financial officer and treasurer.

Jewelers of America’s new natural and lab-grown diamond brochure
Lab-GrownMar 13, 2025
JA Offering Some ‘Counter Intelligence’ on Diamonds

Jewelers of America is distributing a brochure for retailers to use when discussing the differences between natural and lab-grown diamonds.

A rough diamond and a polished diamond
SourcingMar 12, 2025
5 Factors That Will Impact the Diamond Industry in 2025

The industry is changing as it grapples with new realities around distribution, supply, and the need for consistent, effective marketing.

New Gem & Jewellery Export Promotion Council Chairman Kirit Bhansali
SourcingMar 12, 2025
Q&A: New GJEPC Chairman Kirit Bhansali

Bhansali discusses the potential impact of U.S. tariffs, demand for diamonds by market, and the “cautious confidence” in India right now.

Limelight Lab Grown Diamond store in India
Lab-GrownMar 12, 2025
Beyond Jewelry: Possibilities in the Lab-Grown Diamond Sector

As lab-grown diamond brands pop up across India, academics are researching how to grow demand outside of the jewelry industry.

Diamonds Do Good honoree Govind Dholakia at medical camp
SourcingMar 12, 2025
Indian Leader, Retailer Among 2025 DDG Honorees

Govind Dholakia and Tanishq will be recognized for their contributions to the industry at the Diamonds Do Good Awards in Las Vegas.

Marla Aaron Liberty London Shop-in-Shop
IndependentsMar 12, 2025
Marla Aaron Migrates to London

The New York City-based brand has opened its first U.K. location with a permanent shop-in-shop at Liberty in London.

Medieval sapphire bishop ring
AuctionsMar 12, 2025
A Medieval Bishop’s Sapphire Ring Is Going Up for Sale

A metal detectorist discovered the ring that is believed to have belonged to a bishop in the late 12th to early 13th century.

JA New York sign
Events & AwardsMar 12, 2025
JA New York Announces Education, Live Demo Lineups

Organizers looked to new partnerships and interactive experiences to enhance the spring show, set for March 16 to 18.

Jewelers Vigilance Committee annual luncheon 2025 logo
Events & AwardsMar 12, 2025
Bogolo Joy Kenewendo to Speak at Annual JVC Luncheon

Kenewendo, Botswana’s minister of minerals and energy, will discuss the future of diamonds.

Jaythan Lawrence Gilder and body scan
CrimeMar 11, 2025
Man in Florida Swallows Allegedly Stolen Tiffany & Co. Jewelry

The suspect allegedly stole almost $800,000 worth of diamond jewelry from a store in Orlando and then swallowed it during a traffic stop.

Duvall O’Steen and Jen Cullen Williams
ColumnistsMar 11, 2025
Creative Connecting: How to Pose on the Red Carpet

Ahead of the Gem Awards on Friday, Jen Cullen Williams and Duvall O’Steen share pro tips for taking the best photos.

Marco Bicego 25 Years Campaign Isabeli Fontana
CollectionsMar 11, 2025
Marco Bicego Celebrates 25 Years With Collection, Campaign

Founded in 2000, Marco Bicego is commemorating its milestone anniversary with a “25 Best” collection and campaigns honoring its heritage.

Hill & Co The List
TechnologyMar 11, 2025
Hill & Co. Launches New B2B Buyer Database

Those attending the company’s upcoming Zoom workshop will receive early access to “The List,” its new resource for finding buyers.

Amy-Elise Signeavsky GIA
Events & AwardsMar 11, 2025
JSA to Honor GIA Employee at Annual Luncheon

The organization will present an award to Amy-Elise Signeavsky, law enforcement and diamond recovery manager at 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