Sponsored by the Gemological Institute of America
This Year, Couture Will Be Asking: WTF?!
The jewelry trade show wants exhibitors to submit images of designs gone wrong for a new award that is a “celebration of imperfection.”

New York—Couture, the high-end jewelry trade show synonymous with the best in design, is on the lookout for the opposite.
Show organizers announced Monday the inaugural “WTF?! Award,” a “celebration of imperfection” for jewelry designs gone wrong or, as one might call it today, a #designfail or #designdisaster. (For those unsure of what “WTF” stands for, Urban Dictionary can provide an explanation.)
Submissions for the WTF?! Award opened last Thursday and are being accepted through May 15.
Those who want to enter are asked to submit a photo of a design disaster in any stage of production, as well as to complete this thought: “So what I was thinking was … ”
SEE: The Contenders for the “WTF?! Award” So Far
After May 15, online voting will open to the entire Couture community—meaning anyone who is registered for the jewelry trade show—and will remain open through May 29.
The so-called winner of the award will be announced at Couture’s opening night party, scheduled for Thursday, May 30 on the Sunset Terrace at Wynn Las Vegas. She or he will be presented with a medal befitting of the honor—think gaudy—and encouraged to wear it on the second day of the show.
The prize medallion will be passed onto the next winner of the WTF?! Award.
Couture Director and Emerald Expositions Senior Vice President Gannon Brousseau said the idea for the award came out of conversations with several veteran Couture designers at the Tucson gem shows earlier this year.
“We loved the idea and thought it was a great way to infuse some humor into our event, as well as highlight how the creative process, even among established designers, can have its ups and downs,” he said.
Couture 2019 is scheduled for Thursday, May 30 to Monday, June 3 at Wynn and Encore Las Vegas.
For more information about Couture, or to obtain press credentials, contact Michelle Orman at 646-302-5521 or email Michelle@LastWordComm.com.
The Latest

The 2025 Australian Open champion is the jewelry brand’s first athlete ambassador.

The West Village jewelry boutique’s new shop-in-shop is the cornerstone of Nordstrom’s revamped jewelry hall.

The Seymour & Evelyn Holtzman Bench Scholarship from Jewelers of America returns for a second year.

This past year, the manufacturer said it recorded below-zero emissions per carat of natural diamond.


The brand’s “Golden Strada” statement necklace features round, marquise, and pear diamonds that sparkle like Fourth of July fireworks.

JSA’s Scott Guginsky provided a list of nine security measures jewelers should observe while locking up for the long weekend.

The countdown is on for the JCK Las Vegas Show and JA is pulling out all the stops.

Located on Rodeo Drive, the store’s design was inspired by Hollywood and Los Angeles culture.

The new location continues the brand’s celebration of its 25th anniversary.

The online watch marketplace’s “Time Is Our Thing” campaign highlights the importance of time.

She will oversee strategic planning, fundraising, industry partnerships, and the launch of the Gem Legacy Campus in Tanzania.

Working with Amazon’s Counterfeit Crimes Unit and law enforcement, Pandora helped to shut down a large-scale counterfeit network in China.

The jewelry company has closed its three California brick-and-mortar stores, as well as its online shop, for now.

He is remembered for his successful entrepreneurship, generosity, and dedication to his family.

The jewelry store chain has reportedly been struggling with costs related to tariffs as well as tough retail competition.

Welcome warm summer days with red hot rubies perfectly chosen as July’s birthstone.

Co-founders Afzal Imram and Lin Ruiyin brought their son’s story of a cosmic egg, toadstool, and railroad to life in their new collection.

The best time to prepare for the holiday season is right now, according to columnist Emmanuel Raheb.

“The Jewelry Book” comes out this September.

The company is focused on modernizing the custom jewelry buying experience with e-commerce tools like product visualization and 3D styling.

Following its recent acquisition, the storied brand has updated its leadership team and regional managers.

AGS also named the recipient of its “Women in Leadership” scholarship.

The 20-karat yellow gold and diamond wrap ring is modeled after the Monstera plants in the garden of the brand’s Miami villa.

Rocksbox President Allison Vigil shared the retailer’s expansion plans, and her thoughts on opening stores in malls.

The creator of the WJA Chicago chapter is remembered as a champion for women in the jewelry industry and a loving grandmother.

The decline was consistent across age groups and almost all income groups, with tariffs and inflation still top of mind.