The fourth edition of the annual Jewellers Association Show (JAS) 2010 got underway this year with the theme ‘Enduring Reality’, focusing on the perennial presence and influence of royalty in the gems and jewellery produced by Jaipur Jewellers. The event opened at the Birla Auditorium in Jaipur, on August 6 and spans until August 9, 2010. %% The JAS platform has gained repute of being a good opportunity for effective trade networking, and this year, jewellers expressed an enthusiastic participation across 225 booths. Nirmal Bardiya president of JAS and the convener of the show said, “Gems have not been attracting many customers of late. With a separate section for them, we are hoping that they will get a boost in the industry again,” The first day began with good number of footfalls. This edition has seen an increase in stalls from 200 to 240 and nearly 1500 B2B registrations from out of Jaipur. %% The event was inaugurated by Home minister Shanti Dhariwal, with City Mayor Jyoti Khandelwal and Yuan Wilson the president International Coloured Gemstone Association (ICA) as guests of honour.