In true southern fashion, AJS is hosting RJO with the shared goal of delivering a powerful one-stop experience to a wider audience than ever before.

January 8, 2021 — Atlanta, GA — The Spring edition of the Atlanta Jewelry Show, the SoHo Experience by AJS, will be held in person on March 6-7, 2021 at the Cobb Galleria Centre in Atlanta, Georgia. This live gathering will be a two-day event preceded by a full day of education, the ConnectED Pre-Show Conference, on Friday, October 23.

SoHo is a play on the phrase Southern Hospitality, which is fitting because for over 70 years, AJS has been extending its guests the utmost in Southern Hospitality. Defined as a culture of warmth and friendliness, Southern Hospitality is, and has always been the core mission of AJS. They have taken this concept a step further, by creating the SoHo Experience. This three-day event spotlights this inclusive and welcoming culture and merges that with engaging experiences for all attendees.

For the first time, the Atlanta Jewelry Show is delighted to welcome the Retail Jewelers Organization (RJO) to its show floor. In true southern fashion, AJS is hosting RJO with the shared goal of delivering a powerful one-stop experience to a wider audience than ever before.

With the incredible support of the industry, AJS and RJO are committed to delivering a new experience by offering more organic opportunities for vendors and independent retailers to come together to do business in-person, something everyone is yearning to do safely. The event is designed to showcase the independent and unique value of each organization, while maximizing common interests and bringing the industry together in a safe and secure setting.

Libby Brown, Executive Director of SJTA, comments: “We are proud of the overwhelming success of the October event, and look forward to building upon that positive energy to produce another safe and profitable event for all.” Brown continues, “We have learned so much during these extraordinary times. Adaptation has been the keyword of the past year, and the need for face-to-face business is strong, especially in the jewelry industry. That is why this collaboration with RJO is so special, and we could not be more thrilled to be collaborating with Sarah and her team to exceed the expectations of the vendors and retailers who will be in attendance at this unique event. We remain especially optimistic about the future, and we are focusing all our energy on bringing everyone back to Atlanta safely.”

According to RJO Chief Executive Officer, Sarah Streb, “We have worked tirelessly, in conjunction with our respective boards, to find a solution to bring our organizations together for a safe and exciting event. Now more than ever it is time to work together, think outside of the box and find collaborations that serve the industry as a whole.  We are incredibly excited about the opportunity this presents to both the Atlanta Jewelry Show and RJO and look forward to welcoming all of our members and vendors to Atlanta this March.”

Retail buyers will have the opportunity to shop the latest designs, the most popular trends along with beloved brands, all featured together during the two-day event. Pre-Registration is strongly encouraged and is now open at

The ConnectED Conference, a full day of pre-show education, will be held on Friday, October 23 from 10:00am-6:00pm, and pre-registration will be required for all sessions. SJTA Education Director Cindy Chandler states, “After facing the incredible obstacles that 2020 gave us, I am looking forward to providing education and support that recognizes and addresses the direct and essential needs of the industry. SoHo Pros will be returning to offer actionable content, hands-on training, and updated strategies to attendees during scheduled sessions as well as informal interactions on the show floor.”

Guided by its Safety Shines™ Plan, the Atlanta Jewelry Show will again implement many health and safety measures for the event, including but not limited to:

  • Controlling the check-in process to direct attendee flow with signage and floor stickers
  • Daily health screening and temperature scanning prior to entry
  • Mandatory mask rule and enforcement
  • Rearranging floor plans and seating to respect physical distancing
  • Providing complimentary Personal Protective Equipment (PPE) to all attendees and exhibitors

SoHo Experience by AJS 2021 FAST FACTS

  • Location: Cobb Galleria Centre – Atlanta, Georgia
  • ConnectED Conference: Friday, October 23, 2021
  • Exhibit Hall Open: Saturday and Sunday, March 6-7, 2021
  • Show Hours: Daily from 9:30 am to 6:30 pm
  • Pre-Registration Required


About Atlanta Jewelry Show

Founded in 1950, the show’s official sponsor and producer, the Southern Jewelry Travelers Association (SJTA), is the nation’s oldest association for independent jewelry representatives. For over 70 years, Atlanta has been the host of the Atlanta Jewelry Show. Known for its unparalleled accessibility, compact walkable entertainment districts, and unlimited attractions, this vibrant city is the perfect destination for this comprehensive gathering of the jewelry profession, which features education, order writing, networking, and fun. For information about the Spring event, the SoHo Experience by AJS March 6-7, 2021, visit, email or call 800-241-0399 or 404-634-3434.

About RJO

The Retail Jewelers Organization has been serving members for over 50 years. Membership consists of over a thousand of the industry’s finest independent retailers and vendor members across the nation. RJO was started with the intention of using collective buying power to negotiate better pricing, to build a strong community of thriving business owners and to provide education, services and solutions to make our partners even more successful. In addition to monetary benefits, RJO has flourished from the knowledge sharing that has gone on between our members across the nation. RJO succeeds due to the continual commitment of our members and vendors to making RJO the Premier Jewelers Cooperative.



Helen Blase
Atlanta Jewelry Show
Marketing Director