He took over the well-established event from Continuity Fairs which had founded it more than 30 years ago.
Changes for Steel’s August 1 debut event included adding 15 dealers to the roster, bringing it to a total of 70. He also increased the range of items on offer.
One of the new silver exhibitors said it was a “very interesting event” and has signed up again for its September iteration. As a dealer who sells silver on the more expensive side, he added “it’ll become a good fair” and expects visitors to become more aware of the higher-end items on offer in future.
Long-time exhibitor Danny Cunningham was also pleased and said his average takings from the most recent event increased by 30% compared with his previous five fairs. Cunningham confirmed he will be back: “Try to stop me, I can’t wait.”
Tree of Ages focused on advertising in the run-up to August and dealers noted Steel was “on top of social media and local advertising”.
In turn this attracted just over 500 visitors through the door, which Steel says is an increase of 40% on attendees compared with May.
There were also a number of overseas visitors browsing the stock, with one buying a wooden carved platter for £90.
The dealer behind webuyanywatch.uk was a previous exhibitor but had not attended in quite a while. With new management, he decided to return to see how it was going and by 10am he had sold two watches of the 250 brought with him.
The next fair is on September 19 and is almost completely booked up, with future fairs planned for October 17 and November 21. With a supportive venue and hopes of adding a weekend Epsom date to the calendar in the future, dealers believe it is worth checking out.