The Japan Jewellery Fair was launched in 1993 by the Japan Jewellery Association as a highly professional, trade-only event aimed at efficiently bringing together jewellery manufacturers, wholesalers and retailers. In 2006, the Association turned to UBM, organisers of the industry's largest event, the September Hong Kong Jewellery & Gem Fair, to co-organise JJF and to further enhance the fair by opening the exhibition to international participation.

Today, the Japan Jewellery Fair continues to be Japan's leading professional-only trade show for the all-important second half of the retail year. The exhibition strictly adheres to the founding principals of being focused on introducing sellers to high-quality, high-potential buyers.