Not many women can resist sparkling jewelry. And it gets harder to resist when there is an exhibition hall full of them.

Hundreds and thousands of dazzling gems are stealing the hearts of many at the country's biggest jewelry fair running at COEX in Samseong-dong, southern Seoul.

About 300 jewelry companies from around the world are showcasing their latest products at "Korea International Jewelry & Watch Fair 2010."

Organized by Korea International Trade Association, the eighth jewelry fair is expecting some 30,000 visitors and buyers. Last year, about 25,000 people visited the fair to see the products by 282 participating companies.

Participating companies include Princess and Gembros from Korea, Manuelli Gioielli Firenze from Italy, Blumer from Germany and Teng Huat from Singapore.

This year's show sees a significant trend toward bolder jewelry and designs with 3-D effects.

"Flower or butterfly designs used to be popular before, but this year we see more dynamic designs that feature seahorses, corals and even polar bears. Yellow gold seems to be back in town, as it perfectly matches animal print garments which many fashion designers showcased this season," said the organizers.

"In the case of diamonds, the trend is to have it set on a black gold plated ring so that the diamonds will stand out even more due to the black and white contrast," they added.

Visitors can also find the prizewinning works of this year's International Jewelry Design Contest, the theme of which was "The Moments to Cherish," and 100 rough gemstones from Iksan Jewelry Museum at the fair.

"Korea International Jewelry & Watch Fair 2010" runs until tomorrow at the Atlantic Hall and Conventional Hall at COEX in Samseong-dong, southern Seoul. Admission is 10,000 won. No admittance to those under 15 years of age.

For more information, call (02) 6000-5549 or visit www.jewelfair.com