Unlike other industrial sectors such as luxury or tourism, the jewelry industry in China has deep ties to the country's cultural and social history. The fact that Chinese jewelry buyers belong to different generations means that the Chinese jewelry market as a whole presents a completely distinct reality.
For instance, while diamonds unquestionably dominate the jewelry scene in the United States or Europe, gold accounts for over 60% of sales in China. Gold is valued not only for its aesthetics but also for its investment potential and social significance.
Colored gemstones, diverse cutting styles, and varied purchasing occasions are quickly moving away from the preferences of earlier generations. These younger generations, raised in a rapidly developing China with easy access to social media and Western culture, blend self-expression with their taste in jewelry.
The Jewelry Market in China: A Diverse Landscape
As in almost every aspect of contemporary Chinese society, the landscape is undergoing a significant transformation due to the rise of younger consumers. It’s no surprise that individuals aged 18 to 35 now account for more than half of the jewelry consumption market in China, and their tastes and sensibilities are reshaping the way jewelry is perceived and purchased.
Naturally, these market developments create significant opportunities for both Western and Chinese brands. Competition is intensifying, especially with the rapid digitalization and integration of social media in the Chinese market, unlike anything seen in other countries.
For the first time in China's history, brand value surpasses material as the primary factor in jewelry selection. Brands looking to capitalize on this new reality in the Chinese market must craft unique narratives and positioning, establish effective sales channels (such as eCommerce and live-streaming sales), and implement savvy marketing strategies (including social media marketing and collaborations with influencers).
Discover our China Jewelry Trends Report 2025
Understanding how the market and consumer tastes are changing is undoubtedly an important and challenging goal.

With this in mind, our China Jewelry Trends Report 2025 has the clear ambition of assisting and guiding our clients and stakeholders in their efforts to understand market dynamics.
Divided into three chapters, our report aims to shed light not only on the market in general but, more importantly, to focus on the differences and contrasts within the world of China.
Not only demographic differences but also regional and gender differences play a crucial role in understanding which target audience needs to be addressed.
China is not just Beijing and Shanghai; smaller cities and provincial areas are beginning to play an increasingly significant role.
E-commerce and live streaming have completely transformed the way of selling, buying, and, most importantly, building trust with customers in recent years.
Following this thread, the report concludes with two very interesting case studies of two very different companies: a major name in the national landscape like Buccellati and a small Chinese company. This demonstrates how, with the right ideas and products, it is possible to carve out a unique market niche.
Why should you read our China Jewelry Trends Report 2025?
Market analysis to help you make the right decisions:
- Discover key information on market share, the main and emerging consumption areas in China, and growing trends.
- Gain insights into how gold, colored gemstones, pearls, and other precious materials are perceived today.
Understanding your target through regional, generational, and gender perspectives:
- Understand the diverse demographics of Chinese jewelry buyers, spanning various generations, and learn how this diversity shapes the market landscape.
- Learn how younger generations (18-35 years old) now represent over 50% of the jewelry consumption market share in China.
- Observe consumer preferences in lower-tier cities and how female consumption is evolving.
Understanding Chinese customers to promote a brand effectively:
- Dive into the cultural and social history intertwined with the jewelry industry in China, offering diverse perspectives that brands should consider to promote themselves more effectively.
Strategies and opportunities for Western brands to expand their sales:
- Obtain practical strategies to approach the evolving Chinese market, including crafting narratives, establishing effective sales channels, and implementing innovative marketing tactics.
- Discover the importance of adapting to the digital landscape and understand the fundamental role of social media integration in a business development strategy.
- Be inspired by two real-life case studies of companies that have grown in the market by earning the trust of Chinese consumers.
The right information and, most importantly, how to use it, are key to success in the market. With our industry know-how and our Italian-Chinese team, based both in Italy and Shanghai, we are here to support your company and take your business to the next level!
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