China Jewelry Trends Report 2026

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The jewelry market in China continues to stand out as one of the most strategic hubs globally, reaching a value of RMB 779 billion in 2024, according to the Gem & Jewelry Trade Association of China.

Despite a slight contraction compared to the previous year, the sector is showing renewed vitality, driven by growing imports and demand that is increasingly oriented toward high-quality products with strong symbolic value.

Gold remains the cornerstone of the Chinese market, accounting for approximately one quarter of global consumption and reaffirming the deep connection between jewelry, culture, and social status.

At the same time, the landscape is evolving rapidly: new consumption patterns, increasing polarization across categories, and the emergence of alternative materials and designs are redefining the concept of luxury, appealing to a younger, more sophisticated, and more identity-conscious consumer base.

The Jewelry Market in China: an Increasingly Diverse Landscape

As in many areas of contemporary Chinese society, the jewelry market is also undergoing a profound transformation driven by the rise of younger consumers, particularly Gen Z, who have grown up alongside the country’s rapid economic expansion, the widespread adoption of the internet, and the accelerated evolution of the fashion industry.

Today, consumers aged 18 to 35 account for more than half of total jewelry demand in China, and their strong sense of individualism and greater purchasing awareness are reshaping the way jewelry is perceived, selected, and purchased.

These structural changes create significant opportunities for both Western and Chinese brands, while at the same time intensifying competition.

The Chinese market is characterized by an exceptionally high level of digitalization and by the deep integration of social media into consumption processes, with channels such as e-commerce and live streaming playing a central role in engaging younger consumers.

Moreover, the growing popularity of innovative designs and the “Guochao” (China-chic) aesthetic—which reinterprets traditional cultural motifs in a contemporary way—has helped renew interest in categories such as gold jewelry.

Today, the symbolic and narrative value of a brand outweighs the material itself as the primary factor influencing jewelry purchases. In this new context, brands seeking to succeed must develop distinctive identities and storytelling, establish a strong presence across digital sales channels, and implement targeted marketing strategies based on social media and collaborations with influencers capable of engaging authentically with younger generations.

Discover our China Jewelry Trends Report 2026

Understanding how the market and consumer tastes are changing is certainly an important and challenging objective.

With this in mind, our China Jewelry Trends Report 2026 has the clear ambition of supporting and guiding our clients and stakeholders in their efforts to understand market dynamics.

Structured into three chapters, the report aims to shed light not only on the market as a whole, but above all on the differences and contrasts within the diverse landscape of China.

Chapter 1 | China's Jewelry Market: A Cultural and Multifaceted Landscape

Chapter 2 | Consumer Insights: New Dynamics through a Regional, Generational, and Gender Perspective

Chapter 3 | Branding & Communication Strategies in China's Jewelry Market

Download our China Jewelry Trends Report 2026!

Why should you read our China Jewelry Trends Report 2026?

1. Market insights to help you make the right decisions::

   - Discover and analyze the latest market trends, key and emerging styles, and how they influence Chinese consumers’ purchasing decisions.

   - Gain in-depth insights into how gold, colored gemstones, pearls, and other precious materials are perceived today.

   
   

2. Understand your target audience through regional, generational, and gender perspectives::

   - Understand the different demographics of Chinese jewelry buyers and discover how this diversity shapes the market landscape.

   - Learn how younger generations (ages 18–35) now represent over 50% of China’s jewelry consumption market share.

   - Examine the preferences of consumers in lower-tier cities and how female consumption patterns are evolving.

   - Understand the new Guochao trend and how to leverage it effectively.

   
   

3. Understanding Chinese customers to effectively promote a brand:

   - Delve into the cultural and social history intertwined with China’s jewelry industry, providing diverse insights that brands should consider to promote themselves more effectively.

   
   

4. Strategies and opportunities for Western brands to expand their sales:

   - Gain practical strategies for navigating China’s evolving market, including crafting compelling narratives, establishing effective sales channels, and implementing innovative marketing tactics.

   - Discover the importance of adapting to the digital landscape and understand the crucial role of integrating social media into a business development strategy.

   - Be inspired by real case studies of companies that have grown in the market by earning the trust of Chinese consumers.

The right information—and, most importantly, knowing how to use it—is key to succeeding in the market. With our industry expertise 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!