[2024] How to Market a Niche Jewelry Brand in China?

You are a Niche Jewelry Brand, and you want to market in China in 2024 with reasonable cost? This guide is 100% for you. 🙂

  1. Build an Impeccable Reputation: “Trust Is the True Gem”
    • Cultivate a strong, positive reputation through consistent quality and customer service excellence. Word-of-mouth and social proof are invaluable in China’s market.
  2. Garner Glowing Reviews: “Every Review Reflects Your Brilliance”
    • Encourage satisfied customers to share their experiences online. Positive reviews can significantly influence potential buyers’ decisions in China , you have no idea.
  3. Strategic PR Campaigns: “Shine Beyond Your Sparkle”
    • Utilize press releases and media outreach to tell your brand’s unique story. Effective PR can enhance brand visibility and credibility, this is China!
  4. Small KOL Paid Partnerships: “Influence Is the New Diamond”
    • Collaborate with Key Opinion Leaders to tap into their follower base. Their endorsement can drive traffic and conversions, but KOL are not free, better to use smaller KOL who are Cost efficient
  5. Master LIttle Red Book : “Craft Your Presence Where It Counts”
    • Actively manage your account on Little Red Book (Xiaohongshu), posting engaging content and interacting with users to build a loyal community.
  6. Engaging Content : “Content Is the Crown Jewel”
    • Don’t be boring, and to hack the Chinese market, you have to regularly post captivating content on platforms like Red Book and Douyin to engage your audience and keep them interested in your brand. Likes, Comments and share … the fuel of Social medias in China.
  7. Community Engagement: “Create a Community, Not Just followers”
    • Manage online communities by interacting with followers, responding to comments, and participating in discussions to build a strong, engaged brand community.
  8. Innovative Advertising & Trendy Videos: “Capture Eyes, Capture Hearts”
    • Utilize targeted ads on Red Book and create trendy videos on Douyin to showcase your jewelry’s uniqueness and style, capturing the attention of potential buyers.
  9. Expand Through Resell Networks: “Every Piece a Pathway”
    • Develop a network for reselling and distribution to widen your market reach. Partnerships with retailers and online platforms can open new avenues for sales and visibility.
  10. Work, improve and adapt to the Chinese Local taste

Cost-Effective Agency

KPI and Results focused. We are the most visible Marketing Agency for China. Not because of huge spending but because of our SMART Strategies. Let us help you with: E-Commerce, Search Engine Optimization, Advertising, Weibo, WeChat, WeChat Store & PR.

Use Digital to Compete with big Brand (& big budget)

If you want the solution, pricing, contact us directly… We are a Cost effective Marketing Agency

If you want to learn more… enjoy the article and the data collection

Diamonds are a girl’s best friend. (work also in China)

Nothing says “I love you,” or “I’m sorry” like jewelry can, and nothing is a better alternative to bank savings actually than jewelry. China knows it.

The China Jewelry Market

China is currently the second largest jewelry consumer in the world.

If you have updated source (comment or email we take)

China’s economy has shown groundbreaking growth due to a higher average income of citizens. Lifestyle has been changing and sophisticated Chinese consumers are chasing not only big brand names now but care more about quality, a unique look, value, and design.

Jewerly in China a USD 49 billion Market

What is the market size for jewelry?

The jewelry market size in China was worth around USD 49 billion in 2022 and is predicted to grow with a compound annual growth rate of roughly 4 %

  1. Rapid Growth in Luxury Segment: The luxury jewelry market in China has been experiencing rapid growth, with increasing demand for high-end, premium jewelry pieces as symbols of status and wealth.
  2. Preference for Customization: Chinese consumers, especially the younger demographic, show a strong preference for personalized and customized jewelry, indicating a shift towards unique, tailor-made pieces over mass-produced items.
  3. E-commerce and Social Commerce Surge: There’s a significant shift towards online shopping for jewelry, with platforms like Tmall, JD.com, and social commerce sites such as WeChat and Little Red Book becoming popular channels for purchasing jewelry.
  4. Sustainability and Ethical Sourcing: An emerging trend is the growing awareness and demand for sustainably sourced and ethically made jewelry. Consumers are increasingly concerned about the environmental impact and ethical standards of their purchases.
  5. Rise of Domestic designers: Domestic Chinese jewelry brands are gaining popularity, challenging international giants. These brands often merge traditional Chinese elements with modern designs, appealing to national pride and cultural heritage.
  6. Digital Marketing and KOL Influence: Key Opinion Leaders (KOLs) and influencers play a crucial role in shaping jewelry purchase decisions. Brands are investing heavily in digital marketing strategies and collaborations with influencers to reach potential customers.
  7. Growth in Men’s Jewelry Market: The market for men’s jewelry in China is expanding, with an increase in offerings and demand for men’s bracelets, necklaces, and rings. This segment’s growth reflects changing attitudes towards fashion and self-expression among Chinese men.

 Jewelry Share, Segmentation & datas 2023-2024

JewelleryMarket Value 2023 (RMB billion)Market Share 2023Market Value 2022 (RMB billion)
Coloured gems284%26.17
Platinum & Silver91%8.33
Fashion Jewellery & Others193%17.27

This comparison highlights the growth in each segment, indicating the shifting preferences and spending patterns in China’s jewellery market from 2022 to 2023

Jewerly a Fashion Item in China

Nowadays jewelry is seen as an essential fashion element, and Chinese consumers consider actual jewelry as an investment tool to increase their wealth.

Top Jewerly Brands in China

The biggest known jewelry brands in China are Chow Tai Fook, Lao Feng Xiang, Tourist Mart, Chow Sang Sang, and Luk Fook. In 2013, Chow Tai Fook Jewellery Group Ltd was the pioneer in the jewelry market in China in 2014 with a broad product portfolio and multinational partners such as De Beers, Disney, and Korean celebrities, to not only extend its collections but also enhance the brand exposure. In 2013 the brand has occupied the largest position in the Chinese market with 8.63 percent (in terms of sales) followed by Lao Feng Xiang with 5.34 percent. The latter opened its first store abroad in Sydney in 2012; and up to the end of 2013, there were approximately 2624 retail outlets, with over 1,550 distributors and 916 franchises. Currently, Lao Feng Xiang is preparing for the construction of the Canadian division and Vancouver jewelry store.

International luxurious jewelry brands are ramping up e-commerce and social investments working closely with celebrities and influencers to amplify their impact. Among the most desired international jewelry brand names are Chopard, Bvlgari, Tiffany & Co., Van Cleef & Arpels, Cartier, Buccellati. By the way, Swiss luxury holding company Compagnie Financière Richemont SA, which owns Cartier, is in talks with Chinese holding company Gansu Gangtai to acquire Italian jewelry brand Buccellati.

Buccellati opened its flagship store in China in Shanghai’s Plaza 66 in November 2017. Recently it opened additional outlets in Shanghai and Beijing and an official store on JD.com’s TopLife. The Rome-based jewelry company creates Roman-inspired designs for their necklaces and bracelet cuffs collections. Buccellati also takes pride in coming up with certain designs that give their jewelry a very appealing look, like brushing and mattifying metals and heavy encrustation using high-quality gemstones and diamonds.

How to market a Jewelry brand in China ?

China has the second largest diamond market (after the US). Diamond jewelry has become not just ‘popular’, but the dominating industry growing at light speed. In particular, the bridal market is the biggest jewelry consumer here. 2/3 of Chinese women consider gold and platinum jewelry an investment.

How to market a Jewerly Brand in China?

If you are a small Brand, it will be hard, but it is not impossible… if you bet on Digital and Social media in China


Social media like WeChat (Details here)

Think out of the Box with little Red Book

High Quality Content everywhere

Be sure to have Premium Reputation when Client Baidu(google) your Name

Think E-Commerce (more information here) JD is really agressive on this segment

Enlarge your resellers Network via online Communication

Do you want to know our Marketing Solution? and Pricing?

Do you need a clear Plan ?

Want a Startup Pricing Strategy?

  • You are at the good page contact us NOW
  • Pricing start at 10k$ for a Campaign

We have Small Jewerly Brands Case study.

Similar Posts


    1. Yes, very popular Premium luxury is hot nowadays among millenials in China golden time for Coach for example
      Send us an email to get more information Jessica

  1. Hello
    I am Sun Yang, and have several Stores on WeChat, and want to resell Foreign Brand of Jewelry, can you contact me please to see how we can collaborate

    1. I will add you to our Distributor list, when Brands contact us, we can introduce them to you, if they meet your requirements. 😉

Leave a Reply

Your email address will not be published. Required fields are marked *