International News
Jewellery exporters leveraging digital marketing to access US market
Indian jewellery exporters are leveraging digital marketing to enhance online sales in the US to mitigate potential tariff impacts. Taking advantage of the de minimis exemption, they aim to boost ecommerce transactions by promoting direct-to-consumer sales and simplifying cross-border logistics with partners like DHL.
Indian jewellery exporters are using digital marketing to push online sales among potential buyers in the US, as they look for ways to minimize the impact of reciprocal tariffs, which the Trump administration has threatened to bring into effect from April 2.
The US allows jewellery worth up to $800 to enter the country free of tariffs and with minimal customs inspection and processing. Most of these imports, shipped by postal and express delivery services, are retail products purchased online.
In early February, the Trump administration announced it would immediately eliminate the “de minimis exemption” for low-value shipments arriving from China. The announcement led to a backlog of packages at the US ports of entry. When the Customs and Border Protection (CBP) realised that it was not prepared to deal with the huge volume of packages, the Trump administration backed off and instead announced it would create a process for eventually eliminating the exemption for China.
“As global trade shifts from multilateral to bilateral frameworks, the de minimis principle-allowing small-value, direct to consumer (D2C) parcels to enter duty-free-offers Indian exporters, especially in gems and jewellery, a significant advantage,” Kirit Bhansali, Chairman GJEPC said. “This simplified process provides direct access to consumers worldwide without duties. It is estimated that 70-80% of ecommerce exports fall under US$ 200, making gems and jewellery an ideal fit due to their low weight, which reduces logistics costs.
According to GJEPC’s forecast, the US jewellery ecommerce market is expected to reach $6,608.1 million in 2025. The expected compound annual growth rate for the next four years (CAGR for 2025-2029) is 3.9%, resulting in a projected market volume of $7,714.9 million by 2029.
Trade sources said that many mid- and small-sized Indian jewellery retailers are selling their products in the US through different e-commerce sites.
International News
WDC ‘A Champion For The Natural Diamond Trade,’ Says Incoming President Ronnie VanderLinden
‘We Must Speak With One Voice For Natural Diamonds,’ Said The New WDC President, Who Succeeded Feriel Zerouki At The WDC Annual General
The World Diamond Council is a champion for the natural diamond trade, with the primary objective of building confidence in natural diamonds and helping the trade sell them, according to its incoming President Ronnie VanderLinden. He was speaking at the Annual General Meeting of the WDC, which took place May 7, 2026, in Antwerp, Belgium.
Taking office at a time of weaker demand, increased competition and fragmented messaging, VanderLinden said the industry must align behind a clear and consistent position. His approach is direct:
“We are here for one reason. To be a champion for the natural diamond trade. We must speak with one voice for natural diamonds. If we are not helping sell natural diamonds in a meaningful way, we are not doing our job.”
The industry must align behind one clear message on what natural diamonds are and why they matter. That message needs to be demonstrated by the role natural diamonds play in producing countries. And the World Diamond Council must clear a path for the trade, removing the obstacles that make it harder to operate and compete.
“The case for natural diamonds is strong,” VanderLinden said. “But it has to be demonstrated. Where they come from, how they move through the pipeline and what they do in producing countries is the evidence we need to show.”
He also reaffirmed the central role of the Kimberley Process, positioning it as a mechanism to support confidence in natural diamonds.
“We will continue the work to update the conflict diamond definition, so it reflects the reality of today’s risks and strengthens confidence in natural diamonds,” he said. “Feriel Zerouki and the team brought this issue to the forefront. That work matters. We now must finish the job.”
VanderLinden will serve alongside newly appointed Vice President Anoop Mehta, whom he described as “a pillar of both the Indian and global natural diamond trade.”
“I could not ask for a better second in command,” He added. “Anoop’s experience, leadership and deep connections across the industry will be extremely important as we continue this work together.”
Commenting on the same, Kirit Bhansali, Chairman GJEPC said:
“I extend my heartfelt congratulations to Mr. Anoop Mehta on his appointment as the Vice President of The World Diamond Council. This is a proud moment for India and the diamond industry. With his vast experience and leadership, I am confident the WDC, under Mr. Ronnie VanderLinden and Mr. Anoop Mehta, will continue to strengthen consumer confidence and promote the growth of the natural diamond sector.”
During the AGM, David Bonaparte was elected as WDC Treasurer, and Udi Sheintal was re-elected as WDC Secretary. As a special gesture proposed by the new president, Feriel Zerouki was elected as Honorary WDC President.
“This presidency will be judged in a very simple way,” VanderLinden added. “Not by what we say in meetings, but by what happens in the trade.”
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