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Jewellery exporters leveraging digital marketing to access US market

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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.

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International News

Platinum Market Demonstrates Strong Resilience With Price Recovery

Rebound In Platinum Prices Is Primarily Attributed To Softer U.S. Dollar Sentiment and Declining Treasury Yields

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Global commodities markets are observing a significant shift in precious metals, as platinum (XPL) demonstrates a robust price recovery following a stabilization period in key support zones. The asset class is currently experiencing a constructive short-term upward trajectory, heavily influenced by shifting macroeconomic indicators and evolving geopolitical dynamics.

Strategic Market Drivers

The recent rebound in platinum prices is primarily attributed to a confluence of favorable macroeconomic factors, including softer U.S. dollar sentiment and declining Treasury yields. This capital reallocation toward precious metals has been further accelerated by a preliminary U.S.- Iran peace agreement. The geopolitical breakthrough has effectively mitigated energy inflation anxieties, providing a tailwind for industrial and precious commodities alike.

From a technical perspective, platinum has successfully established a firm baseline within the $1,650–$1,750 support corridor. Current market momentum indicates a near-term progression toward the $1,850–$1,900 resistance zone.

Outlook and Risk Assessment

While current indicators support a bullish short-term structure, institutional analysts emphasize that the asset’s mid-to-long-term trajectory remains contingent upon upcoming regulatory and macroeconomic milestones.

The impending Federal Reserve policy decision serves as a critical focal point for the market. Stakeholders are advised to monitor the following primary risk factors that could impact market consolidation or trigger a breakout:

  1. Monetary Policy Signalling: A hawkish stance from the Federal Reserve could strengthen the U.S. dollar, potentially capping platinum’s upward momentum.
  1. Industrial Demand: As a dual-use asset, platinum’s long-term valuation remains closely tied to global industrial manufacturing output.
  1. Technical Breakouts: Sustained price action above the $1,900 threshold will be required to validate a broader macro-rally toward the next institutional target of $2,170.
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JewelBuzz is Asia’s First Digital Jewellery Media & India’s No.1 B2B Jewellery Magazine, published by AM Media House. Since 2016, we’ve been the trusted source for jewellery news, market trends, trade insights, exhibitions, podcasts, and brand stories, connecting jewellers, retailers, and industry professionals worldwide.

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