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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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GIA Celebrates America’s 250th Anniversary With Special Red, White and Blue Gem Showcase

Through This Curated Exhibition, GIA Highlights The Scientific, Historical and Artistic Dimensions Of Gemstones While Commemorating A Major Milestone In American History.

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The Gemological Institute of America (GIA) has assembled a distinctive collection of red, white and blue gemstones and pearls to mark the 250th anniversary of the United States. The showcase demonstrates the remarkable diversity of gem materials and highlights how crystal structures, trace elements and natural formation processes influence colour and appearance.

The collection presents a patriotic palette through an array of rare and notable gemstones. Featured in the red category are ruby, red spinel, rhodochrosite and red beryl. A standout exhibit is a finely carved ruby portrait of Abraham Lincoln, underscoring the artistic possibilities of gemstone carving. The display also includes red beryl, one of the world’s rarest gemstones, which is commercially mined only at Utah’s Ruby Violet Mine.

Representing the white and colourless segment are zircon, beryllonite, apophyllite and pearls. Colourless zircon is renowned for its exceptional brilliance and fire, while beryllonite from Maine adds a uniquely American element to the collection. Natural pearls further enrich the display, showcasing the fascinating biomineralisation process through which they are formed inside mollusks.

The blue section features blue spinel, dumortierite, euclase and benitoite. Among these, benitoite holds special significance as California’s state gemstone. First discovered in 1907 and officially designated as the state gem in 1985, benitoite is celebrated for its vivid blue colour and striking sparkle. Despite extensive study, scientists have yet to fully determine the cause of its distinctive hue.

Through this curated exhibition, GIA highlights the scientific, historical and artistic dimensions of gemstones while commemorating a major milestone in American history.

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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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