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
U.S. specialty jewellery retailers recorded a 5.7% y-o-y revenue increase in Sept 2026:Tenoris
The growth continues to be driven primarily by high-end purchases rather than sales volume. Average consumer spend per item jumped 11% in September, offsetting an 11% drop in sales volume for lower-priced merchandise.
U.S. specialty jewelry retailers recorded a 5.7% year-over-year revenue increase in September 2026, extending nearly two years of continuous monthly growth despite broader economic headwinds, according to new data from industry analytics firm Tenoris. Year-to-date jewelry revenues are now up 8.5%.
The growth continues to be driven primarily by high-end purchases rather than sales volume. Average consumer spend per item jumped 11% in September, offsetting an 11% drop in sales volume for lower-priced merchandise.
Key insights from the September report include:
- Diamond Market Dynamics: Sales of finished diamond jewelry dipped slightly by 0.6%, though average spending per stone rose 11%.
- Lab-Grown Segment: Demand for lab-grown diamond jewelry surged nearly 26% year-over-year. However, revenue for loose lab-grown diamonds fell for a fifth straight month due to declining prices.
- Outperforming Broader Luxury: While overall U.S. luxury spending fell 6% in September—according to recent Citi credit card data—jewelry sales remained comparatively resilient, driven by affluent buyers.
When overall revenue increases even as the number of individual items sold drops, it creates a optical illusion of growth. On paper, top-line financial performance looks strong, but underneath, the business is relying on fewer transactions at much higher prices.Heading into the high-volume fourth quarter—driven by holiday shopping—this dynamic presents specific operational challenges and strategic risks for jewelry retailers.
U.S. specialty jewellery retailers recorded a 5.7% y-o-y revenue increase in Sept 2026:Tenoris
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