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.
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Safe-Haven Dynamics – Gold and Silver prices are consolidating as investors assess the possibility of U.S.-Iran diplomatic talks and the uncertain future of the current ceasefire. Both nations are scheduled for peace negotiations in Islamabad this week. However, the ceasefire came under threat on Monday following the seizure of a cargo vessel, raising doubts about whether talks will proceed as planned.
- Geopolitical Developments– The ongoing Middle East conflict has caused a significant disruption to energy supplies, pushing inflation risks higher and increasing the probability of central bank interest rate hikes — both of which create headwinds for gold prices. Adding to the uncertainty, President Donald Trump indicated he will not extend the truce if no agreement is reached before its deadline, and has stated that the Strait of Hormuz will stay closed until a deal is finalized.
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Technical Triggers
- Gold is trading in the range of $4750 (~ Rs 152,500) and $4850 (~Rs 155,000) from past few days. Either side breakout or breakdown will give 3-4% directional move.
- Silver is trading in the range of $78 (~ Rs 248,000) and $81 (~Rs 257,000) from past few days. Either side breakout or breakdown from this band will give 3-4% price swing.
Support and Resistance
| International Gold Support Level International Gold Resistance Level Domestic Gold Support Level Domestic Gold Resistance Level | : $4600/oz : $5000/oz : Rs 153,000/10 gm : Rs 160,000/10 gm |
| International Silver Support Level International Silver Resistance Level Domestic Silver Support Level Domestic Silver Resistance Level | : $75/oz : $82/oz : Rs 235,000/kg : Rs 260,000/kg  |
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