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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

Mark Raksha Bandhan With The Art Of Gifting By Lotus Arts De Vivre

Indinoor Brings South Indian Heritage To Life With A Contemporary Temple Jewellery Edit Curated By Shanaya Kapoor

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Raksha Bandhan is a celebration of a bond unlike any other. One shaped by cherished traditions and countless moments over the years. This festive season, Lotus Arts de Vivre brings a distinctive approach to gifting with a selection of jewellery, accessories and objets d’art created to be cherished well beyond the occasion.

Bringing together rare natural materials, exceptional artistry and centuries-old techniques from around the world, each creation tells a story of its own. From intricate Japanese lacquer and Cloisonné to luminous mother-of-pearl, abalone and fine marquetry, the edit offers thoughtful gifts for those looking to mark Raksha Bandhan with something truly distinctive.

Marquetry Clutch Bag with Carved Abalone Bird

A statement accessory rooted in an age-old decorative technique, the Marquetry Clutch Bag is created using imported European rye straw, which is soaked, split, sun-dried and ironed before being meticulously arranged into intricate patterns.

At its centre sits a delicately carved abalone bird with a diamond-set eye, complemented by silver and gold-plated detailing. Mother-of-pearl flower motifs with peridot centres and diamond accents along the bamboo-inspired detailing add another layer of intricacy. Taking over three months to create with more than six craftsmen involved at various stages, the clutch makes for a memorable gift that brings together art, nature and fashion.

Japanese Garden Inspired Lacquer Bangle with Diamond and Red Stone

The piece features diamonds and red stones set in 18-karat gold against a deep lacquer surface. Its creation draws upon the centuries-old Japanese Maki-e technique, where gold or silver powder is carefully applied with brushes to build intricate decorative compositions. Requiring approximately six months and the expertise of more than seven designers and craftsmen, the bangle is a wearable piece of art steeped in Japanese tradition.

Created by acclaimed Japanese lacquer artisan Kita Hama from Japan’s Noto region and embellished by Lotus Arts de Vivre, this sculptural bangle draws inspiration from the serenity and beauty of a Japanese garden

Cloisonné Necklace with Turquoise, Pearl, Red Lacquer and Cord

For a sibling drawn to jewellery with colour and character, the Cloisonné Necklace brings together turquoise beads, pearls, red lacquer and black beads around an intricately enamelled central pendant.

The necklace celebrates Cloisonné, a centuries-old decorative technique in which fine metal wires are shaped into delicate compartments and filled with layers of coloured enamel. The addition of red lacquer brings another historic Asian art form into the design, resulting in a striking interplay of colour, texture and traditional techniques with a contemporary sensibility.

Mother-of-Pearl Canapé Plate with Silver Birds

For those who appreciate beautiful objects for the home, the Mother-of-Pearl Canapé Plate transforms the natural iridescence of mother-of-pearl into an elegant serving and decorative piece.

Sourced from Southeast Asia, the mother-of-pearl is accented with intricately detailed sterling silver birds. Equally suited to serving hors d’oeuvres and desserts or displayed as an object on a coffee table or desk, the piece brings a touch of nature into the home. Taking approximately two months to complete, it passes through the hands of more than six craftsmen and designers from design to production.

Abalone Shell Bowl with Birds

Celebrating the beauty of materials in their natural form, the Abalone Shell Bowl uses a Mexican abalone shell distinguished by its luminous, iridescent colours and organic markings. Sterling silver birds perched along the shell introduce a whimsical signature detail.

Designed to work as both a serving piece and a decorative object, the bowl can hold flowers, desserts or small bites, or simply be displayed on its own. Each shell carries its own natural variations, making every piece inherently individual. The creation takes approximately one and a half months to complete, with several designers and craftsmen involved across its various stages.

This Raksha Bandhan, Lotus Arts de Vivre offers gifts that feel considered rather than conventional pieces shaped by rare materials, artistic traditions and meticulous handwork, chosen to celebrate a bond that is equally one of a kind.

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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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