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.
DiamondBuzz
Natural Diamond Council: Average Engagement Ring Price Surpasses $7,000 in 2025
Round Cuts Dominate Sales as Larger Carat Stones, Gen Z Buyers and Self-Purchases Drive US Natural Diamond Demand
The average price of an engagement ring in the US rose 9% in 2025 to $7,364, according to the latest trend report released by the Natural Diamond Council (NDC).
Round diamonds continued to dominate the engagement-ring category, accounting for 62% of units sold, followed by oval shapes at 14%. The average center stone size stood at 1.16 carats, with SI1 clarity emerging as the most common grade. Overall, diamond engagement rings — including loose stones and semi-mounts — represented 38% of natural-diamond jewellery sales by volume during the year.
The report, based on data compiled by Tenoris from more than 4 million jewellery transactions across 2,500 US specialty retailers, highlighted evolving consumer preferences in cut, carat weight and design. Celebrity engagement trends also influenced demand, with styles such as marquise and elongated cushion cuts gaining visibility.
Beyond engagement rings, tennis bracelets, wedding bands and pendants recorded the strongest growth in units sold. Bracelets led in pricing, rising 15% year-on-year to an average of $3,600. The average price of rings increased 11% to $2,537, while necklaces climbed 40% to $2,366. Earrings rose 17% to $2,068, and pendants advanced 17% to $1,126.
In terms of stone size, sales of 1.50–1.59 carat diamonds grew 15%, and 2–2.24 carat stones increased 10%. Although the 1–1.04 carat category maintained the largest market share, it experienced a 7% decline in sales volume.
Looking ahead, the NDC projects that Gen Z consumers will remain the fastest-growing segment of diamond buyers in 2026, with younger shoppers increasingly driving self-purchase trends. The council also noted growing momentum in men’s diamond jewellery, supported by rising visibility and shifting cultural attitudes toward diamond ownership.
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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.