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.
As 2026 begins, the precious metals market remains volatile following 2025’s historic rally, with gold up around 65% to levels exceeding $4,300–$4,400 per ounce and silver surging 140–170% amid record highs. Driven by safe-haven demand, central bank purchases, geopolitical risks, and industrial shortages (especially for silver in solar, EVs, and electronics), recent profit-taking caused corrections, yet fundamentals support resilience with expected Fed rate cuts and ongoing tensions.
Gold’s Technical Outlook and Drivers
COMEX gold trades near $4,330–$4,360, consolidating after peaks above $4,500. Short-term support holds at $4,300–$4,275, with potential upside to $4,600–$5,000 if resistance breaks. Central banks (e.g., from India and China) sustained buying as a USD/inflation hedge, while lower yields and risks from Middle East conflicts and US policies fuel flows. Analysts like those at State Street and J.P. Morgan see $5,000 feasible in 2026. In India, where gold imports impact the current account deficit, this offers hedging opportunities despite rupee pressures.
Silver’s Trajectory and Industrial Demand
Silver has rebounded to around $71–$73 per ounce after dipping from highs near $83–$86, maintaining an ascending channel with support at $68–$70 and targets of $75–$80+. Its dual role—investment and industrial (50–60% of demand)—amplifies volatility but boosts growth, with deficits exceeding 200 million ounces due to lagging mine supply and booming green tech needs. India’s jewellery and silverware sectors (15% of global consumption) benefit, competing with lab-grown diamonds and aligning via MCX.
Implications for Investors and Policymakers
Precious metals act as portfolio hedges, with gold’s negative equity correlation (~−0.4 long-term) providing stability and silver offering higher-beta returns. Strategies include dollar-cost averaging on dips and monitoring FOMC signals. For India’s jewellery industry, trends demand enhanced e-gold platforms, origin certification, and analytics for pricing. Policymakers could ease import burdens via domestic refining incentives, similar to PLI schemes.
Early 2026 volatility conceals strong bullish fundamentals, with gold targeting $4,600+ and potentially $5,000, and silver eyeing $75–$80+. Geopolitical and macro tailwinds persist, positioning metals favorably—especially in hubs like Mumbai tracking.
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