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US Jewellery Retailers brace for a season of purpose

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The diamond and jewellery industry steps into the November festive season with tempered optimism, facing a market characterized by a blend of aspiration and caution. While high-end and value-driven retailers see opportunity, middle-market brands brace for slower movement as consumers, particularly in the U.S., shift from impulse buying to mindful, purposeful spending.

Economic Headwinds and the Discount Demand

Economic uncertainty and rising costs are shaping consumer behavior. The National Retail Federation (NRF) reports that Americans plan to spend slightly less this holiday season ($890.49 vs. $901.99 last year), signaling a clear trend toward conscious buying. This cautious approach is compounded by historic gold prices and rising tariffs, which lead 85% of consumers to expect higher prices. Consequently, a “purposeful gifting season” is emerging, driven by a strong consumer desire for promotions and early-bird discounts.

Gen Z and the Shift to Values

Despite an overall consumer plan to delay non-essential purchases, jewellery remains an area of intended indulgence, notably led by Gen Z. Twenty-eight percent of Gen Z shoppers plan to spend on jewellery, outpacing all other generations. This influential demographic is fundamentally reshaping the market by demanding more than just sparkle; they prioritize quality, craftsmanship, and ethical integrity. Studies show 71% of Gen Z buyers focus on quality, while 39% are motivated by sustainability and responsible sourcing.

Redefining the Emotional Investment

This value-driven mindset is also prominent in the bridal segment. Younger couples view the engagement ring as a shared emotional investment, not a surprise. Key factors are quality (96%), customization (76%), and sustainability (88% of Gen Z). To manage budgets (average spend is $\$4,000-\$6,000$), many are embracing lab-grown diamonds for value. Current design trends favor refined simplicity: clean, minimal solitaires with elongated cuts (oval, cushion, marquise) in yellow gold, signaling individuality over overt opulence.

Luxury’s Steadfast Appeal

In stark contrast, the luxury market remains resilient. Its affluent clientele is driven by distinction, not discounts, fueling demand for rare stones and heritage craftsmanship. Major luxury groups report stable growth, supported by consumers who view jewellery as both an emotional keepsake and a tangible investment amidst geopolitical uncertainty. For this segment, bespoke creations, limited editions, and provenance-driven storytelling deepen the jewellery’s allure as a long-term asset.

The Common Thread: Authenticity

Ultimately, the 2025 festive season presents two distinct markets—value-driven shoppers seeking meaning and affordability, and affluent collectors seeking artistry and emotional depth. Both are converging on one central demand: authenticity. Whether through ethical sourcing, craft revival, or transparent storytelling, brands across all price points are realizing that modern consumers crave connection and substance as much as they crave beauty. The season’s sparkle is now undeniably rooted in substance.

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International News

GJEPC Showcases India’s Craftsmanship, Innovation and Design At JCK Las Vegas 2026 Through The India Pavilion and India Design Gallery

India Pavilion Was Inaugurated By Dr. K. J. Srinivasa, Hon’ble Consul General Of India To Los Angeles

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Marking its 21st consecutive participation at JCK Las Vegas, the India Pavilion brings together 33 premier exporters, showcasing India’s innovation, craftsmanship and design prowess. The India Design Gallery complements the showcase with 26 exceptional creations from the Artisan Jewellery Design Awards 2026, celebrating India’s growing influence in design-led jewellery innovation.

The Gem & Jewellery Export Promotion Council (GJEPC) marks a defining milestone this year, celebrating its 21st consecutive participation at JCK Las Vegas, the world’s premier jewellery trade event. From May 29th to June 1st, 2026, at The Venetian Expo, the India Pavilion will serve as a global stage for 33 of India’s most visionary member exporters. Spanning 3,900 sq. ft., the pavilion represents the “Brilliant Bharat” initiative, showcasing a transition from a manufacturing powerhouse to a global trendsetter that blends centuries-old hand skills with a sophisticated, design-first approach for the international market.

The India Pavilion was inaugurated by Dr. K. J. Srinivasa, Hon’ble Consul General of India, Los Angeles, in the presence of Kirit Bhansali, Chairman, GJEPC; Vijay Mangukiya, Convener – International Exhibitions, GJEPC; Ashish Borda, Convener – Promotions, Marketing & Business Development (PMBD), GJEPC; Mital Doshi, Convener – Banking, Insurance & Taxation Committee (BITC), GJEPC; and Sabyasachi Ray, Executive Director, GJEPC.

The pavilion’s architecture across two strategic levels is designed to guide international buyers through a curated journey of Indian excellence. On Level One’s Passport Section, the narrative begins with the timeless elegance of natural diamonds and the intricate artistry of studded and plain gold jewellery, reflecting India’s deep-rooted connection to precious metals. The experience continues at Level Two, which serves as a specialised hub for high-end natural diamonds and couture jewellery collection. The collections speak the refined language of global aesthetics.


Another standout is the India Design Gallery at level 1-105, a showcase of specially crafted one-off jewels presented under the overarching theme, Quantum Couture. Curated by Paola De Luca, a globally recognised jewellery trend forecaster,  the pieces reimagine India’s rich artisanal heritage through a modern lens. The India Design Gallery spans three narratives, namely, Embroidery, Micro Painting, and Poetic Layers, each translating heritage techniques into bold, future-facing expressions of design.

Kirit Bhansali, Chairman, GJEPC, said:

“For over two decades, GJEPC has maintained a strong presence at JCK Las Vegas, and our 21st year marks a significant evolution in how we present Indian craftsmanship to the world. With 33 exporters across 3,900 sq. ft., we are not just showcasing products; we are showcasing India’s capability as a design-led manufacturing powerhouse. By blending our ancestral savoir-faire with modern innovation, we have ensured that the India Pavilion offers a vision of jewellery that is innovative, market-ready, and deeply rooted in excellence, reinforcing our position as the world’s preferred sourcing destination.”

“The India Design Gallery reflects the creative evolution of Indian jewellery, where heritage craftsmanship meets contemporary design thinking. By showcasing exceptional creations from the Artisan Jewellery Design Awards 2026, we are presenting India’s growing capabilities as a global hub for design-led jewellery innovation.” added Bhansali.

Commenting on GJEPC’s recently announced membership of the Natural Diamond Council, Bhansali, noted: “The Natural Diamond Council plays a vital role in promoting the desirability and enduring value of natural diamonds among consumers worldwide. Our membership reflects GJEPC’s commitment to supporting collective industry efforts in category marketing, consumer education and storytelling, ensuring that natural diamonds continue to resonate with a new generation of consumers across global markets.”

India’s gem and jewellery industry today stands as one of the world’s most diversified and integrated ecosystems, with strengths spanning natural diamonds, coloured gemstones, gold jewellery, studded jewellery, silver jewellery, platinum, and the rapidly growing lab-grown diamond segment. Backed by a vast network of skilled artisans, advanced manufacturing capabilities, design innovation, and a strong supply chain, India has emerged as a preferred global sourcing destination, serving leading international brands and retailers with quality, scale, and craftsmanship.

India’s global rise in the gem and jewellery sector is also driven by sustained industry-building and international engagement initiatives led by GJEPC. The Council continues to strengthen India’s position on the world stage through active participation in key global industry forums including the World Diamond Council, World Federation of Diamond Bourses, and Kimberley Process, advocating ethical sourcing, transparency, sustainability, and responsible growth across the global value chain.

As part of its international outreach strategy, GJEPC provides Indian exporters access to key global markets through participation in leading international trade exhibitions and Buyer-Seller Meets across regions including Hong Kong, Las Vegas, Singapore, Italy, London, Sydney, Dubai, Bahrain, Japan, Germany, Saudi Arabia and Brazil. Flagship engagements include renowned platforms such as Jewellery & Gem ASIA Hong Kong, JCK Las Vegas, VICENZAORO, Jewellery Arabia, HKTDC Hong Kong Shows, JGT Dubai, and International Jewellery Tokyo, alongside focused Buyer-Seller Meets and initiatives such as IGJS Jaipur and SAJEX. These initiatives continue to expand market access, facilitate business opportunities, and strengthen India’s position as a trusted global jewellery hub.

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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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