iSuite Insight: The Resilience of China’s Luxury Jewelry Market in 2025

China’s luxury jewelry market is witnessing rapid expansion, fueled by the rise of the middle class and an increased interest in high-end goods. Chinese consumers are increasingly drawn to jewelry not only as a status symbol but also as a form of self-expression and investment. With evolving preferences and the rise of younger Gen Z buyers, alongside the growing influence of online content, the landscape of luxury jewelry in China is being redefined. This article provides actionable insights and strategic recommendations for navigating this dynamic market and achieving sustainable success.

 

Overview of China’s Luxury Jewelry Market

Key Market Statistics

Statista projects a 7.02% compound annual growth rate (CAGR) from 2025 to 2029, with market volume reaching US$68.24 billion by 2029¹. This impressive trajectory underscores the significant opportunities available for global brands. While earlier reports, such as the joint whitepaper by De Beers Group and Jing Daily, projected a more conservative 3% CAGR for the broader luxury market through 2028², the more recent Statista data, specifically focused on the luxury jewelry segment, paints a more optimistic picture. 

Sources: 

¹https://www.statista.com/outlook/cmo/luxury-goods/luxury-watches-jewelry/luxury-jewelry/china

²https://jingdaily.com/posts/diamonds-reimagined-luxury-jewelry-s-resilience-and-growth-in-china

 

Insights from iSuite: Understanding Consumers in China Luxury Jewelry Market

Shopping Key Dates

Understanding consumer behavior during key shopping periods is crucial for luxury brands in China. iSuite, using iClick's iFans data, has identified four key dates in 2024 where Xiaohongshu (RedNote) engagement for luxury jewelry reached peak levels: Valentine's Day, the 618 Shopping Festival, Qixi Festival (Chinese Valentine's Day), and Double 11.  Number of notes and engagement for luxury jewelry content peaked during these crucial gifting occasions and shopping festivals.

• Valentine’s Day (February 14) recorded the highest engagement, with notes such as “情人节还不会挑礼物？看完这个视频你就懂了” (“Struggling to find the perfect Valentine’s Day gift? Discover the ideal options in this video”) receiving over 200k engagements. As Valentine’s Day coincided with Chinese New Year in 2024, notes mentioning “red” and “gold” jewelry, which symbolize luck and fortune, also gained traction with over 13.5k engagement. 
• 618 Shopping Festival (June 18) saw a rise in engagement as consumers took advantage of discounts to purchase luxury jewelry. The top-performing note, “大牌首饰攻略” (“Luxury Jewelry Shopping Guide”), gained 55k engagements, reflecting shoppers’ preference for researching before making a purchase. Notes featuring best-selling pieces or limited editions, such as “开箱✨超实用夏日K金首饰” (“Unboxing: Practical Summer K-Gold Jewelry”), highlighted consumer interest in seasonal and trending recommendations.
• Qixi ( August 10) also saw high engagement, with notes such as “No woman will say no to these pink jewelry pieces as gifts for Qixi” (七夕送她这些粉色系首饰，没有女人say no) performing well with 16k engagement.
• Double 11 (November 11) exhibited a steady increase in engagement starting in late October, peaking at nearly 13K engagements during the Double 11 weekends. Unlike traditional festive gifting occasions, notes related to Double 11 focused more on daily wear jewelry and “must-have” lists, such as:
  • “女生戴手链真的可以提升精致度” (Bracelets can elevate a woman’s elegance).
  • “卡地亚｜女性力量具象化” (Cartier: A symbol of female empowerment).
  • “爱马仕必入的两款饰品” (Hermès: Two essential accessories you won’t want to miss).

 

Trending Content Types on Xiaohongshu

An analysis of the top 200 Xiaohongshu notes related to luxury jewelry reveals the following insights:

• “Shopping Tips & Personal Sharing” Content Drove the Highest Engagement: Users were most engaged with content that compares luxury jewelry across brands, colors, and gifting occasions, showing that Chinese consumers often begin with broad searches before refining their options. Also, there is a strong enthusiasm for sharing luxury jewelry purchases, with unboxing videos, styling tips, and post-purchase experiences generating organic engagement. By leveraging this trend of curating content and real-life experiences, brands can enhance their credibility and capture interest early in the consumer journey.
  Top-performing notes include:
  • “情人节还不会挑礼物？看完这个视频你就懂了” (“Struggling to find the perfect Valentine’s Day gift? Discover the ideal options in this video”)
  • “100%会戴｜买了不后悔的大牌首饰??” (Wear it for sure! Luxury jewelry that you won’t regret buying)
  • “大牌首饰掉色了该怎么办？先别慌来看” (What to do if the color of your luxury jewelry fades? Don’t panic—watch this!)
  • “一起开箱??40w在巴黎买了什么??” (Unbox with me?? What did I buy for 400k in Paris??)
• “Jewelry for Good Fortune” Became a Rising Trend in China: While this category has fewer notes, jewelry associated with astrology, feng shui, and tarot generates exceptionally high engagement. Chinese consumers are increasingly viewing luxury jewelry as symbols of luck, destiny, and personal energy. Concepts like “紫微命盘” (Purple Star Astrology) and “八字” (The Four Pillars of Destiny) resonate deeply with audiences . This growing interest in mysticism presents a valuable opportunity for brands to introduce astrology-inspired collections and storytelling-driven marketing campaigns to meet this growing demand.
  Top-performing notes include:
  • “我劝你们别乱戴首饰了！【形状第2辑】” (I advise you not to wear jewelry recklessly! [Part 2 for Shape])
  • “奢侈品品牌玄学tips” (Tips on choosing Luxury brands that embrace Chinese mysticism
  • “VCA玄学是真的吗” (Does VCA align with Chinese mysticism?)

 

 

 

Brand Performance and Consumer Preferences on Luxury Jewelry

 

 

Social Opinion Snapshots

Social opinions on Xiaohongshu highlight the evolving dynamics of China’s luxury jewelry market. Positive sentiments reveal enthusiasm for iconic designs and zodiac-themed pieces that enhance consumer’s personal style. However, concerns about the long-term value of luxury jewelry and oversaturation of certain designs raises have emerged among high-end consumers seeking uniqueness. This trend underscores a growing demand for both timeless investment pieces and distinctive, personalized jewelry that aligns with individual identity and current fashion trends.