China Jewellery Boom Goes Global Through Livestream Power

Gems News: Digital Gold Rush in the Chinese Market

China’s jewellery e-commerce market is witnessing a spectacular boom, fuelled by livestreaming, short-form videos, and the growing appetite of tech-savvy young consumers. Once confined to traditional stores, jewellers are now thriving on major platforms like Tmall and Taobao. These online giants have transformed how Chinese shoppers discover, evaluate, and purchase jewellery, giving birth to a vibrant digital marketplace that continues to expand both domestically and internationally. In fact, this Gems News report reveals that according to the China Internet Network Information Center, online shoppers in China reached 976 million as of mid-2025—almost 87 percent of all Internet users.

China’s booming jewellery livestream industry is turning online platforms like Tmall and Taobao into global showcases for innovation and luxury craftsmanship.
Image Credit: Fashion China Agency

The 2024 China Jewellery Industry Development Report further highlights that jewellery e-commerce sales in China surged to RMB298.26 billion (about US$41.81 billion), marking a 16.4 percent increase year-on-year. Five major jewellery hubs—Shuibei, Ruili, Sihui, Pingzhou, and Zhenping—collectively surpassed RMB100 billion in online sales. From pearls to jade and crystal, categories once tied to physical retail have now become top-selling items online.

Trends Reshaping Consumer Desires

The 2025 Taotian E-commerce Jewellery Industry White Paper points to three major trends defining this digital gold rush: the revival of gold jewellery, the “healing economy,” and the rise of minimalism. Younger consumers aged 18 to 24 are embracing gold for its investment appeal and artistry, while emotionally meaningful crystal jewellery—like citrine for prosperity or obsidian for protection—continues to attract followers. Minimalist designs have also gained ground as people shift toward lightweight, affordable, and versatile pieces that fit modern lifestyles.

Social media discourse, particularly around “timeless” gold accessories and new highs in gold prices, has only intensified the fascination. According to Taotian’s senior manager Rui Zi, average purchases now range between RMB3,000 and RMB10,000, with most buyers hailing from smaller-tier cities.

Livestreaming and Digital Empowerment for Jewellers

The power of livestreaming has rewritten retail playbooks. Tmall’s 2024 Store Opening Report recorded a 90 percent rise in new jewellery stores, with some earning over RMB100 million in their first year. Tmall’s ecosystem supports jewellers with data-driven marketing, AI tools for customer segmentation, and special incentive programs like the Blue Star Project, offering up to RMB2.5 million per store. VIP membership programmes like 88VIP, with 49 million users, further help brands nurture loyal, high-value clientele.

Taobao Global Shopping is helping overseas jewellery houses enter China’s market with incentives like free store setup, traffic support, and exposure through major events like “618” and “Double 11.” These initiatives are also inspiring luxury brands in the US and Europe to adopt China’s livestreaming model for direct engagement with audiences.

Global Expansion Through the Livestream Lens

E-commerce’s ability to erase geographical barriers has been transformative. New data reveals a rising population of high-spending “Chinese media users” across Southeast Asia, especially in Thailand, Malaysia, and Singapore—markets showing strong engagement with China-based platforms. This intersection of digital innovation and cultural influence is creating a borderless retail ecosystem.

Luxury watch and jewellery brands are now embracing live-stream selling not just as a marketing tool but as a storytelling experience. By blending expertise, emotional connection, and exclusivity, livestreaming has become a digital stage for brands to build community and authenticity—reshaping how consumers value jewellery in the digital age. This wave of innovation marks the dawn of a new era where technology, emotion, and craftsmanship merge to drive jewellery retail into uncharted territory, bridging East and West with glittering digital precision.

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