This article first appeared in the Pearl Report 2025-2026.

E-commerce, livestreaming and other online initiatives are driving growth in the pearl industry. Pearl jewellers in China and the US, for instance, are adopting diverse digital strategies – from China’s social live-selling to trust-driven online sales in the US.

Online sales of pearls in China are booming. Social commerce, which pertains to selling products or services directly through social media platforms, has become a major purchasing channel for younger consumers, with short-form videos and live-selling being key practices for jewellers to reach target customers. According to the 2024 China Jewellery Industry Development Report by the Gems and Jewelry Trade Association of China (GAC), as many as 3,000 full-time live streamers are based in the pearl market in Shangxiahu, Zhuji, conducting nearly 7,000 livestreams per day during peak seasons. Online transactions now account for more than 60 per cent of total pearl sales in China.

The report also highlighted that pearls have become one of the most popular jewellery categories on e-commerce platforms, thanks to their affordability and value for money.

Across the Pacific, livestreaming is a relatively new phenomenon in jewellery sales, but pioneering companies are redefining its role as an effective way to enhance interaction with clients.

In both China and the US, livestream e-commerce is emerging not just as a sales channel, but as an experience – one that engages, educates and builds communities around pearls.

Pearl Report talked to China’s Ruans Pearl Holding Ltd and Shanghai Demi Jewelry Co Ltd, and Los Angeles-based Pearl Paradise about how digital channels are reshaping the interaction between pearl companies and tech-savvy consumers.

Ruans Pearl: Enriching content strategies

Since 2022, livestreaming has become both a growth driver and a branding tool for Ruans Pearl Holding Ltd, a vertically integrated pearl company founded in 1988.

Brand Director Zhou JingEr said, “We started livestreaming in 2022 and saw substantial growth in pearl jewellery sales. Today, we operate five Douyin accounts, each with multiple hosts and differentiated product offerings to serve diverse consumers. Our livestream sessions run from dusk till dawn.”

Zhou said rice pearls’ unprecedented rise to fame was a game-changer, largely contributing to a boom in online pearl jewellery sales in 2023. Young women favour rice pearl jewellery, thanks to their youthful appeal and affordability.

“In today’s online market, fierce competition often revolves around offering the lowest prices, which is not sustainable,” said Zhou. “Ruans Pearl focuses on long-term growth. We are committed to upholding product quality, targeting discerning buyers in the mid- to top-tier market who appreciate jewellery and a sophisticated lifestyle. This customer segment values quality and is willing to purchase premium products.”

For instance, its high-quality rice pearl strand necklace priced at RMB1,399 (around US$195) is a top performer. More than 10,000 pieces were sold during a livestream session, she added.

The company aims to further elevate brand visibility and influence by crafting more engaging and entertaining content in the form of short-form videos and during livestreaming sessions. This is critical to sustaining customer engagement, helping live streamers develop a unique persona and strengthening brand image.

“Livestreaming is naturally a sales-driven event, but bombarding viewers with sales pitches leads to fatigue. You need meaningful and engaging content to entice the audience and establish deeper connection. I am now focusing on creating content about styling tips, cultural stories and lifestyle. That approach not only builds brand identity but also enhances my image as a livestream host,” she explained.

While livestreaming helps broaden market reach and boost sales, Ruans continues to expand its offline retail footprint. It has 18 stores in tier-one shopping districts and plans to increase its sales network to 50. These stores offer high-end designs and bespoke pieces, further strengthening brand equity beyond fleeting online clicks.

Demi Jewelry: Eyeing overseas markets

Founded in 2003 as a pioneer in pearl jewellery e-commerce, Shanghai Demi Jewelry Co Ltd has built its success on a strong presence on Tmall and other online platforms.

“Our online channels drive around 90 per cent of total sales, though live-selling is not our primary focus,” said CEO Zhang Jing. “Challenges associated with live-selling such as high rates of product returns and substantial manpower and logistics costs, often outweigh the benefits and diminish profit margins. We generate stable sales from product listings on e-commerce platforms.”

Listed among the top pearl jewellery companies on Tmall, Demi Jewelry differentiates itself with a design-led, mid-market approach. Focusing on pearls with exquisite lustre and distinctive designs, the brand has carved out a loyal following.

“The challenge is to stand out in a competitive pearl market. Price is the first thing that captures online buyers’ attention. It is crucial to nurture brand reputation to captivate return customers and generate repeat sales,” said Zhang.

Demi Jewelry transitioned from the low- to mid-market segment to a more upscale clientele beginning 2023, reflecting a broader industry movement.

“With low-end products embroiled in a relentless price battle, the prevailing trend points towards targeting the higher-end market as the path forward,” he explained.

With a solid foundation in local e-commerce, Demi Jewelry is widening its horizons.

“In 2024, we started the groundwork for overseas expansion and launched on Amazon and Temu in May 2025, targeting the US market,” said Zhang. “We are gearing up for the peak sales season in the US in the fourth quarter and eyeing sales opportunities during Black Friday and Christmas.”

Pearl Paradise: Leveraging livestreaming to build relationships

Over in the US, Jeremy Shepherd, president of the Cultured Pearl Association of America (CPAA) and president of online pearl retailer Pearl Paradise, has developed the “It’s Mine” livestream series, which now accounts for 25 to 30 per cent of the company’s monthly revenues.

According to Shepherd, the US jewellery industry is relationship-based. People tend to buy jewellery from people they trust. At Pearl Paradise, livestreaming is evolving as a strategy for deepening trust with serious collectors and buyers.

“We want to recreate the personal interaction that is lost in traditional e-commerce,” Shepherd said. “Our livestreams are more like an in-store experience, with the added intimacy of live conversation, storytelling and expert-level education.”

In these live sessions, Pearl Paradise highlights exclusive content such as guest appearances from Tahitian, Fijian, Japanese and Mexican pearl farmers to share stories; onsite coverage of international trade shows; and rare, curated private jewellery showcases not listed on Pearl Paradise’s online store.

“This engaging approach gives clients direct access to the real pearl world,” Shepherd explained.

Majority of its livestream viewers were part of the Pearl-Guide community, an online pearl forum that Shepherd established in 2004, for many years and this foundation of trust made the programme work from the start.

“We are educators first,” Shepherd emphasised. “Our viewers know they are getting more than a sales pitch. Every pearl we feature is a chance to talk about provenance, shape, lustre, origin and rarity. That is a big part of why people keep coming back. They are not just shopping – they are deepening their appreciation for pearls.”

Authentic and educational-driven content underpin the shows’ resonance, especially for high-value pieces. While some clients make US$1,000 purchases, many others commit to pieces in the US$10,000 to US$20,000 range, with the most expensive piece ever sold being a US$96,000 conch pearl necklace, Shepherd shared.

The company also launched a VIP programme, featuring some of the finest pearls ranging from US$100,000 to over US$1 million. These are highlighted in livestream shows. Following each livestream, interested viewers reach out to schedule private appointments. It has become a key part of how the company serves serious collectors.

Shepherd said most live-selling in the US focus on low-price, impulse-driven products. “Breaking into high-value pieces takes more than a camera and a discount code. The opportunity is there, but only if it is built on authenticity and expertise,” he noted.