This article first appeared in the JNA November/December 2025 issue.

Jewellery & Gem WORLD Hong Kong (JGW) 2025 recorded a 10 per cent increase in buyer attendance over the previous edition – a cautiously positive signal against a backdrop of complex market realities, according to show organiser Informa Markets Jewellery.

Held from September 15 to 19 at the AsiaWorld-Expo (AWE) and September 17 to 21 at the Hong Kong Convention and Exhibition Centre (HKCEC), the “Six Shows. One Trip” B2B marketplace featured more than 3,000 exhibitors from 44 countries and regions spread across 40-plus pavilions.

Of the 55,176 unique buyers from 141 countries and regions that visited the show over its seven-day run, 69.24 per cent were from outside Hong Kong.

There were notable increases in attendance from “new” markets including Africa, the Middle East and Australasia, as well as the strong return of buyers from mainland China, Russia and Eastern Europe.

“While this edition’s attendance growth reflects our community’s resilience, we understand these numbers do not tell the complete story. Having said that, the presence of suppliers and buyers at JGW, despite the business uncertainties that have dominated show floor conversations, demonstrates our sector’s adaptability,” said Celine Lau, director of Jewellery Fairs at Informa Markets Jewellery. “Ultimately, the September Fair continues to be an indispensable fixture in the industry calendar – a definitive destination where buyers not only secure their Christmas and New Year inventory but also thoughtfully map out their purchasing plans for the year ahead, mindful of ongoing market challenges.”

Signature attractions

Special features at JGW 2025 included a dedicated jewellery metals exhibit, a celebration of Informa Markets Jewellery's Sustainability Awards by JWA champions and a rich content programme of over 20 events featuring Association of Southeast Asian Nations' (ASEAN) industry leaders and experts on jewellery metals, diamonds, coloured gemstones, and jewellery design and production, among others.

Sublime Shine: Metal Innovations in The Art of Jewellery, supported by Industry Partners World Gold Council (WGC) and Platinum Guild International (PGI^®), along with Premium Sponsor Yuen Kee Bullion Co Ltd, and Sponsors Osmium-Institut Germany and Hatta New World Co Ltd, welcomed 3,648 visitors across five days.

Complementing Sublime Shine was an expanded gold jewellery zone featuring over 40 exhibitors from China, Hong Kong, Indonesia and Malaysia. Making its debut appearance at JGW was WGC’s Hard Pure Gold Pavilion.

Strategic shifts

Exhibitors responded to evolving market conditions with strategic pricing and more accessible product offerings such as lower-karat gold items – balancing cautious optimism with practical business approaches for the coming year.

“We are seeing a blend of necessity and measured confidence. Feedback from exhibitors suggests some buyers participated primarily to place orders for immediate delivery, sustain relationships and collect market intelligence while waiting for greater clarity on international trade policies that could significantly impact pricing structures,” Lau explained.

Refined gems, creative designs and lightweight gold jewellery figured prominently on shopping lists of buyers at the show.

Those at AWE were mainly seeking the “Big Three” – rubies, sapphires and emeralds, according to Bruno Wyler of ALine GmbH. The gem dealer presented an extensive range of fine specimens at the fair, led by rubies, sapphires and emeralds alongside Burmese and Tanzanian spinels, garnets and tourmalines.

Colombian emeralds were in high demand, according to Guillermo Galvis, president of the Colombian Emeralds Exporters Association (Acodes), who said JGW 2025 was the strongest show for the sector in the last 16 months. “The market is finally turning the corner. While purchases and transactions were relatively small, this was still a positive sign,” he stated.

Galvis said Colombian emerald dealers received orders from Southeast Asian buyers. “Myanmar was the main market for us at JGW. They were buying smaller sizes of Colombian emeralds but in larger quantities,” he revealed. “Demand was also solid from Vietnam, Thailand and Indonesia. The Chinese market was still sluggish, with the mainland accounting for only one out of 10 buyers we saw.”

Diverse opportunities

Wing Chan, general manager of Hong Kong Chaozun Jewelry, said gold jewellery attracted the attention of serious buyers. The company exhibited in the WGC’s Hard Pure Gold Pavilion.

“The themed pavilion created a positive momentum at the fair, drawing international buyers who were specifically interested in gold jewellery,” said Chan. “We introduced some of our innovative gold jewellery manufacturing techniques to overseas clients. The response was very encouraging.”

The company unveiled new collections designed with Southeast Asian customers in mind, including pieces inspired by elephants – a symbolic emblem in Thailand.

Meanwhile, Carrie Lam, general manager of Polaris Jewellery Manufacturer Ltd, observed changes in clients’ purchasing behaviours at JGW. “We saw more customers buying ready stock, with demand coming from China, Southeast Asia and Russia,” said Lam, adding that buyers enquired mostly about 14-karat and 18-karat gold jewellery with diamonds.

Polaris targeted US and Canadian buyers at the fair to boost business from these regions. “This year, we received considerably fewer orders from US and Canadian clients because of the US tariffs. Business has been impacted, and many clients are adopting a wait-and-see approach,” Lam explained.

Maylinda Yen, director of Glory United Hong Kong, the branch office of Indonesian-headquartered gold chain specialist Untung Bersama Sejahtera PT or UBS, said both companies met several new clients at the show.

Glory United, which focuses on Asian markets, entertained buyers from Vietnam, Myanmar and Cambodia who were seeking 18-karat yellow gold chains. And while visitor numbers from the US, one of UBS’ top markets, were understandably below expectations, the company still managed to secure several orders from other markets at JGW, she added.

Wing Wo Hing Jewelry Group Ltd touched base with professional trade buyers interested in pearl jewellery in gold, according to Business Manager Tom Wan. “We met a diverse group of visitors from around the world this time around. There were buyers from Australia, Europe, the Middle East, Canada and Southeast Asia,” disclosed Wan, who also witnessed heightened demand from e-tailers due to the ease of selling pearls online.

Pearl jewellery also moved well for Bellini Creation Ltd at JGW 2025. General Manager Grace Chan reported steady demand from US, Polish and Austrian buyers for pearl jewellery pieces. “Given the high gold prices, clients are leaning towards pearl jewellery in silver or in 9-karat or 10-karat gold. Also popular are gem-set pieces that use less gold,” she said.

Essential platform

Ermin Siow, executive director of Malaysia's Poh Kong Holdings Bhd, was on the lookout for gold jewellery, which he said remained in strong demand despite high gold prices.

“We have placed orders for the hard pure gold jewellery offered by Chinese companies exhibiting in the pavilion organised by the World Gold Council. The jewellery pieces are indeed lighter and brighter, with modern, inventive designs that are not usually seen in pure gold jewellery,” Siow remarked. “JGW is a major sourcing platform for our company – there are 13 of us here to purchase items for our stores, from jewellery to diamonds and pearls, among others.”

Janeta Georgieva Petkova of Janet Jewels in Bulgaria also sourced gold jewellery items at JGW. She said, “I have two stores in Bulgaria that have been operating for 24 years. We specialise in gold jewellery with small diamonds that are more affordable.”

JGW 2026 takes place from September 15 to 19 at the AWE and from September 17 to 21 at the HKCEC.

Click here to view JNA's coverage of JGW 2025.