In 2025, China’s platinum jewellery market transitioned from a cyclical rebound to a more structural growth phase fuelled by product innovation and sales channel expansion. 

A significant catalyst behind this progression was the strategic partnership forged late last year between Platinum Guild International (PGI) and JD.com, with the two organisations joining forces with leading jewellery brands to enhance the online platinum jewellery shopping experience.

During the JD.com Platinum Shopping Festival in December 2025, sales of platinum jewellery across all categories rose over 100 per cent year on year, with top-tier brands achieving growth exceeding 200 per cent. The momentum boosted the industry’s confidence in the platinum jewellery category. 

Ye Xiang, director of Innovation and Trade Marketing at PGI China, shares his insights on product innovation, channel expansion, sales conversion and consumer engagement in the Chinese platinum jewellery market as well as his outlook for 2026.

How would you assess China’s platinum jewellery market in 2025? What were PGI’s priorities during the year?

Ye Xiang:  China’s consumer market experienced significant structural shifts last year. PGI adopted a long-term strategic approach, guided by the new positioning of platinum as “The Metal of Truth,” which was introduced in 2025. Platinum represents tenacity and authenticity – values that deeply resonate with modern consumers. Our focus was on deepening consumer connections through compelling storytelling, innovative products and engaging retail experiences, which led to heightened brand visibility and improved sales conversion.

From a broader industry perspective, we observed that more brands refined their platinum offerings, integrating the metal’s inherent values and emotional resonance into brand narratives and product designs. It was evident that the differentiation and value proposition of platinum jewellery products are continually being enhanced, amid the current upward trajectory in the platinum market.
 

 

What notable product innovations were developed last year?

Ye Xiang:  Product innovation played a crucial role in driving growth in 2025. PGI realigned platinum’s product portfolio to connect with consumers through a more defined brand identity. In the fourth quarter of 2025, PGI collaborated with partner brands to develop a diverse range of symbolic platinum jewellery products, achieving significant advancements in both the variety and depth of offerings.

Teaming up with JD.com and renowned jewellery houses like Chow Tai Fook, Chow Sang Sang, Lukfook, CHJ Jewellery, Zhou Liu Fu Jewellery and CRD, we unveiled top-selling platinum jewellery pieces during the JD.com Platinum Shopping Festival. These selections, spanning from bridal jewellery to everyday pieces, such as Chow Tai Fook’s platinum ring featuring an iris motif and Lukfook’s whimsical rocking horse platinum pendant, catered to the growing demand for stylish and versatile platinum pieces.

PGI also introduced fresh initiatives to showcase designs with cultural significance. For instance, our collaboration with Huicuilou Jewellery on the “Pilgrimage of Xuanzang” jewellery collection translated cultural themes into wearable expressions of significance, demonstrating how platinum jewellery can embody Oriental aesthetics, philosophical connotations and spiritual inspiration. Other examples are the two new platinum jewellery lines launched in collaboration with Chow Tai Seng Jewellery. These collaborations address consumers’ desire for uniqueness, cultural significance and emotional connections. They propel platinum jewellery from being an “symbolic vessel” to reaching new heights as a “cultural collectible.”

How did PGI expand platinum jewellery’s online and offline sales channels in 2025? What are the next steps in your channel expansion strategy?

Ye Xiang:  Our goal is to create a seamless integration of online traffic and offline conversions to drive retail sales growth. PGI’s partnership with JD.com marked a significant milestone in strengthening platinum's e-commerce ecosystem. By officially naming JD.com as our designated online retail platform in China, PGI combined its expertise in quality assurance with JD.com's robust e-commerce infrastructure and data-driven targeted marketing. This partnership introduced the official “Pt” authentication mark for selected platinum products on JD.com, building consumer trust in the authenticity of the metal. The JD.com Platinum Shopping Festival brought together top jewellery brands to drive record-breaking sales.

 

 

Looking ahead, PGI will collaborate further with JD.com in product development, co-branding initiatives, and marketing support for various jewellery brands featured on the platform, establishing JD.com as a premier online destination for platinum jewellery.

Offline, PGI expanded its partnership with Suning Department Store to offer immersive retail experiences that foster interactive consumer engagement while encouraging the sharing of these experiences on social media platforms, creating a full “experience-share-purchase” cycle that resonates with younger consumers.

How is PGI enhancing consumers’ emotional connection with platinum jewellery, ultimately driving sales conversion?

Ye Xiang:  Chinese consumers now seek emotional resonance beyond just product features. PGI effectively translated platinum’s unique characteristics – tenacity, purity, rarity and eternity – into powerful symbols of strength and authenticity. Through initiatives like the Pilgrimage of Xuanzang Gobi Walkathon Challenge, we integrated platinum in cultural, athletic and artistic narratives to amplify its emotional significance.

 

Moreover, our collaborations with celebrities and influencers on social media further connected consumers to platinum. By implementing a cohesive social content strategy, such as the lifestyle-driven Pt x Life campaign, we aim to make platinum more relatable and relevant to consumers' daily lives. We strategically aligned key shopping events like Double 11, Double 12 and year-end gifting seasons with diverse lifestyle scenarios, including self-indulgence, gifts for friends or Valentine’s Day to reinforce the emotional value of platinum jewellery and appeal to a wider audience, particularly younger consumers. 

What are your expectations for China’s platinum jewellery market in 2026?

Ye Xiang: The surge in platinum prices in 2025 prompted the industry to adopt a more strategic and thoughtful approach. Building on PGI’s guidance and planning in 2025 and the impressive sales conversions of platinum jewellery in the fourth quarter, we are optimistic about the market outlook in 2026. We anticipate new opportunities unfolding in the platinum jewellery market this year. PGI will continue collaborating with industry partners to enhance product innovation, culture-inspired design and omnichannel growth to drive sales. These initiatives aim to transition platinum's value perception from being price-focused to emphasising long-term value. Together, we aim to propel the local platinum jewellery market towards sustained growth in 2026.