FOCUS 焦点 PEARL REPORT | 18 | 2025-2026 Earrings and ring with Tahitian pearls, emeralds, diamonds and onyx stones by Ruans Pearl Holding Ltd. Demand for Tahitian pearl jewellery in China has been increasing since 2023, according to the company. 浙江阮仕珍珠股份有限公司的大溪地珍珠耳环与戒指，配祖母绿、钻石和黑 玛瑙。该公司表示，自2023年以来，中国对大溪地珍珠首饰的需求持续增长 Pearl jewellers in China and the US are harnessing livestreaming and e-commerce to drive revenue and customer engagement and redefine brand identity. 中国和美国珍珠珠宝商正利用直播电商来提升營收、增强客户参与度并重新定义品牌形象。 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 liveselling 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. | Sharon Kwok 郭芷雯 | 电商战略重塑珍珠首饰市场 E-commerce strategies reshaping pearl jewellery markets
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