FOCUS 焦点 PEARL REPORT | 19 | 2025-2026 Australian white South Sea pearl and diamond necklace in 18-karat white gold by Shanghai Demi Jewelry Co Ltd 上海黛米珠宝有限公司的18K白金 澳大利亚南洋白珠与钻石项链 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 gamechanger, 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.
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