FOCUS 焦点 PEARL REPORT | 20 | 2025-2026 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 PearlGuide 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 lowprice, 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. 电商、直播和其他线上举措正推动珍珠业的发展。中国 和美国的珍珠珠宝商采用不同的数字策略带动业务， 如中国的社交直播带货和美国以信任为基础的线上销售。 近年，中国珍珠线上销售持续火爆。社交电商(即通过社 交媒体平台直接销售产品或服务)已成为年轻消费者主要 的购买渠道，短视频和直播带货是珠宝商触达目标客户的 关键方式。 根据中国珠宝玉石首饰行业协会(GAC)发布的《2024年 中国珠宝行业发展报告》，在诸暨山下湖珍珠市场，常驻主 播已多达3,000人，高峰时期每日有近7,000场直播。线上销 售已占中国珍珠销售总额60%以上。 报告还指出，珍珠品类凭借其较高的性价比，成为电商 平台的热门珠宝品类。 在太平洋彼岸的美国，直播在珠宝销售领域还是一种相 对较新的现象，但一些先行企业正将其重新定义为提升客 户互动的有效方式。 在中国和美国，直播电商不光是销售渠道，更是一种体 验——一种能够吸引和教育消费者，并建立以珍珠为共同爱 好的社群。 《珍珠特刊》采访了来自中国的浙江阮仕珍珠股份有 限公司和上海黛米珠宝有限公司，以及总部位于洛杉矶的 Pearl Paradise，探讨数字渠道如何重塑珍珠企业和善用科 技的消费者之间的互动方式。 阮仕珍珠：丰富内容策略 浙江阮仕珍珠股份有限公司成立于1988年，是一家垂直 整合珍珠企业。自2022年起，直播已成为其增长引擎和品牌 塑造工具 。 Chinese freshwater pearl earrings in 18-karat gold by Shanghai Demi Jewelry Co Ltd 上海德米珠宝有限公司的18K金中国淡水珍 珠耳环
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