30 | JNA May/June 2025 RETAIL WATCH 零售观察 CHJ Jewellery: Innovative marketing and overseas expansion Founded in 1997, CHJ Jewellery positions itself as a modern jewellery retail brand, which is known for its contemporary Oriental designs, specifically filigree pieces, T he Chinese jewellery market is navigating a complex landscape. While demand for jewellery has softened due to economic uncertainties and historically high gold prices, domestic gold jewellery spending remains somewhat resilient. Jewellery retailers are adjusting to meet consumer preferences, ensuring that gold jewellery remains a valuable commodity in the country. According to the 2024 China Jewellery Industry Development Report by the Gems and Jewelry Trade Association of China (GAC), the country’s gold, silver and jewellery retail sales in 2024 amounted to RMB330 billion (around US$45.4 billion), down 3.1 per cent year on year. Gold jewellery remains a top category, accounting for 73 per cent of total jewellery sales in China. Despite the industry’s lacklustre performance last year, it started 2025 on a positive note, with seasonal factors such as the Chinese New Year supporting sales. Data from the National Statistics Bureau of China showed that sales of gold, silver and jewellery reached RMB75.5 billion (around US$10.4 billion) in January and February 2025, up 5.4 per cent year on year. Prominent mainland retailers CHJ Jewellery and Beijing Caishikou Department Store Co Ltd sat down with JNA to talk about bright spots and challenges in the Chinese jewellery retail market. The smart serving tray by Caibai Jewellery 菜百首饰的智能奉客盘 Gold jewellery from CHJ Jewellery’s Filigree Collection 潮宏基珠宝的非遗花丝系列金饰 中国珠宝商在逆境中自强 CHINESE JEWELLERS display agility amid adversity | Sharon Kwok 郭芷雯 | The outlook is rosy for China’s jewellery retailers who utilise craftsmanship, effective marketing strategies and technological innovations to entice consumers amid challenging times. 在充满挑战的经济环境中， 中国珠宝零售商凭借精湛工艺、有效的营销策略和 技术创新，持续吸引消费者，有望渐入佳景。
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