MARKET INTELLIGENCE 市场情报 JNA November/December 2025 | 39 company’s chief of Domestic Sales. “Buyers are more cautious. They would check out products and return the following day to place orders.” Rarity shines One-of-a-kind jewellery was the star of JJF 2025. Eiko Watch Co Ltd showcased fine jewellery by renowned designers Koji Iwakura, Minato Nakamura, Morio Funakushi and Sekine Masafumi. Kenji Ueno, general manager of Eiko Watch’s Osaka branch, emphasised the market's growing affinity for distinctive statement jewellery pieces, particularly among Chinese buyers. “Unique artisanal pieces with rich stories and meanings are highly sought after as opposed to ordinary jewellery and mass-produced pieces,” said Ueno. The company wants to enhance recognition of Japanese craftsmanship locally and in overseas markets. Nobuko Ishikawa Co Ltd, founded by celebrated jewellery designer Nobuko Ishikawa in the 1970s, made its maiden appearance at JJF 2025. The brand is known for its Nobuko Premier Art Collection featuring bespoke pieces inspired by myths, tales and the history of civilisations around the world. It also offers the Haute Couture High Jewellery Collection and the Ishikawa Boutique Line. “We primarily serve the Japanese market but our goal is to meet overseas partners to expand our sales channels beyond Japan,” said CEO Yukihiko Kai. “We engaged with buyers from China and Southeast Asia.” Kai also said the polarisation between premium jewellery and low-priced fashion accessories is growing domestically. To address this, the company launched a new collection targeting younger customers. “The pieces feature silver chains accented with 18-karat gold, maintaining high quality while balancing affordability, as starter pieces for young buyers,” Kai added. Unique artistry Innovative jewellery that blends tradition and modernity garnered attention at JJF. Jewellery designer Tatsuji Ikeda, winner of the 1982 Diamond International Awards, showcased his Japonism Collection that melds Japanese aesthetics with contemporary design. “Coloured gems are turning heads at the fair. An 18-karat yellow gold ring adorned with green garnet was one of our standout pieces,” he remarked. Hong Kong-based Sonja T. Jewellery, meanwhile, presented fine jewellery crafted using traditional Chinese filigree inlay techniques. The brand unveiled two Japanexclusive brooches at JJF. Co-founder Sonja Chan cited the cultural significance of the brooches, inspired by the crane and the Sakura, symbolising beauty and hope in both Chinese and Japanese cultures. “Every piece is a masterwork, meticulously handcrafted from 18-karat gold wire as fine as a strand of hair (0.07mm),” said Chan. “These are more than just jewellery as they embody the essence of history and culture transformed into modern wearable art.” Outlook Latest JJA data revealed that Japan’s jewellery exports fell by 40.7 per cent to 161.1 billion yen (around US$1.06 billion) in 2024. Exports of all jewellery categories were generally down, except for diamond jewellery, which rose 29.2 per cent. Jewellery imports, meanwhile, were up 16 per cent. JJA chairman Keita Nagahori attributed the decline in exports to economic headwinds in China, leading to subdued demand for pearl jewellery. Stronger imports, meanwhile, was due to rising costs of raw materials and yen depreciation. Nagahori said risks persist due to macroeconomic uncertainties such as US tariffs, prompting caution among Japanese companies. JJA continues to support the industry through initiatives such as the Bridal Diamond Pavilion at JJF to reignite interest in jewellery among younger consumers; and the Japan Brand Pavilion at the Jewellery & Gem WORLD Hong Kong (JGW) 2025 to promote Japanese jewellery brands to international markets. “The perception of Japanese jewellery has long been tied to pearls and pre-owned pieces. However, it goes beyond that. Japan has diverse designer brands and companies with unique production techniques,” Nagahori explained. “Japanese jewellers should highlight their dedication to design and their fundamental strength: exquisite Japanese craftsmanship.” 日本珠宝展(JJF)被誉为日本最大型的B2B珠宝贸 易展，本届展会以日本珠宝商的创新精神与精湛 工艺为两大亮点。 展会由Informa Markets与日本珠宝协会(JJA)合办，于 2025年8月27至29日在东京圆满举行，汇集了371家国内外 参展商。 本届展会参观人数达14,369人次，较2024年增长约17%， 反映在经济不确定性中市场信心有所恢复。多家参展商向 《JNA亚洲珠宝》透露，他们主要接待了来自日本、中国及东 南亚地区的买家。 尽管客流量增加，参展商表示宏观市场挑战仍然影响业 务。Create Takano Co Ltd社長、山梨县珠宝协会主席柳本力 Tahitian pearl necklace by Uto Shinju Co Ltd 宇土真珠株式会社大溪地珍珠项链
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