Sales tripled! After the Cannes red carpet, overseas consumers went on a buying frenzy for gems

Sales tripled after Cannes red carpet, due to overseas consumers' buying frenzy for gems

Do not underestimate the sales ability of celebrities – after the Cannes Film Festival, overseas jewelry sales are quietly rising.

Today, Shoptop takes everyone to take a look at the new trend of overseas jewelry consumption, and how jewelry brands can use “independent websites + overseas social media” to go global.

01

Overseas Jewelry Demand is Hot

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Every year at the Cannes Film Festival, the celebrities’ styles are the focus of public attention and also a barometer of fashion trends.

For example, Vogue, Fashion Bazaar, and other media outlets have counted some of the dazzling “jewelry shows” at the Cannes Film Festival.

For example, American actress Julia Garner wore Gucci’s platinum earrings with emeralds and diamonds.

Image source: Google

Uma Thurman showed off a Chopard ruby and diamond necklace that complemented the matching ruby earrings.

Image source: Google

Of course, there are many personalized and fashionable jewelry pieces, and various luxury brands have presented their highest quality gems and exquisite designs.

Image source: Google

It is worth noting that after the Cannes Film Festival, overseas jewelry demand has increased.

According to media reports, Ali International Station data shows that in the week after the Cannes Film Festival, the transaction volume of jewelry products tripled year-on-year.

Ali International Station predicts that this “gem export fever” will continue, especially as summer approaches, various outdoor parties and music festivals will further stimulate the demand for jewelry and other accessories.

It is reported that a large number of overseas buyers have already started preparing. Throughout the first quarter, the overseas traffic of gemstone merchants on Alibaba International Station increased by 36% year-on-year.

Image source: Google

Why do foreigners love gemstones?

Decoration is just one aspect, and there are many special meanings to gemstone consumption. In China, jade is regarded as a sacred object of high elegance and has auspicious meaning; while in the West, different types of gemstones have different meanings. For example, sapphires symbolize wisdom and calmness, rubies symbolize love, and precious emeralds imply luck and happiness.

In addition, young people overseas admire astrology, and astrologers usually recommend wearing different types of gemstones to change their luck.

Therefore, gemstones have a large market overseas.

Image source: Google

Modern gemology categorizes gemstones into three categories according to their uses: colored gemstones, diamonds, and jade.

In a broad sense, gemstones include natural and artificially synthesized ones, as well as some organic materials.

And there are even more gemstone products, including necklaces, earrings, rings, bracelets, wristbands, brooches, pendants, and various handicraft ornaments, etc.

02

“Overseas Gemstone Craze” New Trend

With the emergence of the “gemstone craze”, what are the new trends in the overseas gemstone consumption market?

1. Colored gemstones are popular

Due to factors such as personalized matching and astrological protection, colored gemstones have become increasingly popular in recent years, and their prices have risen by 100% in the past 10 years.

Related reports show that there is a new wave of crazy price increases in the global colored gemstone market. There have been cases of gemstones selling out at the Hong Kong Jewelry Exhibition. The booths featuring rubies, sapphires, emeralds, and Paraiba tourmalines are always busy, and it is difficult to find any available stones.

Image source: Google

2. Emphasis on cost-effectiveness and fashion

When purchasing gemstones, young overseas consumers place more emphasis on cost-effectiveness than on gemstone quality. More people will not hesitate to buy jewelry made of mixed metals, glass, and other alternative materials if they think the product fits their aesthetic, usage, and value concepts.

In this case, especially for those in the fast fashion jewelry market, it is necessary to pay attention to trends and innovate more in terms of style.

Image source: Google

3. Acceptance of synthetic gemstones is increasing

With the surge in demand and skyrocketing prices of colored gemstones, the demand and prices for synthetic gemstones, as an alternative, are also increasing. In addition, consumers’ pursuit of cost-effectiveness has made synthetic gemstones more popular.

Seven out of every ten synthetic gemstones in the world are from Wuzhou, China. In the first quarter of 2023, the Wuzhou Jade and Gemstone Prosperity Index remained in the prosperity range, and the price index slightly increased, continuously reaching new highs.

One important reason for this is that “Moissanite” is popular on TikTok and has shone through cross-border e-commerce, while “Cultivated Diamonds,” which are close to real diamonds, have a higher penetration rate in markets such as the United States.

4. Personalized customization

In the past, customized jewelry was the patent of luxury customers, but now personalized customization is no longer limited to the high-end market. It has become a widespread trend in all retail sectors.

More and more brands are offering personalized gemstone customization services, where consumers can choose their preferred gemstone types and desired designs. They can also engrave names or meaningful numbers, or even redesign old jewelry with gemstones.

It is worth noting that 3D printing technology is becoming more widely used in jewelry customization. Customers can choose different materials such as silver, 14K gold, copper, etc. for printing, and then go through processes such as polishing and gemstone setting.

5. Different markets have different preferences

Overseas consumers prefer transparent, colorful, and highly reflective gemstones. They tend to view jewelry as purely decorative, and do not pay too much attention to investment returns. However, consumers in different markets have vastly different demands for gemstones.

For example, Americans prefer large-carat gemstones, Italians prefer small and delicate types, Brazilians prefer brightly colored ones, and Asians generally prefer shiny and sparkling ones.

03

Expanding overseas for gemstone brands: using independent websites and overseas social media strategies

The jewelry industry is a highly artistic and cultural industry. While cost-effectiveness and design are important in market competition, brand status is becoming increasingly important in today’s increasingly rational consumers.

As we can see, more and more jewelry foreign trade companies are undergoing brand transformation, and independent websites are an excellent carrier for building a brand.

1. Elements of gemstone independent websites

Immersive shopping experience

One problem that online gemstone sales face is that consumers cannot try on the products in person, resulting in a lack of trust and a longer purchase decision-making process.

Therefore, independent websites need to diversify their product displays to provide customers with an immersive shopping experience. For example, using multi-angle model try-on photos, product videos, 3D displays, and VR try-ons.

Image source: Shoptop store backend

Shoptop independent site builders can use the “background video” component to embed an automatically playing, muted video on their brand’s independent site to showcase their products, convey brand atmosphere, and provide an immersive experience.

Customization services

Independent sites that offer customization services need to consider the convenience of the process in terms of decoration. For example, adding a “custom” action button on each product detail page that offers customization services can simplify the shopping process, provide a good shopping experience, and prevent customer loss.

Professional content

In addition to showcasing product design, gemstone independent sites should also provide some informative content, such as sharing information about the variety, origin, and symbolic meaning of the jewelry to demonstrate the brand’s professionalism and enhance customer trust.

This type of content can be displayed on the product detail page or in the blog section, and is also beneficial for independent site SEO optimization.

Brand story telling

Telling the brand’s story is crucial for brand building, especially for gemstone brands, which should be good at storytelling to give products more meaning.

Image source: Google

Some effective ways to achieve this include sharing the brand’s history and philosophy, sharing the design concept of each gemstone product to give it unique meaning and emotion, and sharing stories of customized users and their gemstone products to evoke user emotional resonance through user-generated content.

2. Social Media Marketing

Cost-effective fast fashion jewelry products are very suitable for social media marketing, and such topics have good traffic on various overseas platforms.

Take TikTok for example, the topic “#Jewellery” has 6.5 billion views, while “#crystal” has 17.6 billion views, and “#fashion” related to them has 277.1 billion views.

Image source: TikTok

Image source: TikTok

Image source: TikTok

Google Trends shows that in the past three months, “Jewellery” has maintained a search popularity of more than 50 in the United States, and the search popularity of related topics and queries has been soaring recently.

Image source: Google Trends

Image source: Google Trends

Therefore, for jewelry brands, it is very important to do a good job in overseas social media layout and marketing. Brands can start from the following aspects:

Short video sharing

Brands share some short videos on various social media platforms, and attract traffic to independent websites through links to brand websites and direct purchase links in videos. Combined with promotional activities, they can increase conversion rates.

It is important to note that whether the video content is attractive is crucial. Displaying product design and details can directly promote conversion, while some gemstone processing processes can indirectly improve users’ trust in the brand.

At the same time, the brand should also pay attention to adding relevant topics and attractive guidance language when releasing videos.

TikTok Live Streaming

Currently, many cross-border merchants sell jewelry on TikTok through live streaming, and the effect is also very good.

Image source: TikTok

The common form of live streaming for this type of product is a combination of hand-played demonstrations and external audio to showcase the details of the product, or to live stream the production and packaging process of gemstone products.

Live streaming allows overseas consumers to see the product effects as if they were there in person, greatly improving communication and conversion efficiency.

Influencer marketing

As we mentioned earlier, do not underestimate the ability of celebrities and influencers to market products. Therefore, capable gemstone sellers can also collaborate with influencers to conduct scene-based demonstrations through unboxing videos, try-on experiences, and other methods.

Shoptop independent site builders can use the “distribution alliance” and “secondary distribution” functions in the store’s backend to achieve rapid growth of independent site business through “influencer marketing + distribution alliance”.

Final thoughts

In fact, independent sites have many ways to play, coupled with social media marketing assistance, and it is easier for brands to increase their overseas visibility and influence.

Follow Shoptop’s Brand Overseas Intelligence Database, where we will share more cross-border information and overseas website building tips.

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