The Japan Jewellery Association (JJA) is on a mission to revive the nation's jewelry market by reaching out to younger consumers and promoting cutting-edge jewelry manufacturing. With changing buying behaviors and shifting demographics, here's how Japan is reinventing jewelry culture!
From Gift-Giving to Everyday Fashion—A Shift in Jewelry Buying Habits
According to JJA President Keita Nagahori, the way Japanese consumers buy jewelry has drastically changed.
"Traditionally, jewelry was bought as a gift for loved ones, but today, more and more people are buying jewelry as a personal fashion statement," Nagahori said. Ear cuffs are especially popular, with many companies creating unique designs adorned with pearls, diamonds, and colored gemstones.
But Japan's aging population and declining birth rate have led to fewer young people buying engagement and wedding rings, which has impacted the jewelry market.
The "Bridal Diamond Pavilion" to Reignite Wedding Jewelry Demand
To tackle this challenge, JJA launched the Bridal Diamond Pavilion at the Japan Jewellery Fair (JJF) in August 2024. The goal? To reignite interest among young couples in buying engagement and wedding jewelry—and ultimately cultivate a lifelong habit of buying jewelry.
The JJA is also rolling out a campaign called "Pearls for 20," inspired by Japan's traditional "Coming of Age Day" (Seijin Shiki). This special ceremony marks a young person's transition into adulthood, usually celebrated with a memorable gift.
"We want to encourage Japanese parents to give their daughters pearl jewelry for their 20th birthday, making jewelry a part of their everyday life," Nagahori explained.
Japan's Jewelry Shines on the Global Stage
On the international front, JJA is ramping up efforts to promote "Made in Japan" jewelry globally. In 2023, Japan's jewelry exports reached 271.7 billion yen (approximately $1.9 billion USD), a 64.4% increase year-on-year—marking the first time since 2017 that jewelry exports surpassed 200 billion yen ($1.4 billion USD).
Exports of other categories also surged in 2023: diamonds by 48.3%, colored gemstones by 170%, precious metal products by 60.1%, and pearls by 95.2%. Nagahori attributed the export boom to a weaker yen and the return of jewelry fairs in Hong Kong after the pandemic.
The weakened yen has also led to a wave of foreign tourists flooding Japan, causing retail jewelry sales to rise by 2.3% year-on-year in 2023, reaching 1.0462 trillion yen (approximately $7.33 billion USD).
"Japanese jewelry is highly sought after by international buyers for its exquisite craftsmanship and superior quality. Advances in technology make it even more attractive," Nagahori noted.
Tech Meets Tradition—The Future of Japanese Jewelry
Japan is embracing cutting-edge innovations like 3D printing and artificial intelligence to enhance jewelry-making techniques—especially engraving and design. However, Nagahori emphasized that, while AI can boost efficiency and spark creativity, the final decision-making in the production process always lies with designers and artisans.
"At the 2025 jewelry fair, we will continue to showcase high-quality Japanese-made jewelry and promote the 'Made in Japan' brand to the world," Nagahori said.