Resources · Study · Jewelry
Jewelry in Japan
A $7.4bn market lifted by record gold prices, and how Tom Wood, Charlotte Chesnais, Pandora and Maria Black got in.
For independent jewelry brands that sell direct and are looking at Japan: where the market stands, who buys, how foreign brands got in, and what to check before you invest.
Sector report · 2027 edition · 35 pages · English · PDF
From the report
- $7.4bnJapan's jewelry market, 2025 retail sales, up 3.8%Yano Research, Mar. 2026
- 60%France and Italy's share of jewelry imports from eight major originsUN Comtrade, HS 7113, 2025
- ¥30,248Retail gold price per gram, the first time above ¥30,000Tanaka Kikinzoku, Jan. 2026
- +12.8%Art, jewelry and precious metals in department stores, Aug. 2026JDSA, Sept. 2026
What's inside
- 01The marketHow big, where, through which channels, and who buys.
- The market in numbers
- Jewelry in 2026
- Five ways to sell
- Three markets in one
- Tokyo, Asia's shop window
- Who's buying
- Retail hotspots
- 02The landscapeWho you're up against, the price ladder, and five brands' paths in.
- What Japanese shoppers wear
- Who you're up against
- The price ladder
- Tom Wood, Charlotte Chesnais, Pandora, Maria Black, H.P.FRANCE
- SWOT for an independent foreign brand
- 03Going directKeep your price, your image and your customers, in Japan too.
- DTC or distributor?
- Marketing and sales channels
- Localize your offer
- Working with creators
- Shipping, customs, IP and labeling
- Retail calendar
- Your first year, step by step
- First-year budget
- What not to do
Written by
“We want to help you decide whether Japan makes sense for your brand, and how.”
Geoffrey Guyonnet
Founder, Eighty One