In any jewelry shop, whether large or small, you often see dazzling displays of gold, silver, and diamonds—bright, shiny, and elegant. However, it's rare to find vibrant, colorful gemstones on display. This trend clearly reflects the current state of China’s jewelry market: gold, silver, and diamonds dominate, while colored gemstones remain relatively unpopular.
“Very few people come in specifically to buy colored gemstones,†said a salesperson at a colored gemstone counter in Shanghai’s Chenghuang Temple jewelry district, speaking to reporters from the *First Financial Daily*. “Most customers come to buy gold or silver, and they might pick up a few colored gems on the way.â€
Why are colored gemstone jewelry pieces receiving such a cold reception? The answer lies partly in consumer perception and the unique characteristics of colored gemstones. Professor Zhu Jingchang, director of the Department of Humanities and Art Design at Tongji University, explained that there is a significant difference in jewelry preferences between Chinese consumers and those in Europe and the U.S. In Western countries, jewelry is often purchased for its aesthetic value and decorative appeal. In China, however, many buyers also see jewelry as an investment or a hedge against inflation.
During a random survey at a local jewelry store, reporters spoke with both staff and customers, and found that many were unaware of the potential value of colored gemstones. “I usually go for gold because it’s a safe investment, and everyone around me buys it too,†said Ms. Cai, who was purchasing gold at a jewelry store. When asked about colored gemstones, she replied, “I don’t know much about them, so I’m not brave enough to buy them.â€
This lack of awareness and the strong preference for traditional investment metals like gold continue to keep colored gemstones on the sidelines of the Chinese jewelry market. As the industry evolves, it remains to be seen whether colored gemstones will gain more traction among domestic consumers.
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