The global costume jewelry market is on an upward trajectory, with its value set to rise from $228 billion in 2020 to $307 billion in 2026, representing growth of 34.7%.

The French market, although slowing down during the 2020 health crisis, has seen steady growth over the past decade, with online sales showing the strongest growth. The majority of French consumers spend less than 200 euros on jewelry, with the average budget for men standing at 235 euros versus 100 euros for women. Representing 16.2% by value and 52.4% by volume of jewelry sales in France in 2020, costume jewelry benefits from a variety of distribution channels, although online sales have seen significant growth, notably with a 27% increase in 2020.

France's trade balance for costume jewelry has improved from a deficit of $169 million to a surplus of $111 million in 2021, with China France's leading supplier of costume jewelry.

Luxury brands have begun to tap into this segment, offering high-end costume jewelry to a broader, less affluent clientele in search of affordable luxury, while new players are emphasizing ethical and responsible production practices. Seasonal demand for costume jewelry peaks at Christmas and Valentine's Day, underlining its popularity as a gift choice.

changing consumption patterns in the French costume jewelry market

Looking at the French costume jewelry market, we can see that consumers are increasingly attracted to these fashion accessories. This market has seen a steady rise in demand, indicating that French households are keen to incorporate these embellishments into their everyday clothing. It is fascinating to note that the majority of French people spend less than 15 euros on costume jewelry, which testifies to the accessibility and appeal of this market.

One of the most interesting aspects of this market is its seasonal nature. Interest and purchases rise sharply in the run-up to the festive season, with peaks around Christmas and New Year's Eve, suggesting that costume jewelry is popular as a gift choice. Although there was a notable peak around Valentine's Day in 2020, it was not as pronounced the following year, suggesting annual variations in demand around certain holidays.

On a global level, France's balance of trade in costume jewelry has evolved positively, with gains rising sharply over a five-year period. The country's exports in this category exceed imports, suggesting a robust and thriving domestic costume jewelry industry whose appeal extends far beyond its borders. China appears to be France's main supplier, while the USA and South-East Asia are among the main export destinations, testifying to the international appeal of French costume jewelry.

It is essential to take into account the average price of costume jewelry, which appears to be between 15 and 20 euros, given consumer habits and the estimated average price. This affordable price contributes to sales volume, making costume jewelry a preferred option for different demographics. Consumption is not just the reflection of a trend, but also of a budget and a penchant for low-cost treasures. French consumers choose these accessories not only for their aesthetic appeal, but also for the way in which they can express their individualism and follow fashion trends without significant financial investment.

Across the fashion jewelry market as a whole, it's clear that demand is fueled by the intertwined narratives of affordability, seasonal gifting and global appeal, culminating in a robust and dynamic sector.

Key market players in the global costume jewelry landscape

The costume jewelry market, with its booming growth and appeal to diverse consumer categories, is underpinned by a number of major players who have forged a reputation for themselves in the sector. The landscape features a range of brands from niche specialists to global luxury titans and innovative online retailers, each bringing its own flair and business model.

  • The Pandora Group is a specialist in costume jewelry, known for its customizable charm bracelets, rings and necklaces. Originating in Denmark, Pandora has conquered a global audience thanks to its philosophy of affordable luxury and its emphasis on personal expression.
  • Moa, another key player, offers a wide range of accessories, including costume jewelry. Its products often accompany the latest fashion trends and form an integral part of the accessory collections of stylish consumers.
  • Bala Boosté is a brand that brings a touch of elegance and variety to the costume jewelry market. It is aimed at consumers looking for accessories that are both elegant and affordable.
  • Maty is a French jeweler whose history has earned it a solid reputation for quality and service. It offers a wide range of jewelry, making it a benchmark for customers seeking a blend of tradition and modernity.
  • Jollia preserves the charm of craftsmanship in its offering. As a costume jewelry retailer, Jollia emphasizes craftsmanship and unique designs, attracting customers who appreciate the delicacy and storytelling behind their jewelry.
  • Agatha maintains a strong presence in the French market as a brand name with a long history of making chic, accessible jewelry.
  • Taratata brings an artistic approach to costume jewelry, with collections that display eccentric, whimsical charm, while sifting through an eclectic mix of materials and motifs.
  • Gas Bijoux is known for its sunny, bohemian inspirations. A Mediterranean-influenced brand, it offers jewelry handcrafted in its workshops, infusing each piece with artisanal warmth.
  • Smizze, a Thom Europe company, represents the new kid on the block, aiming to disrupt the costume jewelry market with a fresh approach by offering a wide range of fashionable jewelry items. The infiltration of luxury brands into the costume jewelry market reflects an expanding horizon.
  • Christian Dior, Yves Saint Laurent and Loewe have all added costume jewelry to their haute couture ranges, responding to the desires of a growing clientele for affordable pieces from prestigious brands.
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  • Last update : 19/05/2023
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Summary and extracts

1 Market overview

1.1 Presentation and definition of the costume jewelry market

The category of "costume jewelry" does not have a strict definition accepted by all. Nevertheless, in this study, we will define "costume jewelry" as original jewelry serving as fashion accessories that differ from jewelry made with metals (gold and silver), diamonds and precious stones.

The materials used to make costume jewelry are extremely varied (base metals, glass, plastic, synthetic stones, semi-precious stones, pearls, ivory, leather, terracotta...).

Similarly, the offer of jewelry is extremely heterogeneous, offering very different price levels. This partly explains why costume jewelry attracts a wide consumer base where all age groups are represented.

The costume jewelry market is growing rapidly worldwide and will be worth tens of billions of dollars by 2020. The French market has been growing for a decade, with the exception of the year 2020 which saw the health crisis negatively impact the market.

Bought for oneself or as a gift, the costume jewelry market is also benefiting from the rise of online sales, a distribution channel that will post the best growth figures in France in 2021.

1.2 The global jewelry market is booming

The global jewelry market is healthy and is expected to remain so in the coming years. As shown in the chart below, the global jewelry market is worth $*** billion in **** and is expected to grow **.*% by **** to $*** billion.

Jewelry market value forecast World, ****-****, in billion dollars Source: ****

The outlook for ...

1.3 A growing French market for costume jewelry

The total value of the jewelry market in France is *.*** billion euros in ****. This value has been declining slightly since ****. A particularly significant decline is observable in ****, which is partly explained by the context of the health crisis that has resulted in several lockdowns and the closure of spaces welcoming the ...

1.4 A very favorable French trade balance

The UN Comtrade database provides access to export and import figures for all categories of manufactured products and raw materials. For the chart below, the category selected is "Articles of jewelry and their parts, of precious metals or of plating of precious metals" of code ****. The French trade balance in the ...

2 Analysis of the demand

2.1 French consumption of jewelry items

The graph below shows the budget devoted to the purchase of a jewel. In **% of the cases, the jewel bought has a price lower than *** €. This is reflected in the average price of sales, which is ***€. However, there are important disparities according to the gender of the buyers. Indeed, while the ...

2.2 The demand for costume jewelry

The graph below shows the evolution of the index of actual final household consumption of costume jewelry. We can observe that this index has been on the rise since ****, reflecting the increase in the consumption of costume jewelry by the French.

Evolution of the price index for actual household consumption of ...

2.3 Seasonality of demand

The graph below shows the frequency of weekly searches on Google for the term "costume jewelry". We can see peaks between the end of November and the end of December, corresponding to the period before Christmas and the holiday season, showing that costume jewelry is a gift option to put under ...

3 Market structure

3.1 Value chain for costume jewelry

Below is a simplified value chain of the costume jewelry sector:

Creation / Design of jewels : this step generally takes place in France, in the offices of the brands. The actors are quite varied for this step : fashion houses, jewelry designers, craftsmen... Manufacturing / assembly of the jewelry : the plans of what was ...

3.2 French production of costume jewelry

The production of costume jewelry is listed under the NAF code **.**Z "Manufacture of imitation jewelry and similar articles".

The number of companies in the field of costume jewelry production, as well as the total number of employees in this field, has grown slightly but steadily. Between **** and ****, the number of ...

3.3 The distribution channels are experiencing contrasting developments

The distribution channels for costume jewelry are multiple and have had mixed results in recent years:

City-based jewelers, the "historic" channel for jewelry, continue to experience a decline in sales that began several years ago. Their poor results follow the negative trend of all downtown retailers, who are experiencing a decline ...

4 Analysis of the offer

4.1 A very large variety of products

It is difficult to give an exhaustive presentation of costume jewelry because of the diversity of products offered.

However, we can segment the products according to the classic categories used to segment a classic jewelry offer:

Jewelry Type

Earrings; Rings, bracelets ; Charms; Necklaces ; Pendants ; Piercings ; Pins ; Other.

Consumer Gender

Male; ...

4.2 Characteristics of the price of costume jewelry

The prices of costume jewelry have two main characteristics, especially compared to classic jewelry:

Lower price levels than more classic jewelry

We know that costume jewelry accounted for more than half of jewelry sales in France in volume in ****, for only just over **% in value (***). Thus, if the average price of ...

4.3 The arrival of luxury brands on the costume jewelry market

As the market for costume jewelry is very buoyant and profitable, luxury brands have been interested in it for the last few years and have started to offer ranges of this type of jewelry.

An emblematic example of this trend is the range of costume jewelry sold by Dior. Although much ...

4.4 The rise of the environmental issue

The importance of consuming in an ecological and responsible way has been growing for a few years now and the jewelry market is obviously no exception. Thus, in the last few years, many brands have emerged, exclusively present online, which present themselves as more ethical than their older competitors.

Ana ...

5 Regulation

5.1 A supervised use of materials for the creation of jewelry

According to the Direction Générale de la Concurrence, de la Consommation et de la Répression des Fraudes, (***).

Jewelry manufacturers must respect the rules of composition of jewelry and distributors must properly inform consumers. Professionals may not use misleading names concerning the properties of the products sold.

The artisanal ...

5.2 Tax on watches, jewelry, goldsmiths' and silversmiths' products

The HBJOAT (***) tax

HBJOAT is the acronym for "Horlogerie, bijouterie, joaillerie, orfèverie et arts de la table".

All companies that manufacture or retail watches, jewelry, goldsmiths and tableware (***) must pay a tax on these products.

Manufacturers of costume jewelry are exempt from this tax if they sell their products directly ...

List of charts

  • Size of the global jewelry - watchmaking market
  • Forecasting the value of the costume jewelry market
  • Market size of costume jewelry in France
  • Turnover index of jewellery manufacturers (NAF code: 32.12Z)
  • Chiffre d'affaires du secteur bijouterie - joaillerie
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Latest news

Kim Jones has changed everything at Dior Homme - 28/06/2023
  • Kim Jones has been artistic director of Dior's men's collections for five years.
  • Dior's sales have quadrupled in five years.
  • By the end of this year, Dior plans to have 202 stores, up from 176 at present.
  • Since 2018, new Dior boutiques have integrated the women's and men's universe.
  • The Saddle bag for men has become a bestseller.
  • The B27 sneaker model was the sales record when it was released in 2020.
La maison mère de Maty reprend le service après-vente joaillier EBS - 29/05/2023
Sales of watches and jewelry in France explode in 2022 - 31/03/2023
  • Sales of watches and jewelry: 20% increase by 2022 to 7.5 billion euros in France.
  • French watch and jewelry production in 2022: 5 billion euros, up 29%.
  • Watch production in 2022: sales of 381 million euros, up 12% on 2021. (2,968 jobs)
  • Jewelry production in 2022: 31% jump to 4.6 billion euros.
  • French watch and jewelry production between 2018 and 2022: more than doubled, from 2.4 to 5 billion euros.
  • Creation of over 2,000 industrial jobs in the sector between 2018 and 2022.
  • Exports of watches and jewelry in 2022: 9.5 billion euros, up from 4.7 billion euros in 2020 and 7.5 billion euros in 2019.
Promod: frugality strategy bears fruit - 22/03/2023
  • - 2016: 1,000 stores in 44 countries
  • - 2021: 418 stores (410 in France, 16 in French overseas departments and territories, and the remainder in Belgium, Luxembourg and Switzerland)
  • - 2019: 493 million sales
  • - 2021: 342 million sales
Balaboosté to open a dozen stores in France by 2023 - 23/02/2023
  • Year Balaboosté, owned by the Rand Group, was founded: 1995
  • Target number of stores under the banner by the end of 2023: 25
  • Current number of stores in France and Luxembourg: 16
  • Store openings in April: Nice Etoile
  • Other locations planned: Rennes Alma, Dijon Toison d'Or, Bègles, Aéroville and Créteil Soleil
  • Openings in the second half of 2022: Rosny 2 and Mauritius
  • Number of dealers in Europe: 400
Victoria Bijoux aims to accelerate its post-Covid rebound - 07/02/2023
  • The Nordic home jewelry retailer was hit hard by the health crisis
  • Sales for the Croix-based Belgian group totaled 60 million euros in 2019
  • Sales did not exceed 31 million in 2022
  • Victoria Bijoux has 38 direct employees

Companies quoted in this study

This study contains a complete overview of the companies in the market, with the latest figures and news for each company. :

Rand Diffusion (Bala Boosté)
Gemafi Maty
Ambre et Valentine (Jollia)
JLN Taratata
Gas Bijoux
Thom Group (Smizze, Marc Orian, Histoire d'or)
Jolie Demoiselle

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