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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, universally accepted definition. Nevertheless, in this study, we will define "costume jewelry" as original jewelry used as a fashion accessory , as distinct from jewelry made from metals (gold and silver), diamonds and precious stones.
The materials used to manufacture costume jewelry are extremely varied (base metals, glass, plastic, synthetic stones, semi-precious stones, pearls, ivory, leather, terracotta, etc.).
The costume jewelry segment can draw on two main assets: a highly diversified offer [LSA] but also very affordable prices. This is one of the reasons why costume jewelry attracts a broad consumer base where all age groups are represented.
The costume jewelry market is growing rapidly worldwide, and will be worth several tens of billions of dollars by 2023. The French market has been growing for a decade, with the exception of 2020, when the health crisis had a negative impact on the market [Les Echos]. In 2023, costume jewelry accounted for around 9.5% of the French jewelry market.
Whether bought for oneself or as a gift, the costume jewelry market is also benefiting from the boom in online sales [La Tribune], a distribution channel with the best growth figures in France in 2023.
1.2 The booming global jewelry market
The jewelry market is doing well, and is estimated to be worth e*** billion in ****. According to specialists, the compound annual growth rate should be *.*% over the period ****-****, reaching ***.* billion in ****. The market remains highly dynamic, despite the pandemic and the crisis in Ukraine.
Global jewelry market size World, ****-****, ...
1.3 A growing French market for costume jewelry
The value of jewelry production in France has been on an upward trend since ****, with a slight slowdown in growth in ****, due to the pandemic, but an unprecedented recovery in ****. In * years, the sales index for jewelry manufacturers has risen from ***.* to ***.*, representing average annual growth of **.*% since ****. Sales index for ...
1.4 A highly 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 selected category is "Articles of jewelry and parts thereof, of precious metal or of metal clad with precious metal"code ****. France's trade balance in the jewelry ...
2 Demand analysis
2.1 French consumption of jewelry items
The graph below shows the jewelry budget. In **% of cases, the jewel purchased costs less than €***. This is reflected in the average sales price of €***. However, there are significant disparities according to buyer gender. While women spend an average of €*** on jewelry, men spend €***. Nevertheless, according to L'officiel Horlogerie Bijouterie, the ...
2.2 Demand for costume jewelry
The graph below shows the evolution of the index of actual final household consumption of costume jewelry. We can see that this index has been rising since ****, reflecting the increasing consumption of costume jewelry by the French.
Trend in the price index for actual household consumption of costume jewelry, based on ...
2.3 Seasonal demand and the growth of e-commerce
Evolution of interest in searching for "jewelry" on Google France, **** - ****, in indexes Source: Google Trends The graph above represents the interest in searching for a term on Google (***), over a given period. The index of *** corresponds to the maximum number of searches, while * means insufficient data. Interest in jewelry purchases ...
3 Market structure
3.1 Costume jewelry value chain
Below is a simplified value chain for the costume jewelry sector:
Jewelry creation / design: this stage generally takes place in France, in the brand's offices. A wide variety of players are involved in this stage: fashion houses, jewelry designers, craftsmen... Jewelry manufacturing / assembly : the designs created and imagined in the previous ...
3.2 French costume jewelry production
Costume jewelry production is classified under NAF code **.**Z "Manufacture of costume jewelry and similar articles".
Both the number of companies involved in costume jewelry production and the total number of employees in this sector are showing slight but steady growth. Between **** and ****, the number of companies producing costume jewellery rose ...
3.3 Contrasting trends in distribution channels
There are many different distribution channels for costume jewelry, with mixed results in recent years:
Inner-city 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 inner-city retailers, who are experiencing a decline in ...
4 Offer analysis
4.1 A wide range of products
It is difficult to give an exhaustive presentation of costume jewelry due to the diversity of products on offer.
We can, however, segment the products according to the classic categories used to segment a classic jewelry offering:
Jewelry type:
Earrings ; Rings, bracelets ; Charms ; Necklaces ; Pendants ; Piercings ; Brooches ; Others.
Consumer gender:
Male ...
4.2 Characteristics of costume jewelry prices
Costume jewelry prices have two main characteristics, especially when compared to classic jewelry:
Lower price levels than more classic jewelry
In ****, costume jewelry will account for around **% of the jewelry market by value. This is due to very low prices compared to classic, precious and fine jewelry. In ****, the average price ...
4.3 The arrival of luxury brands on the costume jewelry market
In recent years, luxury brands have been taking an interest in the fashion jewelry market, offering a range of this type of jewelry.
An emblematic example of this trend is the range of costume jewelry sold by Dior. Far more expensive than lesser-known brand equivalents, this jewelry enables Dior to generate ...
4.4 The growing importance of environmental issues
The importance of consuming ecologically and responsibly has been growing in recent years, and the jewelry market is no exception. Over the last few years, a number of brands have emerged, exclusively online, that present themselves as more ethical than their older competitors.
Ana Luisa
Ana Luisa is an American jewelry ...
5 Regulations
5.1 Regulated use of materials for jewelry creation
According to theDirection Générale de la Concurrence, de la Consommation et de la Répression des Fraudes,DGCCRF(***).
Jewelry manufacturers must comply with rules governing the composition of their products, and distributors must properly inform consumers. Professionals are also prohibited from using misleading names to describe the properties of ...
5.2 Tax on watchmaking, jewelry, goldsmithing and tableware products
HBJOAT tax (***)
All companies that manufacture or retail watchmaking, jewelry, goldsmithing and tableware products(***) must pay a tax on these products.
Manufacturers of costume jewelry are exempt from this tax if they sell their products directly to consumers. In the case of sales to distributors and other professionals in the sector, ...
6 Positioning the players
6.1 Segmentation
- Moa
- Rand Diffusion (Bala Boosté)
- Gemafi Maty
- Ambre et Valentine (Jollia)
- Agatha
- JLN Taratata
- Gas Bijoux
- Thom Group (Smizze, Marc Orian, Histoire d'or)
- Bershka
- Promod
- Jolie Demoiselle
- 24Sèvres
- Cécile et Jeanne
- Defi International (Emma & Chloe)
- Christian Dior Couture
- Cluse
- Simone à Bordeaux
- Maison Dorée
- Jizelle Paris
- Nach Bijoux
- Jardin des Bijoux
- Bijou Brigitte
- Victoria Bijoux
- Dodo (Kering)
- Reminiscence
- Titlee
- L'Atelier D'amaya
- Hipanema
- Satellite
- Les Néréides
- Moonsoon Accessorize
- Pdpaola
- Pandora
- GL Groupe (Renaissance Luxury Group)
- Renaissance Luxury Groupe
- Miramira
List of charts presented in this market study
- [Copy] Market size of costume jewelry in France
- World jewelry market
- Forecasting the value of the costume jewelry market
- Market size of costume jewelry production in France
- Sales index for jewelry manufacturers (NAF code: 32.12Z)
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Latest news
Miraculous in ready-to-wear, Promod relaunches abroad - 28/05/2024
- Sales for the fiscal year March 1, 2023 to end-February 2024: €370 million.
- Sales growth: +1.2%.
- Clothing market: down 1.2% over the calendar year.
- Planned opening of two stores in Saudi Arabia.
- Total number of Promod stores: 395 (including 82 affiliated stores).
- Distribution of stores: 372 in France (including four outlets), six in Belgium, nine in Switzerland, four in Malta, three in Luxembourg and one in Mauritius.
Besançon jeweller Maty inaugurates 40th boutique in Blagnac - 03/05/2024
- Maty plans to open its 40th store in Blagnac, just outside Toulouse.
- This new outlet is the fifth to be opened under affiliation
- Maty's goal is to reach 70 to 80 stores by 2027, with parity between owned and affiliated stores.
- The Gemafi Group (Maty's parent company) employs 505 people.
- Gemafi's sales target for 2023 is just under 100 million euros.
- The business and 15 employees of the EBS jewelry after-sales service have been transferred to Besançon in 2023.
Miramira aims to become the Zara of jewelry - 30/03/2024
- - Number of franchise stores: 120
- - Number of directly-operated stores: 20
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.
Gemafi Maty acquires Express Bijoux Service - 29/05/2023
- The Gemafi group, which brings together SFM (B-to-B jewelry mass production, leader in diamond jewelry) and Maty (sales, distribution and after-sales service for the general public) and employs a total of 500 people, has just acquired EBS, the jewellery after-sales service workshop (Express bijoux services), with 15 employees
- Together, the two workshops carry out over 400,000 pre-sales and after-sales interventions (cleaning, sizing, engraving, repairs) per year
- The biggest player in jewelry after-sales service in France
- The group launches a training school with a first class of ten students in June.
- With Maty and EBS, Gemafi's after-sales team now numbers 50,
- Total sales reach 95 million euros by 2022
- Matu is known throughout France for its jewelry and watches catalog, which still counts 100,000 customers
- Franchise boutiques launched in 2022, in addition to its own boutiques
- Launch of jewelry rental.
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.
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the costume jewelry market | France
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