The costume jewelry market in Italy

The costume jewelry market represents a specific segment of the broader jewelry industry, encompassing all those products that do not contain precious metals or contain them in marginal amounts. Included in this market are necklaces, earrings, bracelets, rings and various accessories made from base metals (brass, steel), synthetic materials (resins, plastics), non-precious stones (cubic zirconia, glass) and natural materials (wood, mother-of-pearl). Three main categories can be distinguished: imitation costume jewelry, branded costume jewelry (fashion jewelry), and fancy costume jewelry. Unlike traditional jewelry, this sector is characterized by a strong component of affordability, creativity, fashion and customization, finding its main strengths in multichannel distribution (physical and online) and youth demand.

Globally, the market will grow from $31.8 billion in 2024 to $75.89 billion in 2030 (+138.5%), with a CAGR of +15.6%. In Europe, growth will be similar (+138.7%), rising from $9.54 billion to $22.77 billion over the same period. In Italy, the industry's sales will grow from 457.3 million in 2023 to about 529.3 million in 2024 (+15.7%), following a peak of 741 million in 2022. The value of the production sold will reach 479.2 million in 2024 (+9.3% over 2023), while the production realized will exceed 11,000 quintals. The average monthly expenditure of Italian households on costume jewelry has more than tripled from 2017 (€2.63) to 2023 (€9.06), with peaks of more than €13 in the North and lows of €3.74 in the South.

The market structure is dominated by micro and small artisanal enterprises: 78.3 percent of companies are sole proprietorships or self-employed. In 2023 there were 1,583 active enterprises (down 4.2 percent from 2017), while the number of employees is stable at around 3,677. More than half of the sector is made up of artisan enterprises (6,106 companies with 16,633 workers). The sector is strongly rooted in historical production districts (Florence, Arezzo) and is characterized by short supply chains, made-to-measure production and fashion-oriented design. Major companies include Leo France (€216M), Gimet Brass (€52.8M), Chimera Gold (€49M), C.D.C. (€18.1M) and Gidue (€14M), all operating between Tuscany and Piedmont.

Costume jewelry stands out for its multifaceted offering: from fast fashion pieces (€1-10) to mid-range ("bridge jewelry," up to €100), with retail prices reflecting materials, design, and distribution channel. The sector has been affected by inflation: between 2022 and 2024 the consumer price index for jewelry increased by +21.3 percent. Distribution is mainly through physical jewelry stores (89.6 percent of sales in 2023), although e-commerce, although at 10.4 percent share, is growing strongly, driven by Instagram, WhatsApp Business, and Facebook.

The market is transforming under the push of new trends: personalization (custom jewelry, initials), sustainability (recycled materials, ethical supply chains), gender-neutral design, functional minimalism, and tech jewelry (smart ring, NFC). The influence of social media has accelerated fast fashion in the costume jewelry segment as well, with seasonal collections and viral promotions. Italian exports ($663.4 million in 2024) significantly exceed imports ($287.9 million), with a coverage rate stably above 2. The main outlet markets are France (24 percent), the US (9.6 percent) and Switzerland (7.5 percent), while China is the main supplier (33.1 percent).