Precious Brazil plays a strategic role in expanding the reach of Brazilian brands in the United States.
The United States jewelry market, one of the most robust in the world, is experiencing a period of stabilization after years of volatility caused by economic crises and shifts in consumer behavior. Despite ongoing challenges, such as inflation and competition from jewelry with synthetic diamonds, the sector is beginning to show signs of recovery and new opportunities.
In this context, Precious Brazil, a sectoral project created by the Brazilian Gems and Jewellery Trade Association (IBGM) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil), plays a strategic role. Its mission is to promote Brazilian gem and jewelry companies abroad, connecting the excellence of Brazilian production with the demands of this highly competitive market.
Stability and adaptation to change
In recent years, the U.S. jewelry market has faced significant ups and downs. Following strong growth in 2021 and 2022, driven by increased savings and pent-up demand during the pandemic, sales began returning to pre-Covid levels. According to the Edge Retail Academy, independent jewelers experienced a 3% year-over-year decline in sales during the first half of 2024. While these numbers remain below record highs, experts note that the sector is restructuring for more solid and sustainable growth.
In this scenario, personalized experiences and brand identity strengthening have become key trends helping retailers stand out. American consumers are increasingly drawn to unique stories and differentiated service, creating opportunities for jewelry that combines creative design, high quality, and sustainable values — areas in which Brazil excels.
The role of Precious Brazil
Precious Brazil plays an essential role in promoting Brazilian jewelry in the United States. In a market that values exclusivity and authenticity, Brazil has much to offer, from natural gemstones with unparalleled colors and quality to pieces that reflect the country’s cultural richness and creative design.
Brazil’s participation in trade shows like JCK Las Vegas and JIS Fall Miami, for example, has been crucial in connecting national brands with American jewelers and buyers.
Synthetic diamonds and Brazil’s differentiation
One of the biggest challenges in the U.S. market is the growing popularity of synthetic diamonds, which has pressured the sales of pieces with natural gemstones. However, experts indicate that consumers are not only drawn to lower prices but also to the stories and experiences offered by brands.
In this regard, Brazil has a unique advantage: its colorful gemstones. Additionally, Brazilian jewelers are capable of creating exclusive pieces that meet the demand for customization, a strong trend among younger generations like Gen Z and Millennials.
Future opportunities
The American market is reinventing itself, with consumers returning to invest in experiences and products that represent real value. This shift creates an opportunity for Brazilian brands to gain greater market share, particularly by aligning unique designs with narratives that emphasize sustainability and tradition.
With the support of Precious Brazil, the Brazilian jewelry sector can strengthen its presence in the U.S., not only as a raw material exporter but as a key player in creating jewelry that combines authenticity, sophistication, and innovation. This strategic partnership is essential for Brazil to seize growth opportunities in such a competitive and relevant market.
About ApexBrasil
The Brazilian Trade and Investment Promotion Agency (ApexBrasil) works to promote Brazilian products and services abroad and attract foreign investment to strategic sectors of the Brazilian economy. In order to achieve its goals, ApexBrasil carries out several trade promotion initiatives aimed at promoting Brazilian products and services abroad, such as prospective and trade missions, business rounds, support to the participation of Brazilian companies in major international fairs, visits of foreign buyers and opinion makers to learn about the Brazilian productive structure, among other business platforms that also aim at strengthening the Brazil brand. The Agency also acts in a coordinated way with public and private players to attract foreign direct investment (FDI) to Brazil with a focus on strategic sectors for the development of the competitiveness of Brazilian companies and the country.
About IBGM
The Brazilian Gems and Jewellery Trade Association is a national, non-profit private entity founded in 1977. Its mission is to represent, integrate, develop, and promote all segments of the gem, jewelry, and fashion jewelry chain. The association works as an advocate for their interests and by promoting knowledge transfer, trust, and appreciation of their products among consumers.
About Precious Brazil
The Industry Sector Project Precious Brazil aims to support and promote Brazilian companies in the Minerals, gemstones, jewelry, and fashion accessories segments that seek to export their products, whether they are beginners, exporters, or already internationalized. Coordinated by IBGM – The Brazilian Gems and Jewellery Trade Association in partnership with ApexBrasil – Brazilian Trade and Investment Promotion Agency – the project currently serves approximately 150 companies in the industry.
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