Sector meets to determine the international priority markets for the next phase of the Precious Brazil project, in partnership with ApexBrasil.
Brazil’s gems and jewelry sector has begun a new stage of international planning with the Market Ranking Meeting, organized by the Brazilian Gems and Jewellery Trade Association (IBGM) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil). The meeting marks the beginning of the preparatory phase for the next agreement of the Precious Brazil project (2026–2028) and gathered exporting companies to collaboratively define the priority markets where commercial promotion efforts will be focused over the next two years.
Strategic Importance of Market Ranking
The meeting served as a decisive moment for alignment between the public and private sectors, ensuring that investments are directed toward markets with the highest potential return. This process allows companies to share insights and experiences, contributing to assertive decisions regarding trade shows, international missions, and promotional initiatives.
“More than a technical stage, the ranking process is a strategic exercise in listening and joint planning with companies in the sector. This exchange helps us understand real market dynamics and make informed decisions about where and how to invest our resources in the coming years,” highlights Clarissa Maciel, manager of the Precious Brazil project.
United States as a Priority with a Mid-Term Vision
During the meeting, the United States was identified as the top market for nearly all segments — from fine jewelry to fashion jewelry and cut gemstones. Despite current import tariffs, participants emphasized that the country remains the world’s largest consumer market and that existing challenges are expected to be resolved in the medium term.
Global Trade Shows as Hubs for Relationships and Business
Discussions also highlighted the importance of international trade shows as strategic connection points with buyers. JIS Miami, for example, was recognized as essential for engagement with retailers from Latin America, while the Milan fair remains one of the most promising for European expansion, attracting buyers from Italy, France, the United Arab Emirates, and other regions.
Reevaluating Markets: Focus on Europe and Asia
The meeting underscored the need to reassess Brazil’s presence in certain European markets. France, for instance, has gradually lost relevance for Brazilian fashion jewelry, while Germany emerged as a strategic alternative for both jewelry and gemstones. In Asia, Thailand gained prominence as a potential new hub for Brazilian gemstones, especially as Hong Kong’s leadership declines.
New Opportunities and Commercial Challenges
Markets such as China and the United Arab Emirates remain promising but present more complex entry requirements, including customs barriers and the need for ATA Carnet or local partners. Canada was also mentioned as a growing and promising market.
Institutional Support and Next Steps
ApexBrasil reaffirmed its commitment to providing market studies, data, and support for market diversification, especially for small and medium-sized enterprises.
“ApexBrasil has been working side by side with IBGM and companies in the sector to support strategic decisions on markets with the greatest potential. This joint effort is essential to diversify destinations, strengthen the international presence of Brazilian brands, and expand business opportunities for the entire sector,” emphasizes Viviane Iark, Precious Brazil manager at ApexBrasil.
The current agreement with ApexBrasil concludes in November 2025. The new agreement is expected to be signed in March 2026, with promotional activities beginning in May and running through March 2028.
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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