Gen Z fuels growth of indie jewelry in APAC

A new wave of independent jewelers is reshaping the markets, from the U.S. to Indonesia, China, and Singapore, proving that the desire for meaningful adornment knows no borders. According to Allied Market Research, the global handmade jewelry market reached $151.5 billion in 2022 and is set to triple, hitting $472.5 billion by 2032. According to Therese Reyes, lead editor for APAC at behavioral insights agency Canvas8, the Asia-Pacific region dominates the global jewelry market, with gold pieces in particular holding deep cultural significance — contrasting with the Western tradition of jewelry as a symbol of personal achievement. “I know so many people who choose to hand-make their wedding rings themselves,” Reyes says. “It adds even more sentiment to a piece you keep for life. Jewelry, and gold in particular, has long been highly valued in APAC. It’s gifted at weddings, worn during festivals, and passed down as family heirlooms across all classes.” “Even with big brands here, many still turn to independent or community jewelers who are more in tune with cultural designs and don’t carry the high markup. Ultimately, most people here value the material itself over the brand name,” she adds. TikTok champions niche jewelers A new generation of tastemakers is amplifying this shift. Global influencers, including Kira Kirby and Arden Chee, are championing brands from Los Angeles-based Spinelli Kilcollin to London-based Lucy Delius Jewellery. Meanwhile, more celebrities are launching purpose-driven lines, such as Damson Idris’ Didris, which honors his mother’s heritage and African artistry. “TikTok has really helped younger people appreciate jewelry,” Reyes continues. “You see independent makers sharing their process, and shoppers bringing their followers to local sellers. There’s so much more information now, things you used to learn from your mother or grandmother. In a way, it’s ‘ungatekeeping’ that education. While this transparency might challenge luxury brands that rely on image over quality, I’ve noticed the opposite effect with jewelry.” Impact.com’s 2024 report shows clear influencer and celebrity sway over Southeast Asia’s Gen Z, with 64% of respondents saying recommendations from mega-influencers (more than 1 million followers) affect their purchase decisions, while 62% cited celebrities and 58% cited macro-influencers (more than 100,000 followers). China’s Gen Z goes for gold The move toward independent jewelers is also pragmatic. In an uncertain economy, jewelry acts as both a stable store of value and self-reward. A 2023 Chow Tai Fook survey found that about 70% of Chinese consumers aged 18 to 40 intended to purchase pure gold jewelry, and for 64% of Gen Z, gold is a self-purchased treat or daily accessory. Moqian Sun, founder and principal marketing consultant of The Harvest, notes that the trend offers China’s Gen Z a tangible asset and a way to practice savings discipline. “This accessibility is key. Platforms including RedNote and Douyin are filled with influencers showcasing ‘mini-gold’ collections, affordable pendant necklaces, and other small pieces that have made investing in gold both trendy and affordable for a young audience,” she says. For many in this cohort, the initial purchase is often a micro-trend, such as an affordable, decorative gold sticker for their smartphones. These stickers, weighing 0.01 to 0.2 grams and priced between 40 RMB ($5.50) and just over 100 RMB ($14.18), feature culturally resonant designs, from the God of Wealth to lucky maxims such as Peace and Happiness and Get Rich. They’re designed for maximum symbolism and minimum cost. These converging trends have helped propel China to the forefront of the global gold market. In Q3 2025, gold jewelry demand fell 18% to 83.8 tonnes due to high prices and weak consumer sentiment, but in terms of value, it was the second-highest third quarter on record, with consumers spending $9 billion (66 billion RMB), according to the World Gold Council (WGC). From status to story Liliya Burkhanova, owner of the Barefoot Aristocracy boutique in Canggu, Bali, observes a notable shift in APAC’s jewelry market. Small brands are growing rapidly as consumers no longer choose jewelry solely for status but increasingly for personality, authorship, and a feeling of connection with the creator. While major houses offer heritage, independent brands provide a more intimate and human story. “The market is shifting toward the deeply personal,” she tells Jing Daily. “Jewelry is now a vessel for identity, memory, and emotion, which requires emerging brands to create with clear intent. Success lies in building a meaningful narrative, where a brand must articulate its own world and values to stand out in a landscape where purely decorative design is no longer enough.” Singaporean jeweler Jasmine Tay Jie Min is one player leading the personalized jewelry movement. A professional with over five years of experience, she fields numerous custom requests through her brand, Rosecut Edit, crafting pieces imbued with personal narratives into tangible heirlooms. “I disagree that more people are choosing independent makers over well-known names. Rather, we offer consumers more options,” Min says. “I specialize in creating handcrafted impressions of leaves in pure, 99.9% silver, and most of my work comes from commissions. These are often from brides wanting to preserve their wedding bouquet in a precious way or from partners seeking a unique anniversary gift.” In her view, the market is expanding, not simply pivoting. Major brands will continue to hold their allure, as their sought-after designs remain iconic and timeless badges of status. “Ultra-high-end jewelers cater to a clientele seeking unique creations, sparking material innovation,” Min explains. “This has led to the use of exceptionally strong yet lightweight metals such as titanium and aluminum, which, through clever engineering, allow for spectacularly intricate works of art unachievable with traditional precious metals.” Old motifs, fresh vibes As Asia’s Gen Z increasingly favors artistic individuality over ubiquity, designers are fusing heritage motifs with modern design. “When a product has a strong story or a unique cultural twist, people stop comparing prices, as they’re buying the meaning, not just the object,” Sun shares. “Brands don’t even need costly materials anymore because good design and clever reinterpretation are enough to evoke that feeling of Chinese heritage.” She highlights labels like Mandarin Zan Club, which incorporates Buddha motifs and prominently features jade, and Soft Mountains, inspired by the artistry of China’s ethnic minorities. In South Korea, a parallel movement is bridging heritage and the future. Young designers in historic districts like Jongno are revitalizing family businesses, while brands including Naschenka, whose pieces were worn by Jennie Kim in her “Zen” music video, are reinterpreting tradition for a modern audience. As regional and global tastes continue to evolve, independent jewelers are carving out a significant and lasting place in a market once firmly held by the major houses.

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Gen Z fuels growth of indie jewelry in APAC

Gen Z fuels growth of indie jewelry in APAC