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Summary of our market study
French costume jewelry production valued at over €510 million
The global costume jewelry market is growing, with its value set to rise from $228 billion in 2020 to $307 billion in 2026, representing growth of 34.7%.
The French market, although slowing down during the health crisis of 2020, has seen steady growth over the past decade.
The majority of French consumers spend less than 200 euros on jewelry, with the average budget for men standing at 235 euros versus 100 euros for women. The majority of French people spend less than 15 euros on costume jewelry per year. The average price of costume jewelry is estimated at between 15 and 20 euros.
Costume jewelry accounts for 16.2% in value and 52.4% in volume of jewelry sales in France.
France's trade balance for costume jewelry has improved from a deficit of $169 million to a surplus of $261 million in 2023, with China as France's leading supplier of costume jewelry.
Luxury brands have begun to exploit this segment, offering high-end costume jewelry to a wider, less affluent clientele.
Seasonal demand for costume jewelry peaks at Christmas and Valentine's Day, underlining its popularity as a gift choice.
Players in costume jewelry
- The Pandora Group is a specialist in costume jewelry from Denmark. Pandora has conquered a worldwide audience thanks to its philosophy of affordable luxury.
- Thom Group brings together prestigious retail chains: Smizze, Marc Orian, Histoire d'or.
- Moa, another key player, offers a wide range of accessories, including costume jewelry.
- Bala Boosté brings a touch of elegance and variety to the costume jewelry market.
- Maty is a French jeweler whose history has earned it a solid reputation for quality and service.
- Jollia is a costume jewelry retailer with an emphasis on craftsmanship and unique designs.
- Agatha is a brand with a long history of making chic, accessible jewelry.
- Taratata brings an artistic approach to costume jewelry.
- Gas Bijoux is known for its sunny, bohemian inspirations.
- Smizze, a Thom Europe company.
- Christian Dior, Yves Saint Laurent and Loewe have all added costume jewelry to their product ranges.
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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 ecological and responsible consumption 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
Maty buys Cresus pre-owned luxury watches - 06/09/2024
- - 1993: Year of creation of Cresus, specialized in buying and selling pre-owned luxury watches.
- - 2 boutiques retained (Lyon and Bordeaux) out of the original 5, following the takeover by Maty.
- - 15 of the original 30 Cresus employees taken on.
- - More than 500 employees in the total workforce of the Gemafi family holding company following the acquisition of Cresus.
- - 40 Maty boutiques in France, possible distribution outlets for the Cresus brand.
- -5 to 10%: Share of diversification in the second-hand market in Maty's sales, valued at nearly 100 million euros
- - 11 million: Cresus sales in 2023, declining.
- - 80%: Share of jewelry in the sales of Maty, founded in the 1950s.
- - +75%: Growth forecast for the pre-owned luxury watch market by 2030, according to a Businesscoot study.
- - 5 new Cresus corners planned in the best-placed Maty boutiques, as part of the expansion of their commercial partnership.
High-fashion Gas jewelry takes off abroad - 02/07/2024
- Sales of costume jewelry have grown by 15% a year since 202
- - In France, the costume jewelry market accounted for 1.7 billion euros, of which almost a third (+16% year-on-year) was produced in the country.
- - Gas sales reached 18 million euros in 2023
- - Gas plans to open four new sales outlets this year in Miami, Cannes, Warsaw and Beijing.
- - Gas generates a quarter of its business in China and is targeting a third of its sales abroad.
- - Gas employs 70 craftsmen out of a workforce of 140, and has 500 points of sale, including corners (20) and its own boutiques and franchises (20).
- - The Gas workshop produces up to 1,000 pieces a day, or 300,000 a year.
- - Jewelry prices at Gas can range up to 260 euros for a bracelet, 160 euros for earrings, and over 300 euros for certain gold necklaces. - Gas has over 200 suppliers worldwide.
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.
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the costume jewelry market | France
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