Brazil Jewelry Market

Brazil Jewelry Market Size and Share:

The Brazil Jewelry market size was valued at USD 3.15 Billion in 2024. Looking forward, IMARC Group estimates the market to reach USD 3.70 Billion by 2033, exhibiting a CAGR of 1.71% from 2025-2033. The Brazil jewelry market is driven by growing disposable income, increasing demand for luxury products, and rising fashion consciousness. The popularity of personalized and sustainable jewelry also contributes to market growth. Additionally, e-commerce expansion and a strong cultural affinity for jewelry further boost the sector's performance.

In Brazil, increasing disposable income is a significant driver of the jewelry market. As the middle class expands and consumers have more spending power, there is a rising demand for luxury and premium jewelry items. This economic uplift has made fine jewelry more accessible to a broader population, driving both demand for high-end pieces and fashion jewelry. Additionally, consumers are seeking quality craftsmanship and unique designs, contributing to the growth of designer brands and bespoke jewelry services. The rise in disposable income supports long-term market growth by making jewelry a desirable and attainable luxury.

Besides this, the expansion of e-commerce has been a major catalyst in Brazil's jewelry market, especially with the increasing preference for online shopping. As internet penetration and smartphone usage grow, consumers are increasingly purchasing jewelry online due to convenience, wide selection, and competitive prices. E-commerce platforms allow jewelry brands to reach a broader audience beyond traditional brick-and-mortar stores, offering detailed product information and secure purchasing options. Furthermore, the ability to explore various price points and designs online is attracting younger and tech-savvy consumers, further bolstering the Brazil jewelry market growth.

Brazil Jewelry Market Trends:

Shift towards sustainable and ethical jewelry.

Sustainability is becoming a key focus in the Brazilian jewelry market, as consumers are increasingly drawn to products that reflect their values. This shift is fueled by rising environmental consciousness and a growing interest in supporting ethical sourcing practices. Consumers are now more likely to buy jewelry crafted from recycled metals, ethically sourced gemstones, and conflict-free diamonds. Jewelry houses are addressing this need by implementing transparent supply chains, certification of environmental sustainability practices, and sustainable design. This trend is changing the consumer's purchasing behavior of the eco-conscious consumer, especially among millennials and Generation Z, in their willingness to pay more for ecologically sustainable and socially responsible products.

Popularity of Customized or Personalized Jewelry:

The largest trend in jewelry retailing in Brazil has been personalization. There, the interest for unique, exclusive pieces is being driven by an increasing number of people looking to express their unique style and personality. Among those trends are the increasing popularity of name necklaces, birthstone rings, and engraved bracelets. One thing that people show more interest in is custom jewelry, partly due to the ever-growing interest for unique items with emotions and values attached to it such as an engagement ring or that special occasion gift. Consumers, especially, have been seeking exclusive designs from their local jewelers and artisans, but established brands provide online customization services. This would make consumers more emotionally connected to the jewelry and increase the opportunity for brands to satisfy the rising need for uniqueness in the market.

Growing Online Jewelry Retail:

The Brazilian jewelry market is experiencing an enormous shift to online retail. This shift has gained momentum due to the change in consumer purchasing habits through digitization. There is convenience in online platforms; a wide array of designs available, and comparative pricing, which enable consumers to sit at home to buy jewelry. The increased number of smartphone and internet users as well as increased digital payment services have made the shift easier. Brands are optimizing their e-commerce websites to provide information about the products, virtual try-on features, and personalized recommendations, thus ensuring a seamless online shopping experience. The growth of social media and influencer marketing also plays a huge role in online jewelry sales through the promotion of trends and direct access to target audiences.

Brazil Jewelry Industry Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the Brazil jewelry market, along with forecasts at the country and regional levels from 2025-2033. The market has been categorized based on product type, distribution channel and category.

Analysis by Type:

• Necklaces
• Rings
• Earrings
• Charms and Bracelets
• Others

Necklaces are a dominant segment in the Brazilian jewelry market, driven by their versatility and wide appeal. They range from simple chains to elaborate statement pieces. Popular in both formal and casual settings, necklaces cater to various consumer preferences, including those for customized or personalized designs.

Additionally, the rings, especially engagement and wedding bands, play a significant role in Brazil jewelry market share. The demand for rings is often linked to cultural milestones, such as engagements and anniversaries. Additionally, fashion rings continue to grow in popularity due to their ability to serve as both personal adornment and fashion statements.

Moreover, the earrings are a staple in the Brazilian jewelry market, known for their variety in design and style. From simple studs to extravagant statement earrings, this category appeals to a wide demographic. They are often chosen to complement different facial features and are popular for both everyday wear and special occasions.

Also, the charms and bracelets have gained popularity, particularly in the personalization trend. Consumers are attracted to the ability to create custom pieces that reflect personal milestones or interests. Charm bracelets, in particular, offer versatility, allowing users to add or change charms based on preferences, enhancing emotional and aesthetic appeal.

Furthermore, the "Others" category includes a variety of jewelry types such as brooches, anklets, and hair accessories. While less common than the primary types, these items generate additional sales by catering to niche markets and offering unique options for consumers seeking distinctive styles. Their appeal often lies in their ability to complement other jewelry pieces.

Analysis by Distribution Channel:

• Offline Retail Stores
• Online Retail Stores

Offline retail stores are still a significant distribution channel in the Brazilian jewelry market. The consumer wants to see and try on jewelry in person, which provides a sense of trust and authenticity. Direct customer service, personalized recommendations, and an immediate purchase experience are all possible through physical stores.

Brazil's jewelry market forecast highlights significant growth, particularly for online jewelers, driven by the convenience of accessing products online, an extensive range of options, and value-for-money deals. Customers can browse, compare, and buy jewelry from the comfort of their homes through e-commerce platforms. Moreover, digital advancements such as virtual try-ons and detailed product descriptions further enhance the online shopping experience.

Analysis by Category:

• Real Jewelry
• Costume Jewelry

Real jewelry, usually made of precious metals and gemstones, represents the high-end market. It is often associated with luxury, investment value, and emotional significance, such as engagement rings and heirlooms. Consumers seek quality, craftsmanship, and long-term value, driving demand for premium and timeless designs.

In addition, costume jewelry, a product line produced from cheaper raw materials such as base metals, plastics, and glass, provides substantial revenue through its market to fashion-conscious consumers. It is a popular category of affordable, trendy items that enable frequent style changes at minimal cost. It is the most accessible type of jewelry, appealing to the masses, especially the younger consumer who wants flexibility and affordability.

Regional Analysis:

• Southeast
• South
• Northeast
• North
• Central-West

The jewelry market in Brazil is primarily dominated by the Southeast region, particularly in major urban centers like São Paulo and Rio de Janeiro. This dominance is driven by a high concentration of affluent consumers, luxury brands, and a strong fashion culture. It is the location for almost all retail and e-commerce jewelry sales.

In keeping with this, the jewelry market in South is characterized by a growing middle class and high demand for luxury as well as affordable jewelry. The region has a well-established retail network and a rising interest in fashion-forward, customized pieces, particularly among younger consumers in cities like Curitiba and Porto Alegre.

In addition, the Northeast region is experiencing strong demand for both fine and costume jewelry due to a combination of local craftsmanship and rising disposable income. Cultural heritage is rich in the region, and people like to have jewelry that is unique and handcrafted. Tourism and regional festivals also add to the growth by encouraging jewelry sales.

Moreover, in the North, the jewelry market is emerging, with a focus on affordable, everyday pieces and regional designs. Consumer demand is growing in urban areas like Manaus, while rural regions remain more price-sensitive. Traditional and nature-inspired designs are popular, reflecting local culture and natural resources.

Apart from this, the Central-West region has a developing jewelry market, largely driven by the agricultural sector and an expanding middle class. Cities like Brasília show increasing interest in luxury and fashion jewelry, although the market remains smaller compared to other regions. Local artisans contribute to a rise in demand for unique, handmade items.

Competitive Landscape:

The Brazilian jewelry market is highly dynamic and competitive. There are artisan producers, such as the older-established manufacturers. High-end brands rule the luxury segment of the market, highlighting perfect craftsmanship, exclusive designs, and prestige value from the brand name. Small-scale local designers and independent artists represent a vital element of the market, which reaches niche consumers through unique pieces with cultural value reflecting the wealth of Brazil's culture. E-commerce is changing the competitive dynamics, with online platforms offering a wide range of jewelry at competitive prices. This shift is supported by digital marketing strategies, influencer collaborations, and social media campaigns targeting Brazil's growing base of young, tech-savvy consumers. Sustainability and ethical sourcing are becoming increasingly important in Brazil's jewelry market, as brands focus on environmentally responsible practices to appeal to the rising demand for eco-friendly and socially conscious products. This emphasis on sustainability, combined with the push for innovation in designs and materials, is intensifying competition within the sector.

The report provides a comprehensive analysis of the competitive landscape in the Brazil jewelry market with detailed profiles of all major companies.

• HStern Jewellers
• Joias Vivara
• Manoel Bernardes SA
• Pandora A/S

Latest News and Developments:

• In January 2025, Tiffany & Co. opened a new flagship store at São Paulo's Iguatemi shopping center, marking its continued presence in Brazil since its debut there over 20 years ago. The 4,390-square-foot space, spread across two floors, draws design inspiration from the brand’s iconic Fifth Avenue flagship in New York. Featuring a blend of local and international art and craftsmanship, the store reflects Tiffany’s evolution in the Brazilian market.
• In September 2024, G Mining Ventures, a Canadian company, acquired two gold mining assets in Brazil from Australian resources firm BHP. To facilitate the acquisition, G Mining enlisted the expertise of three Mattos Filho offices. This strategic move expands G Mining's operations in Brazil, strengthening its presence in the South American gold mining sector. The deal underscores G Mining’s commitment to growth and diversification within the region's mining industry.
• In February 2024, The Education Above All (EAA) Foundation has teamed up with Brazilian jeweler Silvia Furmanovich, a renowned silversmith celebrated for her exquisite designs, to unveil an exclusive jewelry collection at the 2024 Doha Jewellery and Watches Exhibition (DJWE). The collaboration is intended to raise funds and support marginalized children as they acquire quality education. The luxurious pieces are designed for EAA especially and feature the quality of craftsmanship with a commitment to education.
• In April 2023, Tres-Or Resources Ltd. agreed to acquire Vaaldiam do Brasil Mineração Ltda., a private Brazilian company holding five diamond exploration properties in Minas Gerais, Bahia, and Mato Grosso. The acquisition provides Tres-Or with access to a highly skilled team boasting over 20 years of experience. Additionally, the company has announced a private placement to raise up to CDN$100,000, subject to TSX Venture Exchange approval.
• In October 2022, Gembridge is releasing a selection of responsibly sourced Brazilian aquamarines, each stone hand-cut, "super clean," in an array of intense blues. The group features 15 pairs of earrings weighing between 5 and 13 carats in oval and pear shapes and seven singles. They were purchased directly from small-scale miners in Minas Gerais who hand-picked the stones, ensuring them a fair price that represents full compensation throughout the production chain.

Brazil Jewelry Market Report Scope:

Key Benefits for Stakeholders:

• IMARC’s report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the Brazil jewelry market from 2019-2033.
• The research study provides the latest information on the market drivers, challenges, and opportunities in the Brazil jewelry market.
• Porter's Five Forces analysis assists stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the Brazil jewelry industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.