The three-day 2024 Japan Jewelry Fair (JJF) showcased high-quality, innovative jewelry designs, drawing buyers from Japan and overseas. Celebrating the excellence of Japanese craftsmanship, JJF solidified its reputation as Japan's largest B2B jewelry trade fair.
A Platform for Local and Global Jewelry Brands
Co-organized by Informa Markets and the Japan Jewellery Association (JJA), the event took place in Tokyo from August 28 to 30, 2024, featuring 352 exhibitors from Japan and abroad. Despite an 8% drop in attendance compared to 2023, due to Typhoon “San San,” the fair exceeded expectations, thanks to high-quality buyers from regions like China and Southeast Asia.
Exhibitors reported significant interest in Japanese craftsmanship and international collaborations. EM Corp, a specialist in colored gemstones, noted positive engagement despite a slower pace compared to previous years. Founder Deepali Agarwal highlighted the presence of serious buyers, which contributed to satisfactory results.
Spotlight on Japanese Craftsmanship
Japanese-made jewelry remained a focal point at JJF, attracting both domestic and international buyers.
- Hinata Jewellery Corporation launched flexible 18K gold rings featuring vibrant gemstones, which gained popularity among buyers from China and the Philippines. To counter high gold prices, the company introduced platinum jewelry as a cost-effective alternative to 18K white gold.
- Ando Manufacturing Co., Ltd., showcased 18K gold chains and magnetic bracelets. Sales representative Yin Tak Fui observed a shift toward customized designs and components over ready-made jewelry.
Japanese pearls continued to be in high demand, with silver-blue Akoya pearls standing out among Chinese buyers. Jewelry Ozawa Co. Ltd. enhanced its presence through live-streamed demonstrations, a practice successfully adopted during the pandemic.
Innovative Designs Shine
Japanese designers impressed attendees with creative and unique pieces:
- Shimizu Jewelry Co. Ltd. unveiled a collection of geometric pearl jewelry and lifelike animal-shaped designs using pearls of various shapes and colors. Sales manager Mami Shimizu highlighted their focus on high-quality craftsmanship.
- Award-winning designer Norihisa Tanaka presented his Gingko Leaf Rings, a blend of 18K gold, platinum, Tahitian pearls, tanzanite, and diamonds. Tanaka, participating in JJF for the first time, emphasized the growing demand for bespoke, artisanal jewelry.
Expanding International Presence
International exhibitors used JJF as a springboard into the Japanese market:
- Patrick Mavros, a luxury brand from Mauritius, showcased a nature-inspired collection designed for Japan, garnering interest from domestic buyers and leading department stores.
- Colored gemstone specialist Iwahiro Trading Co., Ltd., highlighted Paraiba tourmalines and sapphires, emphasizing competitive pricing without compromising quality.
Future Outlook
Despite challenges like a weak yen and economic uncertainty, JJA President Keita Nagahori remains optimistic. Japan’s jewelry retail sales grew by 2.3% in 2023, reaching 1.0462 trillion yen (approximately $7.33 billion), driven by foreign tourists and robust exports.
To address an aging population and declining demand for engagement rings among younger generations, JJA launched a Bridal Diamond Pavilion at JJF, aiming to reignite interest in wedding jewelry.
Nagahori also highlighted a 64.4% increase in jewelry exports in 2023, with Hong Kong as the largest market for Japanese precious metal products, which accounted for 82.1% of export value.