The Evolving Pearl Necklace Market: Quality and Sustainability Drive Growth in 2025

October 31, 2025 – The global pearl necklace market is experiencing a significant transformation in 2025, moving beyond post-pandemic frenzy to a more mature phase where quality, sustainability, and personalized expression are driving consumer preferences. While the market has cooled from its 2023 peak, premium quality pearls continue to demonstrate remarkable price resilience, with certain categories like Tahitian pearls seeing price increases of approximately 40% year-over-year.

From Traditional to Trendsetting: Redefining Pearl Elegance

The perception of pearls as exclusively “your mother’s jewelry” is rapidly fading, particularly among younger consumers. Retailers are reporting a notable increase in store traffic, with sales volumes up approximately 20% during recent seasonal peaks.

“What we’re witnessing is a fundamental shift in how consumers, especially younger demographics, view and wear pearls,” said Yang Bai, principal designer at ARLENE BAI Jewelry Studio. “The trend has moved from single strands and simple studs to layered combinations, asymmetric designs, geometric settings, and Baroque pearls. Contemporary consumers increasingly focus on personal expression through their jewelry choices.

This transformation is evident in consumer behavior. “I used to think pearls were for older generations, but social media trends have changed my perspective,” said Dong, a ‘Gen Z’ consumer shopping at Beijing’s Hongqiao Market, showcasing two newly purchased pearl necklaces and a pair of earrings. “Layered styling with different pearl combinations creates rich dimension that feels completely modern.

Market Polarization: Premium Quality Defies Broader Trend

While the market has generally cooled from its 2023 peak, creating more reasonable price points overall, exceptional quality pearls continue to appreciate significantly. According to multiple merchants at Hongqiao Market, Tahitian pearl prices have increased by approximately 40% year-over-year, while rare-size Australian white pearls continue to climb, and South Sea gold pearls have seen modest gains.

This price polarization stems from fundamental differences in pearl production. “Due to higher cultivation difficulty, longer cycles, limited output per shellfish, and import dependence, similar-sized seawater pearls typically cost 3-10 times more than freshwater pearls, with rarer specimens commanding premium prices,” explained Mr. Zhou, an individual jeweler.

The market distinction between pearl types remains pronounced. Seawater cultured varieties include:

• Akoya pearls: Cultured in Mares’ mussels primarily in Japan’s Seto Inland Sea, known for their bright “lightbulb” luster, typically ranging from 3-9mm.

• South Sea pearls: Including gold pearls from gold-lipped oysters and white pearls from white-lipped oysters, primarily from South Pacific deep waters, typically ranging from 8-15mm.

• Tahitian pearls: Known as “rainbow black” for their unique iridescence, cultivated in black-lipped oysters in French Polynesian waters, typically ranging from 8-15mm.

Meanwhile, freshwater pearls, particularly China’s innovative Edison cultured pearls with their large size, rich colors, and high roundness, continue to gain market share due to their affordability and improving quality.

E-commerce Expansion Reshaping Retail Landscape

Digital platforms are becoming increasingly significant in the pearl market, with live streaming commerce driving substantial growth. According to the “Kuaishou Pearl Category Consumption Trends Report,” platform pearl category GMV exceeded 900 million yuan in 2024, with pearl necklaces accounting for 65% of transaction volume.

During Kuaishou’s recent “Pearl Love Season” event, merchant numbers increased 17.41% month-over-month, with successful live streaming events generating millions of views and significant sales. One featured seller moved over 30,000 units of a single S925 silver-water pearl amethyst necklace design.

“The internet and social media have become crucial for connecting with younger buyers,” said Jacques Christophe Branellec, CEO of Jewelmer. “These platforms introduce our brand and educate consumers about the world of South Sea pearls.”

Sustainability and Innovation Driving Future Development

As environmental concerns grow, the pearl industry is increasingly focusing on sustainable cultivation methods and technological innovation. Industry leaders are implementing innovative farming strategies to protect oyster survival rates, investing in improving pearl color and quality, and maintaining genetic diversity.

Jewelmer, for instance, monitors hatchery operations and uses selective breeding to identify resilient oyster strains. “These robust oysters bring hope to the pearl farming industry,” noted Branellec. Strict control of the farming environment also improves water quality while restoring marine habitats.

Meanwhile, Japanese pearl farms are implementing multiple initiatives for ecological restoration, including recycling discarded fishing gear into new equipment, researching the carbon sequestration capabilities of Akoya pearl oysters, and conducting environmental impact assessments of pearl farms.

Global Market Outlook

According to QYResearch, the global pearl necklace market is projected to reach RMB 76.72 billion by 2031, growing at a CAGR of 9.2% from 2025 to 2031-2. The market is fairly concentrated, with leading players including Tiffany & Co., Mikimoto, The Pearl Source, Chow Sang Sang Holdings International Limited, and Pearl Company.

Regional markets show distinct characteristics, with Southeast Asia demonstrating particularly strong demand for luxury, sustainability, and versatility in jewelry, aligning perfectly with pearl characteristics and driving industry growth.

Looking Ahead

As the market continues to evolve, industry experts anticipate further polarization between investment-grade collectible pearls and fashionable, accessible pieces. “The price adjustments in the pearl market essentially represent a restructuring of supply and demand and consumption segmentation, not industry decline,” explained Yang Bai. “Going forward, pearl consumption will mature, with high-quality.”

With prices stabilizing after 2022-2023 fluctuations and consumers increasingly valuing craftsmanship, sustainability, and personal expression, the pearl necklace market appears poised for balanced, sustainable growth in the coming years.