Nina Jobst
Research expert covering South Korea
Jewelry market in Australia - statistics & facts
Australia’s jewelry landscape offers various items, from sparkling jewel-studded rings to delicate necklaces, to meet the needs of its consumer base. The country’s jewelry retail network encompasses small independent jewelers, fine jewelry chains, fashion-centric brands, and brand-only stores. Independent boutiques are the most prevalent, comprising over half of Australia’s jewelry stores. With jewelry being a non-essential item and consumer discretionary spending remaining cautious, retailers have to match evolving style preferences alongside market trends like lab-grown diamonds to stay relevant in a competitive environment.
Australia’s fine jewelry gems: from Michael Hill to Pandora
Predominantly made from precious metals and gemstones, fine jewelry caters to shoppers wishing to make luxury purchases or design unique custom pieces. Due to traditionally higher price tags, high- and middle-income earners account for most fine jewelry purchases across household income brackets. Australian-owned chains, including Michael Hill and brands owned by the James Pascoe Group like Prouds, Angus & Coote, and Goldmark, alongside international brand Pandora A/S, dominate Australia’s fine jewelry landscape. New South Wales, Queensland, and Victoria are the epicenters of fine jewelry due to their bustling commercial districts, elevated economic activity, and higher tourist foot traffic. While brand-only stores, including frontrunners Swarovski and Secrets Shhh, are still few in number, Australia’s brand-only footprint has expanded substantially over the last decade.Lovisa: the heart of Australia’s fashion jewelry
While fine jewelry remains Australia’s primary jewelry segment, fashion jewelry has found a dedicated consumer base, particularly among the younger demographic. Owing to the use of inexpensive and non-precious materials, fashion pieces tend to be more affordable, accessible, and able to keep pace with consumer trends. Local brand Lovisa has become Australia’s standout fashion jewelry competitor. The company’s rapid global store network expansion, soaring by around 465 locations between 2020 and 2024, has been accompanied by strong financial performance, with Lovisa’s revenue hitting a ten-year high in 2024. However, not all that glitters is gold, with the company recently facing a lawsuit due to staff mistreatment and underpayment allegations. Aside from Lovisa, several brands operating in Australia’s fashion jewelry segment have been on thin ice, with chains like Diva, Equip Accessories, and Emma & Roe collapsing over the past decade. To stay afloat, many fashion jewelers are creating cheaper replications of high-end pieces to encourage shoppers to opt for the same style for less money.Lab-grown diamonds are shining bright
With various factors influencing Australia’s jewelry demand, including fashion trends, disposable income, and fluctuating crude marriage rates, retailers must remain attentive to stay competitive. Jewelry sales often peak during seasonal events like Valentine’s Day and the pre-Christmas period, as consumers are drawn to unique seasonal collections. Recently, custom-made jewelry and ethically and sustainably produced items have seen greater demand as sustainable consumption moves to the forefront of Australia’s consumer goods industries. Furthermore, the use of synthetic diamonds has been trending, with some companies like Pandora A/S releasing lab-grown diamond jewelry collections to gauge consumer reception.
