COMPETITIVE LANDSCAPE
Vivara and H Stern maintain lead through strategic expansion and innovation
The jewellery market in Brazil is moderately concentrated, with leading players maintaining their positions through strategic expansion and innovation. In 2025, the top manufacturers, such as Jóias Vivara Ltda and H Stern Comércio e Indústria Ltda, continued to lead the market, with Vivara holding a 13% share and H Stern holding a 3% share of retail value.
Premiumisation and sustainability to drive future growth and opportunities
The jewellery market in Brazil is expected to continue growing over the forecast period, driven by premiumisation and the increasing popularity of lab-grown diamonds. Lab-grown diamonds are emerging as a potential driver of growth, offering a compelling combination of affordability, sustainability, and ethical appeal.
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Overview:
Understand the latest market trends and future growth opportunities for the Jewellery industry in Brazil with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Jewellery industry in Brazil, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Jewellery in Brazil report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Jewellery in Brazil?
- Which are the leading brands in Jewellery in Brazil?
- How significant is tourism in determining sales and demand for Jewellery in Brazil?
- How are COVID-19 and global recession impacting demand for Jewellery in Brazil?
- In the wake of COVID-19, how soon can Jewellery be expected to recover? Where are the opportunities for growth now?
- Where is future growth expected to be most significant?
Jewellery in Brazil - Category analysis
KEY DATA FINDINGS
Robust performance driven by premiumisation and symbolic gifting
Vivara drives growth with dual-brand strategy across income segments
Costume jewellery remains largest category due to affordability
Fine jewellery sees strong growth driven by affluent consumers
Premiumisation and lab-grown diamonds drive growth
Narrowing gap
Diversification and sustainability to shape future
Vivara and H Stern maintain lead through strategic expansion and innovation
Premiumisation and sustainability to drive future growth and opportunities
Retail offline remains dominant through branded stores
Retail e-commerce grows with improved digital platforms
Omnichannel presence key for retailers
Sustainable luxury emerges with recycled gold and lab-grown diamonds
Personal Accessories in Brazil - Industry Overview
Premiumisation and tech innovation key to growth
Growth despite global uncertainty
Vivara adapts to polarisation, while Casio Vintage captures young consumers with retro appeal
Gen Z drives demand for smart and connected accessories
Tech-savvy consumers drive premium growth through innovation
Sustainability and cultural relevance to shape industry dynamics
Fastest growth in traditional and connected watches driven by tech innovation
Leading brands maintain positions through innovation and strategy
Opportunities arise from market trends and consumer preferences
Retail offline remains dominant through omnichannel presence
E-commerce expands with Gen Z and Millennial consumers driving growth
Retail e-commerce plays significant role with growing competition
Sustainable luxury jewellery redefines market with eco-friendly designs
COUNTRY REPORTS DISCLAIMER
The following categories and subcategories are included:
Jewellery
- Costume Jewellery
- Fine Jewellery
Jewellery
Jewellery is a kind of personal adornment usually made with various precious and semi-precious materials such as gemstones, precious metals, beads, glass, and shells. Jewellery is segmented as either real or costume jewellery. Hair Accessories are not included as part of Real or Costume jewellery.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Jewellery research and analysis database.
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