COMPETITIVE LANDSCAPE
Leading companies maintain share in a fragmented market
The jewellery market in South Africa remains highly fragmented, with a mix of global players, domestic brands, and various retailers competing for share. In 2025, the top companies, such as Browns the Diamond Store and Lovisa Accessories, maintained their leading positions, with Browns the Diamond Store holding 10% and Lovisa Accessories holding 8% share.
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Overview:
Understand the latest market trends and future growth opportunities for the Jewellery industry in South Africa 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 South Africa, 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 South Africa 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 South Africa?
- Which are the leading brands in Jewellery in South Africa?
- How significant is tourism in determining sales and demand for Jewellery in South Africa?
- How are COVID-19 and global recession impacting demand for Jewellery in South Africa?
- 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 South Africa - Category analysis
KEY DATA FINDINGS
Lab-grown diamonds and investment appeal drive jewellery market growth
Lab-grown diamonds and investment potential drive sales
Market polarisation leads to customisation and personalisation
Investment potential fuels demand for fine jewellery
Affluent consumers will drive luxury jewellery demand despite economic uncertainty
Lab-grown diamonds will increase access to costume jewellery
Investment potential set to fuel demand for fine jewellery
Leading companies maintain share in a fragmented market
Offline retail dominates through jewellery and watch specialists
Retail e-commerce grows steadily despite offline dominance
Lab-grown diamonds and investment potential drive innovation
Personal Accessories in South Africa - Industry Overview
South Africa’s personal accessories market thrives on affordable luxury and sustainability
Market polarisation drives retailers to expand value-focused offerings
Bags and luggage remains the largest category, with dynamic growth
Gen Z consumer driving demand for sustainability and inclusivity
Retailers adapt to consumer behaviour with value offerings
Resale platforms support demand for second-hand bags through affordability
Connected watches set to be the fastest growing subcategory
Leading companies maintain lead amid market polarisation
Offline retail dominates sales through specialists
Retail e-commerce drives growth with convenience and enhancements
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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