COMPETITIVE LANDSCAPE
Domestic players dominate jewellery landscape
The jewellery landscape in Sweden remained moderately consolidated in 2025, with the two leaders holding double-digit share. Fine jewellery outperformed costume jewellery as consumers traded up towards quality and durability.
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Overview:
Understand the latest market trends and future growth opportunities for the Jewellery industry in Sweden 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 Sweden, 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 Sweden 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 Sweden?
- Which are the leading brands in Jewellery in Sweden?
- How significant is tourism in determining sales and demand for Jewellery in Sweden?
- How are COVID-19 and global recession impacting demand for Jewellery in Sweden?
- 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 Sweden - Category analysis
KEY DATA FINDINGS
Quality and sustainability drive Swedish jewellery’s performance
Growing polarisation and modest growth as wedding figures flatten in Sweden
Fine jewellery outperforms with sustainable alternatives
Retail innovation responds to changing consumer behaviour
Affordable premium brands and sustainability will drive continued growth
Lab-grown diamonds set to gain mainstream acceptance
E-commerce and digital strategies expected to enhance competitive edge
Domestic players dominate jewellery landscape
Offline retail remains dominant in jewellery distribution
Retail e-commerce drives growth in jewellery sales
Omnichannel strategies shape jewellery retail
Personal Accessories in Sweden - Industry Overview
Lifestyle shifts and recovery in travel help drive positive current value growth
Travel recovery helps drive personal accessories growth
Watches most dynamic, bags and luggage also seeing strong growth
Affordable luxury resale gains traction in Stockholm
Luxury resale gains traction among younger consumers
Connected watches drive growth with health and wellness focus
Sustainability and technology integration shape future trends
Fragmented market with polarisation between luxury and budget segments
No significant mergers or acquisitions in 2025
Market polarisation deepens, favouring budget and luxury
In-store retail leads distribution with strong specialist chains
E-commerce grows with rise of resale and omnichannel retail
Online resale platforms capitalise on demand for luxury goods
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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