In this article, we will discuss the market size of emerald jewelry consumed in Vietnam, the market size of each segment within the jewelry industry, the search trends based on keywords related to emerald jewelry in Google search, and three companies that appear to be actively engaged in marketing emerald jewelry online. We will also present the findings from our research on each company’s web communication strategy. The research was conducted in September 2024.

Vietnam’s Emerald Jewelry Market Overview 

There is currently no specific data available on the emerald consumer market in Vietnam. However, the overall jewelry market consumption data for Vietnam is provided below.

Overview of the Emerald Jewelry Market in Vietnam

The jewelry market in Vietnam has seen considerable growth over the past 10 years, despite a notable decline of around 13% during 2019-2020 due to the COVID-19 pandemic. Annual market revenues rose from $0.82 billion to $1.02 billion in 2014-2023, representing an estimated 25% increase. This expansion is primarily driven by rising disposable incomes, rapid urbanization, and shifting consumer preferences. According to Statista, the market size continues to grow steadily, reaching $1.13 billion in 2025 and $1.19 billion by 2026.

Average price and monthly search volume for Gemstone jewelry 

There is no data on the emerald consumer market in Vietnam. As a reference data to roughly grasp the domestic emerald consumer market in Vietnam, the average price and monthly search volume on Google search engine for each type of gemstone are listed below.

Vietnam’s Jewelry Market Segments

Vietnam’s jewelry segmentation by Luxuriousness

Luxury jewelry, defined by its use of high-quality materials, exceptional craftsmanship, and exclusive designs, often caters to affluent consumers seeking high-end, premium products. Meanwhile, non-luxury jewelry offers more affordable options for the broader market due to more affordable materials, simpler designs, and mass production. From 2013 to 2026, two segments have shown consistent growth. The luxury jewelry market size expanded from $90 million in 2013 to a projected $210 million by 2026, while the non-luxury jewelry market grew from $670 million in 2013 to an expected $980 million by 2026. This growth reflects rising consumer demand for both high-end and affordable jewelry options in Vietnam. 

Segmentation by Luxuriousness market data

Vietnam’s jewelry segmentation by Sales Channels 

In the Vietnam jewelry market, online sales refer to transactions made through e-commerce platforms, company websites, and social media channels, allowing consumers to purchase jewelry from the comfort of their homes. Offline sales occur in traditional brick-and-mortar stores, where customers can physically examine jewelry before making a purchase.

Although data is missing during 2015-2016, there is clearly an upward trend among Vietnamese consumers to purchase jewelry via online channels. Between 2017 and 2026, online sales have steadily increased from 2.5% to a forecasted 16.7%, reaching $199 million by 2026. Meanwhile, offline channels remain dominant, though their share is forecasted to decrease from 97.6% in 2017 to 83.3%, totaling $991 million in 2026. 

Segmentation by Sales channels market data

Search Trends for Emerald Jewelry in Vietnam

In this section, we analyze the search trends for the following keywords

Keyword

Ngọc lục bảo: Emerald 

Bích ngọc: Emerald 

Keyword explanation

“Ngọc lục bảo” or “Bích ngọc” both refer to emerald, a precious gemstone known for its vibrant green color. The word “ngọc” emphasizes the rich green hue of emerald gemstone. Emeralds are typically valued for their rich hue and are associated with luxury and high-end jewelry.

Top 50 monthly keywords searched

Based on the keywords above, this list also includes keywords that Google has determined to be related. 

Overall keyword trends, including related keywords

The keywords being searched are categorized as follows:

1. Colors of Emerald: Keywords that include colors, such as “đỏ” (red), “xanh dương” (blue), “xanh ngọc” (green), and “vàng” (yellow) 
2. Types of Emerald jewelry: Keywords that include “vòng tay” (bracelet), and “vòng cổ” (necklace)
3. Celebrity and brand references: Keywords that include celebrities, such as “Angelina Jolie”, and “Harry Winston” or jewelry brands, such as “PNJ”, “SJC”, and “Tiffany”
4. Price of Emerald: Keywords that include “giá” (price)
5. Materials of Emerald jewelry: Keywords that include specific materials paired with emerald in the jewelry, such as “gold”, “silver”, “kim cương” (diamond), and “platinum”

Each keyword category’s number of keywords, total monthly search, top 3 most searched keywords in each category and their monthly search volume are as follows: 

Key points:

• The Color of Emerald category leads with 7,650 monthly searches, underscoring the appeal of emerald’s vibrant green hues. Keywords like “xanh lục bảo” and “màu xanh ngọc lục bảo” reflect the high value placed on color, indicating that green tones are a primary attraction for Vietnamese emerald buyers.

• The Types of Emerald Jewelry category shows strong interest, totaling 1,320 searches monthly, especially for bracelets (“vòng tay ngọc lục bảo”) and rings (“emerald ring”). This trend highlights consumer enthusiasm for diverse jewelry styles, with bracelets and rings particularly favored among Vietnamese shoppers looking for emerald pieces.

• The Celebrity and Brand References category, with 2,000 searches monthly, reveals the importance of brand reputation and celebrity influence. Searches for terms like “ngọc lục bảo pnj” and “ngọc lục bảo doji” suggest that Vietnamese consumers are highly influenced by popular brands and well-known figures when choosing emerald jewelry.

Brands with high brand awareness through search keywords

Below are the searched brand names, the number of related keywords, and the total monthly search volume:

About PNJ

PNJ (Phu Nhuan Jewelry Joint Stock Company) is a leading jewelry brand in Vietnam, known for its extensive range of high-quality jewelry products, including gold, silver, and gemstone items. Founded in 1988, PNJ is recognized for its craftsmanship and innovation, offering collections that blend traditional Vietnamese aesthetics with contemporary design. With a strong retail presence across Vietnam, PNJ has built a trusted reputation and is a major player in both the domestic and international jewelry markets.

About Doji

Doji Jewelry Group, established in 1994, is one of Vietnam’s prominent jewelry brands, specializing in diamonds, gemstones, and gold jewelry. Known for its high-quality standards and luxury offerings, Doji caters to a broad clientele seeking premium jewelry. The brand emphasizes meticulous craftsmanship and innovative designs, which has helped it grow rapidly in the Vietnamese market. Doji also engages in mining and gemstone trading, making it a fully integrated player in the gemstone and jewelry industry.

About SJC

SJC (Saigon Jewelry Company Limited) is a well-established Vietnamese brand primarily known for gold trading and bullion production. Founded in 1988, SJC has become a household name in Vietnam, trusted for its quality and purity of gold products. In addition to bullion, SJC also offers jewelry collections, balancing traditional designs with modern trends. SJC’s gold bars are widely recognized and preferred by investors in Vietnam, further enhancing its market influence.

Digital communication strategies of major web players

Definition and target of major web players

Here, major web players are companies that rank highly on Google and thus effectively direct users to their own websites.

The target companies are the following three companies.

• GLAMIRA
• Trang Suc Em Va Toi
• IRuby

GLAMIRA’s digital communication strategy

What is GLAMIRA? 

GLAMIRA is a jewelry brand focused on designs that offer freedom of personalization. With a strong team of 650 people and a worldwide e-commerce infrastructure, GLAMIRA manages all processes from design to the final stage of production with a boutique approach. Operating in 76 countries and having offices in 9 of them—including Germany, Switzerland, the USA, England, Norway, Australia, Bulgaria, the Netherlands, and Turkey—GLAMIRA’s major growth strategy is to expand its product range.

Pages where GLAMIRA uses advertising

GLAMIRA operates a website, but it is currently not set up for Google Ads.

First view

The key visual of the homepage showcases elegant, high-end jewelry worn by models, emphasizing sophistication and luxury. It highlights a 10% discount on products priced over 20 million Vietnamese dong. Key benefits include customizable jewelry options, a 60-day return policy, reliable delivery services, and dedicated customer support.

Global menu

The global menu is organized into various jewelry categories, including sections for engagement and wedding rings, as well as specific items like rings, necklaces, earrings, and bracelets. It also features categories for men’s and children’s jewelry, and gemstone collections. The clear dropdown options help users easily find what they are looking for.

Product introduction

The product page showcases an extensive selection of emerald jewelry, including rings, earrings, bracelets, and necklaces. It offers comprehensive details about emeralds and customization options to tailor the jewelry to personal tastes. The FAQ section is also available to address any potential questions, facilitating a smoother decision-making process. Additionally, the page includes e-commerce functionalities such as a shopping cart, account options, and payment method icons at the bottom, clearly indicating that users can make purchases directly on the site.

Web user’s goal

Main CTAs include “Design Your Own Unique Jewelry,” “Learn More,” and “Follow Us on Instagram.” These calls to action promote customer engagement, encourage product exploration, and foster a connection with the brand.

Customers can also reach out by clicking the message button and sign up for the email newsletter. The contact CTA is displayed at the bottom of the page, guiding users to submit their contact information and messages.

Simplified UX diagram from the relevant page on the GLAMIRA site

The user can select their desired emerald jewelry product on the landing page, customize the details, add it to their cart, and proceed to payment.

Trang Suc Em Va Toi’s digital communication strategy

What is Trang Suc Em Va Toi? 

Trang Suc Em Va Toi was established in 2013. The company boasts a team of design experts with master’s degrees in Gemology, as well as a national team of artisans skilled in crafting jewelry. They receive ongoing training and stay updated with advanced technologies, utilizing modern equipment. The company aims to introduce products that have high cultural value, combining traditional elements with international jewelry trends

Pages where Trang Suc Em Va Toi uses advertising

Trang Suc Em Va Toi operates a website, but it is currently not set up for Google Ads.

First view

The key visual of this homepage features a luxurious, elegant style centered on high-end jewelry, with sapphire jewelry products prominently highlighted. Below the product images, there is a tagline that emphasizes the theme of love and special gift-giving. Additionally, there is a promotion period mentioned that is outdated, indicating that the banner has not been updated recently. Below the banner, product categories such as “New Products” and “Discounted Products” are displayed, all featuring high-end jewelry.

Global menu

The global menu is organized into categories catering to various jewelry needs. It features sections for men’s and women’s jewelry, silver jewelry, religious jewelry, natural gemstones, and accessories like rings and bracelets. The menu also includes categories for engagement and wedding rings, as well as feng shui stones.

Product introduction

The product page provides an introduction to emeralds, including their meaning and health benefits. It showcases a wide range of emerald jewelry, such as necklaces, rings, and loose stones, with clear images, price tags, and detailed descriptions. From a business perspective, the page effectively promotes products with multiple purchase options, related items, and quality certifications, enhancing trust and simplifying the buying process.

Web user’s goal

On the product line page, the availability of the hotline is displayed. Customers can also chat directly with customer service by clicking the Messenger button on the right-hand side of the webpage. At the end of the page, the opening hours and store addresses are displayed. Customers can also sign up for email newsletters.

Simplified UX diagram from the relevant page on the Trang Suc Em Va Toi site

The user can select their desired emerald jewelry product on the landing page, fill out a confirmation form that includes delivery and payment methods, or call the hotline to make a purchase.

IRuby’s digital communication strategy

What is IRuby? 

With over 10 years of experience, IRUBY excels in creating 3D designs for jewelry products. Currently, IRUBY is a member of several prestigious gem associations, including the Hanoi Gem Association and the Vietnam Gem Association. The company has also participated in numerous international gem exhibitions, both abroad and in Vietnam

Pages where IRuby uses advertising

IRuby operates a website, but it is currently not set up for Google Ads.

First view

The key visual highlights a businessman wearing a suit, working on a laptop, showcasing a bold red gemstone ring. The text “Đá Quý Doanh Nhân” (translated as “Businessman’s Gemstones”) emphasizes the theme of luxury and professionalism, appealing to business professionals. Below, jewelry categories like rings, earrings, and necklaces are displayed with icons. The design is visually appealing, clear, and well-tailored to a target audience interested in luxury jewelry. However, the icons at the bottom for different jewelry categories are small and somewhat understated.

Global menu

The global menu of the website appears to be organized according to several key categories that likely reflect the site’s offerings and content focus, which are: Giới Thiệu (Introduction), Trang Sức (Jewelry), Đá Quý (Gemstones), Phong Thủy (Feng Shui),… The global menu has several issues that affect its usability, such as a lack of clear product categories, inconsistent focus between product and informational content, and the absence of standard e-commerce navigation.

Product introduction

The webpage features a collection of emerald gemstones (“Ngọc Lục Bảo”), showcasing various sizes and price ranges of high-quality emeralds. It provides detailed descriptions, including emerald colors (vivid green, bluish-green), carat sizes, and pricing information. The page highlights the natural properties of emeralds, their geological origins, and their importance in jewelry and spiritual significance. Users can browse emeralds by element, color, popularity, and price.

Web user’s goal

They don’t have a CTA to collect customer information on the page, but they do include their contact details on the product pages for any inquiries.

Simplified UX diagram from the relevant page on the IRuby site

The user can select their desired emerald jewelry product on the landing page and click the CTA ‘Purchase Now,’ which takes them to a new page where they can fill out a form that includes personal information such as their name, mobile phone number, desired type of jewelry products, and financial range to receive consultation from the company.

Summary

Since the three companies analyzed do not currently run Google Ads for their websites, it can be assumed that digital marketing in the emerald jewelry industry is not highly competitive.

Although all three companies offer e-commerce functionalities and call-to-action buttons, their websites are not highly optimized. They often present an overload of information, which makes it difficult for users to navigate and find products according to their needs.

Among the three companies, GLAMIRA’s website is the most visually appealing and modern. However, it also suffers from information overload, which can complicate the consumer journey and potentially deter purchase opportunities.

Since these websites do not optimize user experience effectively, companies may not focus on encouraging online purchases. Instead, the goal of digital communication in this industry is to direct users to physical stores or prompt them to make phone calls. Additionally, there is a possibility that providing too much information may be necessary to highlight their expertise in the field.