In this article, we will discuss the market size of jade jewelry consumed in Vietnam, the market size of each segment within the jewelry industry, the search trends based on keywords related to jade jewelry in Google search, and three companies that appear to be actively engaged in marketing jade 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 Jade Jewelry Market Overview 

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

Overview of the Jade 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 jade consumer market in Vietnam. As a reference data to roughly grasp the domestic jade consumer market in Vietnam, the average price and monthly search volume on Google search engine for each type of gemstone are listed below.

Jewelry Market in Vietnam by segmentations

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 Jade Jewelry in Vietnam

Keyword

Cẩm thạch: Jade 

Vòng cẩm thạch: Jade bracelet

Ngọc cẩm thạch: Jadeite

Vòng đá cẩm thạch: Jade bracelet 

Nhẫn cẩm thạch: Jade ring

Ngọc bích: Nephrite 

Keyword explanation

“Cẩm thạch”: This term refers to jade in general, a highly valued gemstone for their beauty, durability, and cultural significance. Jade symbolizes purity, protection, and harmony and is a precious gemstone known for its vibrant green color. 

“Vòng cẩm thạch” and “Vòng đá cẩm thạch”: This phrase refers specifically to bracelets crafted from jade. These are commonly worn as jewelry, symbolizing good fortune and protection.

“Nhẫn cẩm thạch”: This term refers to rings made of jade, which are often valued for their color and symbolic meanings of harmony and protection.

“Ngọc cẩm thạch” and “Ngọc bích”: They are two types of jade. “Ngọc cẩm thạch” or Jadeite is rarer and typically more vibrant in color, often seen in rich greens, lavender, white, and even reds and blues. “Ngọc bích” or Nephrite, meanwhile, is generally found in green, cream, or white tones, with a softer appearance.

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. Types of Jade jewelry: Keywords that include “vòng” (bracelet), “nhẫn” (ring), and “mặt” (pendant).
2. Colors of jade: Keywords that include colors, such as “trắng” (white), “xanh” (green), “đỏ” (red), “đen” (black), “hồng” (pink).
3. Combination with other materials: Keywords that describe the combination with other materials, such as “vàng” (gold), and “silver”.
4. Jewelry brands: Keywords that include brand names, such as “PNJ”, “Trần Gia”, and “SJC”. 
5. Price of Jade jewelry: Keywords that include “giá” (price)

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:

• Keywords related to types of jade jewelry, such as “vòng cẩm thạch” and “vòng ngọc bích,” have the highest total monthly search volume at 29,700. This suggests a significant interest in specific jade jewelry items, particularly bracelets.
• Searches related to jade colors, especially “xanh ngoc bich” (jade green), rank second in volume, with a total of 16,180 monthly searches. This indicates that consumers are specifically interested in color variations, with green shades of jade being particularly popular.
• Keywords concerning specific brands like PNJ and pricing information receive substantial search volumes (7,360 and 3,350 monthly searches, respectively). This points to a consumer interest in trusted brands and price transparency when shopping for jade 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 Trần Gia

Trần Gia is a Vietnamese brand specializing in jade jewelry, renowned for its focus on authenticity and the natural beauty of jade stones. Known for offering a variety of jade products, including bracelets, rings, and pendants, Trần Gia emphasizes high-quality craftsmanship and the cultural significance of jade in Vietnamese tradition. The brand is especially recognized for its use of natural, untreated jade, attracting customers who seek genuine, certified pieces. Trần Gia’s collections often cater to individuals interested in jade’s reputed spiritual and wellness benefits, making it a popular choice for personal and meaningful jewelry.

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 

We will analyze three companies that are considered to be actively marketing on the web, and their digital communications (UX: user experience and web marketing goals).

Definition and targeting of major web players

Here, major web players are defined as companies that deliver advertising through Google and actively direct users to their own websites. 

The following 4 companies are included:

• Hadosa
• Ngoc Tham Jewelry
• Vua Da Quy TTGEMSTONE
• Ame Jewellery 

Hadosa’s Digital Communication Strategy 

What is Hadosa?

Hadosa was established in 2020 and it’s a premium feng shui jewelry store not only to honor the beauty and allure of jewelry but also to provide the wearer with a precious item, a talisman to protect themselves against harmful elements. It helps the wearer always feel confident to overcome any challenge.

With top-quality products, a professional sales team, excellent service, and reasonable prices, Hadosa is sure to gain increasing trust and high regard from partners and customers alike.

Page used for advertising by Hadosa 

The landing page that Hadosa used for advertising is as follows:

First view

At first, the layout is clean and straightforward, with the Hadosa logo and main navigation menu prominently placed at the top. This makes it easy for users to explore different categories such as precious stones, feng shui stones, and more.

The product page provides user ratings (stars) beneath each product, which can influence purchase decisions by indicating popular items.There are clear options to either “Buy Now” or “Add to Cart,” which streamlines the purchasing process. The page also highlights promotional offers with the visible discount percentages, which is likely to entice users to take advantage of the deals.

Global Menu

The global menu is horizontally aligned at the top of the page, providing easy access to the main categories: “Đá Quý” (Precious Stones), “Đá Phong Thủy” (Feng Shui Stones), “Bạc Thái” (Thai Silver), “Mỹ Nghệ” (Handicrafts), and “Vật Phẩm Phong Thủy” (Feng Shui Items). This categorization is intuitive and helps users quickly find the specific type of product they are interested in.

The presence of drop-down menus (indicated by the arrows) allows for a more detailed exploration of subcategories, enhancing the depth of navigation without overwhelming the user with too many options at once. In this case, Jade (Gemstone) is located under “Đá Quý” (Precious Stones), users will be able to find different types of Jade specialized jewelry types on their menu. 

Product Lineup Page 

The current landing page effectively serves as a product lineup page, displaying various jade bangles. Users can sort by different criteria (e.g., price, popularity). 

Users can then select a specific item from the lineup, leading to a more detailed product page. 

Product Introduction

This page provides detailed information about the jade bracelet, including its design, craftsmanship, and significance. This helps potential buyers understand the value and uniqueness of the product.This page also emphasizes the authenticity of the jade and the skill involved in crafting the bracelet. This helps build trust with potential customers by assuring them of the product’s quality.

• Authenticity Assurance: Emphasizing the genuine quality of the jade and the craftsmanship behind the bracelet to build confidence in the product.
• Detailed Descriptions: Providing comprehensive information about the bracelet’s characteristics and care instructions to ensure customers feel informed and reassured about their purchase.

Web User Goals 

After adding a product to the cart, the user can proceed directly to checkout. The website supports a streamlined checkout process with multiple payment options. This flow is efficient for users with high purchase intent. The design is straightforward, with clear pathways to add items to the cart and check out. (Ad LP => Product Lineup Page => Product Page => Cart Page => Checkout). 

This landing page is designed for B2C transactions, where Hadosa is selling Jade jewelry directly to individual customers, with the goal of making the purchasing process quick and easy.

Simplified UX diagram from the relevant page on Hadosa site

The landing page is well-designed for users looking for specific jade bracelets. The process is straightforward, allowing customers with clear pathways to add items to the cart and check out. 

NGOC THAM Jewelry ‘s Digital Communication Strategy

About Ngoc Tham Jewelry 

Founded in 1989, Ngọc Thẩm Jewelry (NTJ) began its journey in building a specialized jewelry brand in the fields of gold, gemstones, and diamonds. After more than 30 years, NTJ has become one of the leading and most prestigious brands in the jewelry industry in Vietnam.

The page aims to encourage users to explore and engage with various jade jewelry products. It clearly intends to drive sales by presenting a wide variety of jewelry items with their respective prices, enticing users to proceed to the product pages for detailed information or direct purchase. Furthermore, the hero image at the top displays a high-quality visual of a jade bracelet, immediately setting the tone for luxury and exclusivity. Below the hero image, a grid layout is used to showcase a variety of jade products with clear images, prices, and brief descriptions. The page layout prioritizes visual appeal, with product images taking up significant space to emphasize quality and craftsmanship.

Landing page used by Ngoc Tham Jewelry for advertising

The landing page that Ngoc Tham Jewelry uses for advertising is as follows:

First View 

The page aims to encourage users to explore and engage with various jade jewelry products. It clearly intends to drive sales by presenting a wide variety of jewelry items with their respective prices, enticing users to proceed to the product pages for detailed information or direct purchase. Furthermore, the hero image at the top displays a high-quality visual of a jade bracelet, immediately setting the tone for luxury and exclusivity. Below the hero image, a grid layout is used to showcase a variety of jade products with clear images, prices, and brief descriptions. The page layout prioritizes visual appeal, with product images taking up significant space to emphasize quality and craftsmanship.

Global Menu 

The global menu is well-organized from the following order: “Trang chủ” (Home), “Về Ngọc Thẩm” (About Ngọc Thẩm), “Bộ Sưu Tập” (Collections), “Dòng Trang Sức” (Jewelry Line), “Loại Sản Phẩm” (Product Type), “Liên Hệ” (Contact). This global menu has a simple, clean navigation structure that aims to guide users through the site efficiently. The menu is functional, provides essential navigation paths, and integrates important tools like search and a wish list for enhancing the customer journey.

Product Introduction

The combination of jade and 18K gold suggests that this is a luxury item, and the page aims to position the bracelet as an exclusive, high-end piece.The bracelet’s design, combining jade with gold, is presented as a key selling point. The page seeks to showcase the beauty, craftsmanship, and elegance of the product through high-quality images and detailed descriptions. Furthermore, it provides clear and comprehensive information about the bracelet’s materials, size, weight, and design to help customers make an informed decision.

Web User Goals

As this is a high-end jewelry, this page lead directly to a prominent nearby stores, “Tìm cửa hàng” (Store locator).

Store name, address and their best contacts are displayed and enable users to contact the store by phone or guide them to visit stores. There are different types of forms to contact the store directly via multiple platforms. 

Simplified UX diagram from the relevant page on Ngoc Tham Jewelry site

The pages used for advertisements are created specifically for that purpose, and from there users can go through the product lineup introduction page, individual product introduction page, and search to find a store or book an appointment online. 

Vua Da Quy TTGEMSTONE‘s Digital Communication Strategy

About Vua Da Quy TTGEMSTONE

Vua Da Quy TTGemstone is a specialized gemstone brand offering a wide range of natural gemstone products, with a focus on jade and other precious stones. The brand emphasizes authenticity and spiritual significance, catering to customers who seek jewelry with both aesthetic appeal and cultural or symbolic value. Vua Da Quy TTGemstone’s offerings include rings, bracelets, necklaces, and customized pieces, appealing to individuals who value personalized, high-quality gemstone jewelry. The brand aims to provide genuine, well-crafted jewelry that blends traditional values with modern design, making it a trusted choice for those seeking meaningful and valuable jewelry.

Landing page used by Vua Da Quy TTGEMSTONE for advertising

The main content area includes text and images that explain the properties, uses, and Feng Shui significance of jade. This section is designed to be informative and engaging, often broken up with subheadings, bullet points, or images to make the content easier to digest.

The layout is likely structured to guide readers through the information logically and clearly. Visual elements such as images of jade, infographics, or diagrams might be used to illustrate points and enhance understanding.

The goals of the page are to educate readers about jade, increase engagement and time spent on the site, build brand authority, indirectly drive traffic to product pages, support SEO efforts, encourage further exploration of the website, and enhance the overall user experience with valuable content.

Global Menu 

This navigation menu designs are rather different than your common menu. Their global menu include “Trang chủ” (Home), “Tin Tức” (Blogs or News), “Giới Thiệu (About us), and “Liên Hệ” (Contact) are placed on the far top right corner. Whereas their dropdowns or sub-menus for different product categories, e.g. “Trang sức” (Jewelry) are well-organized allows users to quickly locate the type of jade products they are interested in. Links or icons for contact information and customer support are included on the right page, represented by a phone icon, email address, or contact page link.

Product Introduction

The primary goal is to showcase and sell the featured jade bracelet. By providing clear purchasing options and product images, the page aims to convert visitors into customers. The page also focuses on the beauty and craftsmanship of the jade bracelet, emphasizing features like its elegance, unique design, and the quality of the jade stone. The page provides details about the product’s materials, design, and origin, helping potential buyers understand the value of the bracelet.

By including keywords related to jade, jewelry, and luxury products, the page is likely optimized for search engines to attract organic traffic from people searching for jade bracelets. 

Web User Goals 

The page includes product details, price and a ‘Buy now’ button to encourage visitors to make a purchase.

The page is designed to provide a smooth and seamless experience from viewing the product to making a purchase, reducing friction in the buying process. 

Simplified UX diagram from the relevant page on the Hai Au site

This flow allows users to explore multiple options before making a decision, which is beneficial for users who may not be sure about what they want. Users could explore the full range of jade products, then navigate to a specific product page, add it to their cart, and check out. 

Ame Jewellery’s Digital Communication Strategy

About Ame Jewellery

Ame Jewellery is a luxury brand known for its exquisite jadeite jade and gemstone collections. They focus on crafting elegant, timeless pieces that highlight the natural beauty and rarity of Burmese jade and other precious stones. With a commitment to authenticity and quality craftsmanship, Ame Jewellery offers sophisticated designs, including jade bangles, rings, earrings, and necklaces. Their products cater to customers who value exclusive, high-end jewelry that carries both aesthetic and investment value.

Landing page used by Ame Jewellery for advertising

This page features high-resolution images of jade pieces, especially showcasing the Burmese Jadeite and Nephrite. These images serve to highlight the color, texture, and craftsmanship of the jade products, reinforcing the quality discussed in the content.

Uses a clean, neutral background to ensure that the focus remains on the jade products and educational visuals. This will allow users to focus on the educational content and images without feeling overwhelmed.

Visuals also include different shades of jade (green, lavender, shite, etc.), emphasizing the diverse range of jade jewelry available and their value. 

Global Menu

The global menu is well-organized from the following order: “Trang chủ” (Home), “Trang sức kim cương” (Diamond Jewelry), “Trang sức ngọc trai (Pearl Jewelry), “Trang sức đá quý (Gemstone Jewelry), “Trang sức vàng (Gold Jewelry), “Trang  sức bạc” (Silver jewelry), “Collection”, “Blog” , “Our Story”, “Liên Hệ” (Contact). This global menu has a simple, clean navigation structure that aims to guide users through the site efficiently. The menu is functional, provides essential navigation paths, and integrates important tools like search and a wish list for enhancing the customer journey.

Product Introduction

Their goal is to sell the specific Burmese Jadeite Jade Bangle. The page highlights the product, including its size, features, and pricing, with a strong emphasis on converting visitors into buyers.

Providing a rich product description keeps users engaged, encouraging them to spend more time on the page and increasing the likelihood of purchase. Information like the size, color, and other key characteristics of the bangle are provided to help buyers make informed decisions. This builds confidence in the product.

The price is displayed clearly, with any application shipping or tax information readily available to avoid confusion. 

Web User Goals 

The “Add to cart” or “Buy Now” buttons are prominently displayed to encourage immediate purchase decisions. The goal is to minimize friction during the checkout process.

A simplified UX diagram from the relevant page on the Ame Jewellery site

Users coming from ads can first learn about jade’s properties and then be directed to specific products on site. Seamless navigation from global menu to checkout page can help users to explore other related products on the site as well as it can guide them to the straightforward checkout process. 

Summary of digital communication strategies of major web players

Summary of Insights and Opportunities for Hadosa, Ame Jewellery, Vua Da Quy TTGemstone, and Ngoc Tham Jewelry:

To stand out in the competitive jade and gemstone jewelry market, these brands need to adopt unique positioning strategies that capitalize on their distinct strengths, the target audience’s preferences, and keyword-based opportunities for demand generation.

Target Audience and Demand Opportunities:

• Audience Segmentation:

High-Net-Worth Clients: For brands like Hadosa and Ngoc Tham Jewelry, targeting affluent customers who value exclusivity, high-quality craftsmanship, and certified authenticity of gemstones, would resonate.

Traditional & Spiritual Buyers: Hadosa, Ngoc Tham Jewelry, and Vua Da Quy TTGemstone could focus on customers interested in the spiritual and cultural significance of jade, particularly in regions like Vietnam and China, where jade is revered for its healing and protective properties.

Gift Buyers & Collectors: Targeting individuals looking for luxury gifts or those who collect rare jade items can help brands like Vua Da Quy TTGemstone create specific campaigns tied to significant events or jade collections.

• Demand and Keyword Opportunities:

Keywords Focused on Authenticity: Emphasizing search terms like “authentic Burmese jade, certified jade, genuine jade bangles” will attract consumers prioritizing real and rare jadeite. Both Hadosa and Ngoc Tham Jewelry could capitalize on this niche.

Cultural Significance Keywords: Targeting keywords like “jade healing properties, feng shui jade, jade protection bracelet” will help brands like Hadosa and Vua Da Quy TTGemstone tap into the demand for jade’s spiritual and cultural values.

Luxury and Custom Jewelry Terms: Phrases such as “custom jade jewelry” or “luxury jade bangles” can help attract niche high-end customers who value personalization, a unique selling point for brands like Ame Jewellery.

Pricing Impact on User Behaviour:

Hadosa: Their prices range are fairly reasonable for different verified jade bracelet, users might feel more inclined to make a purchase directly on the websites. They also have clear pricing, discount and easy checkout processes to encourage the buyers.

Ngoc Tham Jewellry: For this brand, they tend to guide their users to visit physical stores. Users are encourage to visit the store as the products are priced higher and more luxury, exclusive availability. For higher-priced items, customers may prefer to inspect the quality of jade in person, particularly because jade quality can vary greatly.

Vua Da Quy TTGEMSTONE: Their jade quality tend to be on the cheaper side (compare to their competitor), as they have less variety of jade quality (on the higher-end side). Therefore, they would encourage their users to purchase directly online. With clear pricing and seamless checkout process, customer tend to purchase the product online without the further assurance about the quality or material.

Ame Jewellery:  The brand offer a reasonable price for jade products and also provide an authenticity certificates to make the users feel confident  about making an online purchase. Their price range is also fairly similar to Hadosa, where both sites has a seamless checkout processes for users. 

Niche Demand and Valuable Customer Features:

Niche 1: Spirituality & Healing Market – Brands like Hadosa and Vua Da Quy TTGemstone can expand into niches focused on the spiritual properties of jade, positioning jade as a stone of healing and protection.

Niche 2: Luxury Collectors – Ame Jewellery and Ngoc Tham Jewelry can emphasize the rarity and investment potential of jadeite, attracting collectors and buyers seeking exclusive, high-value pieces. Creating limited edition collections or partnerships with artisans to produce one-of-a-kind pieces could add to the brand’s exclusivity.

Niche 3: Custom Jewelry Enthusiasts – For Ame Jewellery and potentially  Vua Da Quy TTGemstone, targeting buyers who seek personalized designs—whether for engagement, family heritage, or personal milestones—would resonate with customers looking for more than just off-the-shelf products.

Conclusion

The competitive jade jewelry market offers several opportunities for these brands to stand out by adopting unique strategies. Ngoc Tham Jewelry can focus on its luxury positioning, while Hadosa and Vua Da Quy TTGemstone could explore the spiritual and cultural significance of jade. Ame Jewellery has a strong opportunity in customization, appealing to personalized jewelry buyers. Through clear messaging, focused on authenticity, craftsmanship, and spiritual meaning, these brands can leverage keyword opportunities and cater to niche markets effectively.