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

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

Overview of the Sapphire 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 sapphire consumer market in Vietnam. As a reference data to roughly grasp the domestic sapphire 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 Sales channels 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 Sapphire Jewelry in Vietnam

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

Keyword

Đá sapphire: Sapphire gemstone 

Xanh sapphire: Sapphire blue

Blue sapphire

Lam ngọc: Blue gemstone

Đá lam ngọc: Blue Sapphire gemstone

Keyword explanation

Đá sapphire: This term refers to gemstones from the Sapphire family, known for their hardness and range of colors, often used in jewelry.

Xanh sapphire: This term describes the deep blue color commonly associated with high-quality sapphires.

Blue sapphire: This term emphasizes the blue variant of sapphire, known for its striking, rich blue hue.

Lam ngọc: This term refers to blue-colored gemstones, often sapphires, prized for their intense color.

Đá lam ngọc: This term denotes a sapphire gemstone that exhibits a vivid blue color, considered highly valuable in 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 Sapphire: Keywords that include specific colors of Sapphire, such as “trắng” (white), “đen” (black), “xanh” (blue), “vàng” (yellow), “xanh lá cây” (green). 
2. Types of Sapphire jewelry: Keywords that include “dây chuyền đá sapphire” (sapphire necklace) and “vòng ngọc lam” (turquoise necklace)
3. Types of Sapphire: Keywords that include different types of Sapphire, such as “đá sapphire tự nhiên” (natural sapphire stone), “đá sapphire nhân tạo” (synthetic sapphire stone), “sapphire sao xanh” (blue star sapphire), and “đá sapphire sao đen” (black star sapphire). 
4. Price of Sapphire: Keywords that include “giá” (price)
5. Sapphire meanings: Keywords that include “công dụng” (use), “ý nghĩa” (meaning), and “tác dụng” (benefits).

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 blue sapphires consistently rank high in search volume. This indicates a strong consumer preference for blue sapphires, making it a key focus for jewelers and retailers.
• Consumers are actively searching for information on specific sapphire jewelry types, such as bracelets and necklaces. Additionally, there’s a significant interest in understanding the pricing of sapphires, particularly for specific types like turquoise.
• The high search volume for keywords related to the meanings and properties of sapphires suggests a growing interest in the spiritual and symbolic aspects of gemstones. This trend can be leveraged by jewelers to create emotionally resonant marketing campaigns.

Brands with high brand awareness through search keywords

Below is the searched brand name, the number of related keywords, and the total monthly search volume: PNJ is the only brand searched for Sapphire jewelry. This indicates a strong presence of PNJ in the Vietnamese market and PNJ is a well-known brand for sapphire jewelry in Vietnam, potentially influencing consumer choices.

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.

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 3 companies are included:

• Hadosa 
• Glamira 
• Trang Suc Da Quy 

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

The key visual on the Hadosa Sapphire Ring (3.5mm, Silver 925) landing page is centered around highlighting the intricate details of the sapphire ring. The product is presented through high-resolution close-up images that emphasize the sparkle of the sapphire gemstone and the polished finish of the silver band. The clean, minimal background helps to draw attention to the ring, allowing the craftsmanship and elegance of the design to be the focal point. This simple yet effective visual strategy conveys a sense of luxury and quality, reinforcing the ring’s premium positioning.

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 Introduction

The product introduction on the Hadosa Sapphire Ring (3.5mm, Silver 925) landing page offers a clear, concise description of the ring, focusing on its key features, including the size of the sapphire, the 925 silver band, and the elegance of the design. It highlights the ring’s appeal to customers looking for high-quality, timeless jewelry. The language is straightforward, catering to shoppers who prioritize luxury and quality in gemstone products.

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). 

Simplified UX diagram from the relevant page on Hadosa site

The landing page supports a clear progression from product discovery to checkout, minimizing distractions and offering a fluid navigation experience. The inclusion of multiple product categories and a smooth checkout process helps ensure customer engagement while maintaining simplicity.

Glamira’s Digital Communication Strategy

What is Glamira?

Glamira is a premier jewelry brand renowned for its commitment to personalized luxury and exceptional craftsmanship. Offering a wide range of customizable jewelry pieces, including rings, necklaces, and bracelets, Glamira caters to discerning customers seeking unique designs that reflect their personal stories and milestones. With a focus on quality materials and intricate details, Glamira aims to create lasting treasures that celebrate individual expression and style.

Landing page used by Glamira for advertising

The landing page that Glamira uses for advertising is as follows:

First View 

The page features high-quality images of elegant sapphire necklaces displayed in a professional and polished setting. The use of clean backgrounds, sophisticated lightning, and detailed close-ups of the necklaces creates a luxurious and high-end appeal, aligning with Glamira’s premium brand positioning. The visuals are designed to attract customers who value sophistication, elegance, and high-quality gemstones.

Global Menu 

The menu uses short and easily understandable labels like Nhẫn (Rings), Dây Chuyền (Necklaces), Bông Tai (Earrings), Vòng Tay (Bracelets), and more. This makes it straightforward for users to find the product category they are interested in.It also includes options like Thêm Trang Sức Khác (Other Jewelry), Của Nam (Men’s Jewelry), Của Trẻ Em (Children’s Jewelry), and Đá Quý & Kim Loại (Gemstones & Metals). This broadens the range of products, catering to different customer segments  The horizontal layout allows users to quickly scan through different categories, improving their experience by minimizing time spent searching for specific products This global menu enhances the user experience by offering clear, organized navigation options that support both product discovery and direct purchases. The simple design and logical structure minimize friction and help guide users to their desired product pages efficiently.

Product Introduction

The product introduction on the Glamira page effectively showcases the pendant with high-quality images and customizable options, allowing users to personalize the piece with choices such as alloy material and sapphire. The detailed description highlights the craftsmanship and materials and the layout ensures that users can quickly understand and engage with the product, making it appealing for luxury buyers. 

Web User Goals

The CTA is prominently placed, with the ‘Add to Cart’ button standing out in bold colors next to customization options, streamlining the purchase process. Overall, the user experience is smooth, guiding customers from product exploration to purchase with minimal friction.

Simplified UX diagram from the relevant page on Glamira’s site

The landing page facilitates an easy journey from product exploration to purchase, reducing unnecessary elements and providing a seamless navigation experience. With various product categories readily accessible and an efficient checkout system, the design encourages user engagement while keeping the process straightforward and intuitive.

Trang Suc Da Quy‘s Digital Communication Strategy

About Trang Suc Da Quy 

Trang Suc Da Quy specializes in high-quality jade and gemstone jewelry, drawing inspiration from traditional craftsmanship and cultural significance. The brand is dedicated to offering beautiful and affordable pieces, making fine jewelry accessible to a broader audience. With a focus on authenticity and natural beauty, Trang Suc Da Quy aims to connect customers with the rich heritage of jade and other gemstones, creating meaningful jewelry that resonates with both personal and cultural values.

Landing page used by Trang Suc Da Quy for advertising

The key visual centers around high-resolution images of different sapphire colours stones. The gemstone is displayed in a way that emphasizes craftsmanship and elegance, appealing to a high-end audience. This visual emphasis on the product helps build a connection between the user and the quality of the items offered.

The layout is clean and minimalistic, with a focus on usability. The products are neatly arranged in a grid, making it easy for visitors to browse through various items. Each product is accompanied by a clear image, name, and price, allowing users to quickly identify products that match their preferences.

Global Menu 

The global menu prominently features key product categories such asTrang Sức (Jewelry), Đá Quý (Gemstones), Trang Sức Mệnh (Fate Jewelry), Vật Phẩm Phong Thủy (Feng Shui Items), Spa – Sức Khỏe (Spa & Health), Khuyến Mãi (Promotions), Blog – Tin Tức (Blog & News), and Liên Hệ (Contact). Each category is clearly labeled, making it easy for users to navigate and find the products or information they are seeking.

Links or icons for contact information and customer support are included on the right page, represented by a phone icon, email address, or other contact page link.

Product Introduction

The page emphasizes the natural beauty and uniqueness of the blue sapphire stone. The description highlights its origins, appealing to customers interested in authentic, high-quality gemstones. It also includes key details such as the stone’s size, shape, and color, which helps build trust and confidence in the product. The language used is elegant, aiming to resonate with customers who value luxury and exclusivity in their jewelry.

Web User Goals 

The CTA is clear and prominent, encouraging immediate purchase with an “Add to Cart” button displayed alongside the product details. There is also an option to inquire further, which provides a personalized touch for potential buyers needing more information before committing to the purchase. The layout ensures easy access to essential information while maintaining a sense of urgency, helping guide users through the purchasing process smoothly.

Simplified UX diagram from the relevant page on the Trang Suc Da Quy site

The landing page ensures a smooth transition from browsing products to completing a purchase, minimizing interruptions and offering a user-friendly navigation flow. Featuring diverse product categories and a streamlined checkout experience, it keeps customers engaged while maintaining clarity and ease of use throughout the process.

Summary on Hadosa, Glamira, and Trang Suc Da Quy Landing Pages

Hadosa:

Hadosa focuses on offering authentic sapphire jewelry while also incorporating sapphire pieces in their product range. Their landing page emphasizes the cultural significance and spiritual properties associated with sapphire. Hadosa’s pricing strategy is positioned to attract middle to upper-middle-class consumers, providing a competitive alternative to higher-priced luxury brands. Their lower pricing for similar products compared to Glamira encourages customers to invest in unique jewelry pieces that hold personal significance without a hefty financial commitment.

Glamira:

Glamira specializes in luxury jewelry, particularly emphasizing sapphire products. The landing page showcases an elegant and modern design, conveying a sense of luxury and exclusivity. With a focus on high-end craftsmanship and customization, Glamira targets affluent customers looking for premium jewelry. Their pricing reflects the luxury positioning, making it appealing to a clientele that values quality and exclusivity. While they offer a wide range of sapphire jewelry, the higher prices reinforce the brand’s premium image and the expectation of exceptional craftsmanship.

Trang Suc Da Quy:

Trang Suc Da Quy highlights a variety of natural gemstones and decorative items, focusing specifically on gemstones rather than finished jewelry pieces. The landing page emphasizes the authenticity and spiritual significance of their products. Since they sell raw gemstones, their pricing is generally lower compared to the craftsmanship involved in creating finished jewelry. This pricing structure targets customers interested in the intrinsic value of gemstones, allowing them to purchase quality stones at accessible prices, although the lack of crafted jewelry options may limit appeal for those seeking ready-to-wear items.

Pricing Impact on User Behavior and Target Audience

The pricing strategies across these brands significantly impact user behavior and target audience engagement:

Affordability vs. Luxury: Hadosa and Trang Suc Da Quy employ pricing strategies that cater to middle-class customers, promoting accessibility while maintaining a sense of value. This approach encourages a broader audience to explore their offerings without feeling excluded due to high prices. In contrast, Glamira’s luxury pricing targets affluent consumers who seek exclusivity and high-quality craftsmanship, reinforcing the brand’s premium image.

Perceived Value: The pricing not only reflects the quality of the products but also shapes customer perceptions of the brand. Higher pricing can enhance the perceived value of a product, making it more desirable for customers who associate price with quality and exclusivity. This is particularly relevant for Glamira, where luxury pricing aligns with the expectation of exceptional quality.

Encouraging Exploration: Competitive pricing and a wide range of products at Hadosa and Trang Suc Da Quy motivate customers to browse through different categories, increasing the likelihood of impulse purchases. In contrast, Glamira’s focused luxury approach may lead to more deliberate purchasing decisions, as customers often research high-value items before buying.

Niche Demand

Trang Suc Da Quy:

Niche Demand: Primarily caters to the affordable gemstone jewelry market.

Potential: This broader niche has high demand but also faces stiff competition from other brands offering similar pricing. Differentiation in quality and design is crucial.

Glamira:

Niche Demand: Specializes in custom jewelry, catering to consumers looking for personalized, unique pieces.

Potential: The growing demand for personalized jewelry offers Glamira a significant advantage in capturing the interest of consumers seeking individual expression through their jewelry.

Hadosa:

Niche Demand: Focuses on high-quality gemstone jewelry, particularly sapphires, appealing to consumers with an interest in luxury products.

Potential: The niche for premium gemstones is expanding, particularly among those interested in the value of natural stones, allowing Hadosa to maintain a strong market position.

Valuable Customer Features

Trang Suc Da Quy:

Features: Wide variety of affordable products and user-friendly navigation.

Value Proposition: This makes the shopping experience accessible and encourages exploration among first-time buyers or younger consumers.

Glamira:

Features: Extensive customization options, detailed product descriptions, and high-quality visuals.

Value Proposition: These features enhance user experience, allowing customers to create personalized items that reflect their individual tastes, leading to increased satisfaction.

Hadosa:

Features: Emphasizes high-quality craftsmanship, elegant designs, and clear product information.

Value Proposition: This focus appeals to customers who prioritize quality and exclusivity, enhancing the perceived value of their purchases.

Summary

In summary, Trang Suc Da Quy focuses on affordability to attract a broad audience but faces challenges in establishing a premium brand identity. Glamira offers customizable, mid to high-priced jewelry, appealing to those seeking uniqueness and fostering customer loyalty. Hadosa targets the luxury market with high-quality gemstones, positioning itself as a premium brand that appeals to discerning customers. Each brand employs distinct pricing strategies and features to cater to their target audience and meet niche demands effectively.