Over half of the world’s fashion jewelry comes from Yiwu, and we received many custom jewelry inquiries every year.

yiwu market jewelry

Today, we’ll explore 5 successful small jewelry brands, all with suppliers from Yiwu. The jewelry business may seem lightweighted, many still made some deadly mistakes. I’ve outlined these at the end of the article.

Chunks

Chunks is a brand specializing in creative hair accessories, offering eco-friendly acetate clips, hair claws, and headbands. These products are simple to produce and cost-effective. The secret to Chunks’ success lies in their unique, independent designs and close collaboration with Chinese suppliers. Priced at an average of $20 per product.
The founder is Korean. Pictured below is her visit to suppliers in Jinhua (near Yiwu), China.

Chunks founder and her products

Brianna Cannon

Brianna Cannon tapped into the niche market of sports-themed jewelry, especially with NCAA and NFL accessories like vibrant crystal headbands, earrings, and sunglasses. The brand expanded to holiday, wedding, and back-to-school-themed accessories, all resonating with American culture.

The brand also designed a jewelry collection for children with cancer, which not only raised awareness but also greatly benefited the brand.
Brianna Cannon fashion jewelry

Coucou Suzette

French brand Coucou Suzette is known for its playful acetate hair clips. Founder Juliette, born in an artistic family and a designer herself, created unique, playful French-style hair clips. Her designs attract over 48K visitors to their website each month, with sales reaching millions.
Acetate, as an eco-friendly material, offers more versatility in shapes and vibrant color textures compared to traditional metals. Its lightweight and stylish appeal has made it a rising trend in fashion jewelry.

Coucou Suzette hair clip

Bonbonwhims

Bonbonwhims, founded in 2021, blend nostalgic and modern aesthetics in their vibrant jewelry. Their flagship collection is a custom initial series. The candy-colored pieces use materials like resin, acrylic, and pearls.
What’s worth mentioning is their smart marketing strategy that lowers costs. By using pop-up stores to test market favorites and releasing limited editions to avoid inventory buildup, the brand effectively drives consumer demand. So, business isn’t just about profit. It’s about how much you save.

Bonbonwhims products and pop up stores

Totally Dazzled

Totally Dazzled is a wedding jewelry brand. Their products are regular dazzling pieces, but their unique selling point is hitting the wedding niche by offering jewelry for wedding napkins, bouquets, dresses, and more. The brand has also expanded into holiday-themed decorations.
Compared to Etsy, where a dazzling bouquet can cost at least $200, Totally Dazzled provides step-by-step tutorials on social media. They also send free samples to influencers, allowing them to create and share beautiful DIY designs. It’s a smart marketing strategy that helps the brand gain more exposure to potential customers.
Totally Dazzled wedding jewelry
Many people choose jewelry to start a business, including some of my clients. I won’t go into why they succeed. It’s all about focusing on a niche audience and specializing in one type of product. But let’s talk about the three most common mistakes newbies make:

Unclear positioning
Trying to cater to all trending styles (vintage, minimalist, bridal, etc.) at once. Without a clear target audience, it can lead to a messy inventory and a lack of brand identity.
Not Testing the Market
Go straight into production with an original design without testing the market first, especially when most factories have a 200-piece MOQ per mold. This can quickly tie up your budget and leave you with unsold inventory if the product doesn’t resonate with your target audience.
Wrong pricing strategy
Not matching pricing to the market value of products. Pricing should be based on your target audience and the value they see in your product, not just about undercutting competitors or overpricing average-quality products.

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