The "pigeon egg" diamond, which once symbolized identity and status, is quietly being replaced by the Mozambique diamond from China. According to AliExpress, a cross-border e-commerce platform under Alibaba, the sales of Mozambique diamond jewelry have skyrocketed by a full 20 times in the past two years. AliExpress has released the "Premium Jewelry Overseas Plan" to provide material certification marks and overseas influencer cooperation for eligible jewelry.

Image: Review of European and American buyers purchasing domestic moissanite diamond rings on AliExpress

In Wuzhou, Guangxi, known as the "Gem Capital of the World", 7 out of every 10 artificial gemstones in the world come from here. As the world's largest artificial gemstone production base, Wuzhou has long relied on low value-added gemstone raw stone exports. How to transform the advantage of origin into brand value and shift from "selling stones" to "selling brands" has become a key topic for domestic jewelry to explore overseas.

In this context, jewelry brand KNOBSPIN has implemented a new solution on AliExpress. KNOBSPIN originally operated relatively low-priced copper and steel jewelry on AliExpress, often facing homogeneous low price competition. After inspecting the gemstone industry belt in Guangxi in 2021, the founder made a decisive decision to shift towards the boutique jewelry track dominated by artificial diamonds. With the help of mature domestic moissanite craftsmanship and the integration of popular elements for original design, KNOBSPIN's moissanite jewelry quickly opened up the European and American markets, coinciding with the strong promotion of gemstone based boutique jewelry on AliExpress and the provision of internet celebrity promotion for the brand. Nowadays, KNOBSPIN's annual sales of Mozambique diamond jewelry through the AliExpress platform are close to 100 million RMB.

Currently, high-quality jewelry made from gemstones and precious metals is experiencing a surge in sales on AliExpress; The overseas sales of countries such as Poland, South Korea, Mexico, and Germany have all increased by over 50% year-on-year. In order to help domestic boutique jewelry go global, AliExpress recently released the "Boutique Jewelry Go Global Plan", focusing on the jewelry industry belts in Guangxi, Guangdong, Zhejiang, etc., recruiting boutique jewelry merchants, covering Mozambique diamonds, cultivated diamonds, artificial gemstones, crystals, pearls, and various types of precious metal jewelry, and promoting domestic jewelry brands to go global. After joining AliExpress, eligible jewelry can not only obtain material certification and exclusive labeling, but also gradually establish their brand awareness among overseas consumers through recommendations from overseas internet celebrities.