On March 13^th, the Shanwei jewelry special session under the "Guangdong Goods Global Reach" spring campaign opened at Hualin International in Guangzhou. More than 30 jewelry companies from Shanwei showcased their premium collections, once again demonstrating to the world the strong capabilities of the jewelry industry in this eastern Guangdong city, known as both the "Colored Gemstone Capital of China" and the "Jewelry Capital of China".

Since emerging from small workshops in the 1980s, Shanwei's jewelry industry has evolved over more than four decades into a key global supplier of colored gemstones, while carving out a path of high-quality growth that has taken it from manufacturing to innovation and from industrial clusters to global brands.

The foundations of Shanwei's jewelry industry are deeply rooted in a dual-town development model centered on Ketang and Meilong. Ketang Town, a global hub for crystal processing, accounts for more than 70% of global crystal processing volume. More than 2,000 enterprises there have formed a complete industrial chain covering everything from rough stones to finished products. Meilong Town, meanwhile, specializes in the processing of gold and silver jewelry. With more than 130 product lines and an annual processing volume exceeding 5,000 tonnes, it has become a key manufacturing base for international brands.

Today, Shanwei's jewelry industry is home to more than 21,000 market entities and 92,000 workers. Each year, it processes 50,000 tonnes of colored gemstones and 9,000 tonnes of gold and silver jewelry, with an annual output value of nearly 35 billion yuan. Its products are exported to nearly 200 countries and regions, securing its position as the world's "hidden champion" in colored gemstone processing.

After being selected as one of Guangdong's first pilot zones for the "Cross-Border E-commerce + Industry Belt" initiative, Shanwei established a comprehensive support system spanning policy, platforms, digital tools, logistics, branding, and talent. This has not only provided businesses with a platform for showcasing products and expanding cooperation, but also accelerated the industry's shift toward digitalization and globalization. The launch of the Ketang Douyin Livestreaming Base and the Youth Entrepreneurship Park Taobao Base has enabled more than half of locally made jewelry to be sold through livestreaming e-commerce. In 2025, Shanwei's online retail sales of gold and silver jewelry surged by 151.5% year on year, while cross-border e-commerce transaction value continued to grow steadily.

Today, Shanwei's jewelry industry is accelerating its leap from a "world factory" to a "global brand". Leveraging the "Guangdong Goods Global Reach" campaign, Shanwei is expanding its market reach through a model combining offline showcases with online livestreaming. Through three major measures, including direct sales from manufacturers, 100-fold compensation for counterfeit goods, and on-site testing, it is giving consumers greater confidence in their purchases. More importantly, Shanwei is extending its industrial chain toward original design and brand building. Backed by provincial pilot policies, it is deepening cooperation with leading e-commerce platforms, aiming to make "Shanwei colored gemstones" a shining new calling card for the manufacturing sector in the Guangdong-Hong Kong-Macao Greater Bay Area as it climbs toward the higher end of the global value chain.

Shanwei's jewelry industry sees the city's rise from dozens of small coastal workshops in eastern Guangdong to a globally renowned hub for colored gemstones, offering a vivid example of industrial empowerment under Guangdong's High-Quality Development Project for Counties, Towns, and Villages and reflecting the broader upgrading of China's traditional manufacturing sector.

汕尾珠宝：见证“粤东工坊”到“世界彩宝之都”的蝶变

3月13日，“广货行天下”春季行动珠宝首饰汕尾专场在广州华林国际启幕，超30家汕尾珠宝企业携精品亮相，让这座坐拥“中国彩宝之都”“中国首饰之都”的粤东城市，再次向世界展现其珠宝产业的硬核实力。

从20世纪80年代的小作坊，到如今全球彩宝核心供应地，汕尾珠宝历经四十余载深耕，走出了一条从制造到创造、从产业集群到全球品牌的高质量发展之路。

汕尾珠宝的根基，深植于可塘、梅陇双镇的特色发展格局。可塘镇作为全球水晶加工“心脏地带”，承载着全球70%以上的水晶加工量，2000余家企业形成从原石到成品的全链条布局；梅陇镇则以金银首饰加工见长，130余个系列的产品年加工量超5000吨，成为国际品牌重要合作基地。

如今，汕尾珠宝产业集聚超2.1万家市场主体、9.2万名从业者，年加工5万吨彩色宝石、9000吨金银合金首饰，产值近350亿元，产品远销近200个国家和地区，稳居全球彩宝加工“隐形冠军”之位。

汕尾入选广东省首批“跨境电商+产业带”试点后，当地构建起“政策+平台+数字+物流+品牌+人才”全链条支撑体系，不仅为企业提供展示交流平台，更推动产业向数字化、全球化转型。可塘抖音基地、青年创业园淘宝基地的建成，让当地超一半珠宝通过直播电商走向市场，2025年全市金银珠宝网络零售额同比激增151.5%，跨境电商交易额稳步增长。

如今的汕尾珠宝，正加速从“世界工厂”向“全球品牌”跨越。借助“广货行天下”平台，汕尾以“线下展销+线上直播”模式拓宽渠道，通过厂家直销、假一赔百、现场检测三大举措，让消费者放心购。更重要的是，当地正推动产业链向原创设计、品牌运营延伸，依托省级试点政策，深化与头部电商平台合作，让“汕尾彩宝”成为大湾区制造业向全球价值链高端迈进的亮眼名片。

从粤东沿海的小工坊，到闪耀全球的彩宝之都，汕尾珠宝的蝶变，是广东“百千万工程”产业赋能的生动实践，更是中国传统制造业转型升级的缩影。

文、图｜记者 廖梦君 实习生 纪婕
译 | 郑奕玲
审 | 曾敏