Japan’s Bridal Jewelry Market
When considering the bridal jewelry market, it is important to distinguish it from the fashion jewelry When considering the bridal jewelry market, it is important to distinguish it from the fashion jewelry market, as the sales approach, target customers, and purchasing motivations are fundamentally different.
Customers purchasing bridal rings are not necessarily people who have always been interested in jewelry or have extensive knowledge of it. Many are buying jewelry for the first time in their lives and begin actively gathering information only when they are ready to make a purchase.
In the past, wedding magazines such as Zexy were the primary source of information. Today, consumers increasingly rely on Internet searches and social media, and in the future, AI partners are likely to become another important source of information.
The bridal jewelry market is supported by a clear source of demand: marriage. As a result, consumers generally do not simply decide to cancel their purchase once they have decided to marry, making demand relatively predictable. At the same time, however, the increasing number of brands entering the market has intensified competition.
Despite these unique characteristics, the bridal jewelry market has undergone significant changes in recent years. The major trends can be summarized as follows:
Recent Trends in the Bridal Jewelry Market
- A slight increase in the number of marriages
- Higher average spending per purchase
- Polarization of price ranges
- Growth in handmade rings
- Increasing concentration among established brands and major retailers
■ A Slight Increase in the Number of Marriages
According to Japan’s Ministry of Health, Labour and Welfare, the number of marriages in 2025 was 489,119, up slightly from 485,092 in 2024.
The number of marriages was significantly affected by the COVID-19 pandemic. Before the pandemic, approximately 510,000 marriages were projected for 2025. However, many couples postponed marriage, while the pandemic also reduced opportunities for young people to meet and changed attitudes toward marriage.
Although the number of marriages has not returned to previous projections, the underlying potential is still estimated to be around 500,000 marriages per year. The recent increase can therefore be viewed largely as a rebound following the pandemic.
The longer-term outlook, however, remains challenging. In addition to population decline, more young people are choosing not to marry. Among Generation Z and people in their 20s, attitudes toward marriage have become increasingly practical and rational.
Economic stability has become a particularly important consideration. Rather than simply seeking a high-income partner, many young women increasingly value stable income that can withstand economic downturns and changing circumstances. Rising living costs and economic uncertainty have also contributed to the view that remaining single may be preferable if marriage would lower one’s current standard of living.
Younger generations also place greater value on personal freedom and time. Having become accustomed to independent lifestyles during the pandemic, many now see marriage not as an obligation but as one option for enhancing their lives. At the same time, they increasingly seek compatibility in values and lifestyles, making the conditions for marriage more demanding.
■ The Bridal Jewelry Market from 2027 Onward
As the bridal population declines, particularly in regional areas, competition is becoming increasingly intense. Bridal jewelry specialists that fail to remain competitive are already facing pressure to exit the market.
Among regional jewelry and watch retailers that sell both fashion and bridal jewelry, an increasing number are withdrawing from the bridal business and focusing exclusively on fashion jewelry. Going forward, the market is likely to become increasingly polarized between fashion jewelry specialists and bridal jewelry specialists.
The sharp rise in precious metal prices may also encourage greater use of alternative materials and lower precious-metal purities as retailers seek to control costs.
Against this backdrop, it will remain important for the industry to continue promoting engagement rings and encouraging their adoption among consumers.
