Young People Ditch Luxury Jewelry for Crystals as Affordable Alternatives
Feb 06, 2025
MIKAMU
In a market segment often overlooked, the price of gold in China has jumped from about $84 per gram last year to over $112 now.
The market for luxury jewelry, including diamonds and crystal imitations, has been cooling down for some time. Young people have shifted their interest to gold, valuing its ability to retain value and the cultural belief in its wealth-attracting properties.
However, with gold becoming more expensive, young consumers are exploring further for alternatives, thus boosting the popularity of crystals, especially those with metaphysical connotations. One internet user remarked, "Gold takes your money fast; with crystals, you get much more for your dollar."
Crystals, being relatively abundant, have always been budget-friendly. Moreover, claims like "yellow citrine for wealth, white quartz for purification, pink quartz for love, and green phantom for career success..." are too appealing for young people to ignore.
Data from Hanghai Jia E-commerce shows that in 2024, crystal bracelets and bangles captured 36.06% of the crystal market, generating sales between $119 million to $126 million, a staggering 319.84% increase year-over-year. This surge owes much to celebrities like Ellie Yi, Justin Zheng, Diana Jie, and Olivia Yang, who have promoted crystals through live streams in late 2024, elevating both popularity and prices.
However, while many young people believe in these metaphysical properties, they are not blindly spending. Their choice of crystals over gold stems from practicality. A little research can help them steer clear of overpriced stones.
Crystal Metaphysics: An Attraction Across Generations
The sudden spike in crystal popularity isn't just a new trend; it's somewhat of a revival.
A post-00s girl, Emily, shared her fascination with crystals began in childhood. On a trip to Shanghai with her mom, a tour guide took them to a crystal exhibition, where she was captivated by the array of crystal items.
Michael Qingfeng, deputy secretary-general of the East Sea County Crystal Industry Development Association and author of "Crystal Collecting and Buying," confirms this trend. Starting his career in 2009, he worked in a crystal museum and spent over a decade in crystal procurement. He noted, "Before e-commerce, the industry relied on expos and physical stores in tourist areas."
David, another post-00s, reminisced about his mother buying him a purple crystal apple, symbolizing wealth or peace.
The metaphysical beliefs of the older generation seem to have been inherited by the young. Recent data from Ju Liang shows that the preference for crystals is highest among 18-23-year-olds, followed by those aged 24-30.
After gaining more financial independence in college, Emily began purchasing crystal accessories, influenced by astrological trends and tips for countering 'Mercury retrograde.' "Crystals are usually around $14 each, not too expensive, so I've bought quite a few over time," she said, having spent about $980 to $1120 on this hobby.
Emily also delved into theories about destiny and energy chakras. Initially, she followed the sellers' advice strictly, like wearing amethyst for studying or pink quartz for socializing. She felt, along with her friends, that there might be some truth to it—friends found romance with pink quartz, and Emily felt more confident during presentations wearing aquamarine during retrograde periods.
Chloe, a post-95s girl, started her job in the summer of 2023 and felt out of place. After hearing about the efficacy of visiting Yonghe Temple for career luck, she bought a mixed citrine and amethyst bracelet, leading to unexpected good fortune. She now visits quarterly, each time purchasing new crystal bracelets from the temple, priced from $28 to $140.
For Chloe, this routine is not just about buying crystals but maintaining faith. "I believe in the power of these temple-blessed crystal bracelets. If it's just about buying accessories, I wouldn't be so particular about the material."
Interestingly, crystal metaphysics has seen an "export-import" cycle. In 2024, Donghai County, known as the "Crystal Capital," had a trading volume of nearly $6.44 billion, with cross-border e-commerce accounting for $700 million.
A TikTok host working for a cross-border trade company observed, "Overseas, crystal balls, towers, and carvings are popular, with many foreigners believing in their energy. In China, though, crystal bracelets dominate the market."
Michael Qingfeng noted, "The various metaphysical claims about crystals are somewhat like the language of flowers. Recently, Western pop culture has been merging with Chinese feng shui and traditional medicine, evident on platforms like Xiaohongshu, where both the Five Elements and chakra theories are equally popular."
These "believe and it will work" theories provide emotional value to young people. However, while belief and expectation can be healing, they can also be exploited by those looking to make a quick buck.
Overpriced Crystals: What Are They Really Worth?
"Don't treat it as a business; consider it a blessing to share with reverence," said Ellie Yi in a highly liked video, demonstrating ways to 'nurture' crystals like using crushed stone for demagnetization, sage for purification, and moonlight for recharging.
NewRank data shows that in early November 2024, Ellie Yi's live stream selling a $979.86 crystal array sold 381 units, generating $372,400 in sales. Justin Zheng's special crystal live stream sold products for over $1,400 each, with estimated sales over $700,000. Olivia Yang's crystal bracelets also go for over $140 each.
These clearly priced blessings have genuinely heated up the crystal market.
Michael Qingfeng mentioned that in 2024, prices for many popular crystal varieties have doubled or tripled. "Crystals have hundreds of subcategories, and prices are all rising. For instance, the rare Super Seven, which we once bought for about $28 per gram, now can go up to $840. Even the most common white quartz has doubled in price from about $28 to $56 per gram."
Gina, who deals in wholesale crystal beads, caters to craft enthusiasts preferring lower to mid-range prices. She notes, "The good quality beads at value prices are very popular; if you don't order early, they're gone."
At wholesale markets, what used to be a decent quality Brazilian or Uruguayan amethyst bracelet for around $1.40 now costs $2.80-$4.20 per strand. By the end of 2024, even defective ones that sold for just a few cents earlier in the year were up to over $1.40.
While high-quality crystals indeed hold value, the thousands charged for celebrity-endorsed crystals often raise questions about their worth. "Celebrities selling anything in bulk means one thing: high profit margins," one netizen pointed out.
Like jade, crystals lack standardized pricing, being non-standardized products. Michael Qingfeng explains, "Pricing is essentially item-specific. Regular crystal sales have profit margins of 20-30%, but if you sell fakes or lower quality as high, you could see margins of over 70%."
In essence, crystal pricing is at the mercy of vendor ethics. Consumers without expertise can easily fall for overpriced goods.
Emily has occasionally bought from clearance sales but found the quality lacking. "I've thrown most away," she said, noting some were even plastic fakes with visible mold lines.
Strictly speaking, crystals are naturally formed mineral stones, primarily silica. Michael Qingfeng points out the significant price gap between high-end and low-end crystals, exacerbated by the misuse of the term 'crystal' for various clear materials, leading to confusion and opportunities for fraud.
"Some merchants sell glass or man-made crystals as natural ones. Others might dye lower-grade crystals to enhance their appearance," Michael added.
Michael advises consumers to understand the relationship between quality, aesthetics, and price, suggesting a comparative shopping approach. "If buying roses leads to love, you wouldn't credit the roses for selling at $700 each. That's just inflated pricing."
Brandless Crystals, Practical Consumers
"I don't know if they bring wealth, but my money is definitely gone."
Yao Yao, now changed to Amanda, a Hanfu enthusiast, buys crystal semi-products in bulk to make accessories that match her traditional outfits. "Buying in bulk is cheaper; you can get a crystal bracelet for just a few cents," she says. She reassembles different crystal bracelets for fun and stress relief, selling them on secondhand platforms for a 50% markup, usually around $1.40 each.
Without the gloss of metaphysics and celebrity endorsements, natural crystals are generally quite affordable, earning them the nickname "the gem of the masses."
A saying in the industry goes, "Gems and stones don't need brands." It means those in the know buy for quality, not brand. "When buying gold, you don't care about the brand, just whether it's real gold, 999 or 18K. That's the most cost-effective way to shop," Michael explains.
In East Sea County, Jiangsu, where one in three of the million residents works in the crystal industry, customer service is key. Buyers fear "buying fakes, overpaying, getting poor quality, or choosing the wrong type." Buying crystals is often like consulting a doctor, requiring conversation to determine suitable choices, leading to a predominance of small, individual shops.
For entrepreneurs, entering the crystal business has low barriers. According to Qichacha, there are 42,600 crystal-related companies in China, mostly with capital under $140,000, making up 48.10% of the market, with another 33.91% between $140,000 and $280,000.
With the rising popularity, many individual entrepreneurs have jumped into the crystal market online. Some stock up from wholesale markets but struggle with product differentiation, while others specialize in tailored crystal items based on metaphysical theories, achieving higher sales per customer.
However, consumers remain practical. Hanghai Jia's 2024 data shows that crystal bracelets under $14 are the most popular, with sales exceeding 80%.
Emily once worried about following crystal-wearing rules meticulously. "Some theories suggest certain crystals could harm me, making me feel restricted." After consulting with a friend knowledgeable in numerology, she let go of these concerns. "We encounter many items daily that might not align with us, yet we live fine."
Now, Emily buys crystals purely for aesthetics. "Silver tarnishes, iron rusts, but natural crystals remain unchanged for years. I think they're quite cost-effective."
At the end of the day, if ordinary quality crystals are affordable enough, there's no need to chase after value retention or appreciation. If you get what you pay for, why not enjoy some pretty stones?