GUILD×SWPC The 4th GULD Aurora International Gem and Jewelry Competition The Chapter of Pearls from

GUILD×SWPC The 4th GULD Aurora International Gem and Jewelry Competition The Chapter of Pearls from Shanxiahu

Concludes Successfully

On May 20, the “The Global Pearl Industry Development Trends Symposium and the 4th GUILD Aurora International Gem and Jewelry Competition Award Ceremony (Shanxiahu Pearl Chapter) ” was grandly held at the Shanxiahu Pearl Museum in Zhuji. The event was organized by the Zhejiang Pearl Industry Association, GUILD Gem Laboratories, and GUILD Institute of Gemology.

Attendees included industry leaders, experts, and top designers from around the world, such as Ruby Liu, President of GUILD Gem Laboratories; David Troth, Founder of David Harry Jewelry and Director of Gemporia; Jeremy Shepherd, President of the Cultured Pearl Association of America (CPAA); Martin Bell, Globally renowned jewelry maker; Paula Crevoshay, Internationally acclaimed jewelry designer known as the “Queen of Color” by the media; Pierre Fallourd, Founder of TSVG; Eric Yen, Former Board Member of the American Gem Trade Association (AGTA) and renowned expert in pearl marketing; Chen Xiaying, Chairman of Zhejiang Pearl Industry Association and Chairman of Pure Pearl Group Co., Ltd.; He Tieyuan, Secretary-General of Zhejiang Pearl Industry Association; He Bin, Vice President of Zhejiang Pearl Industry Association and Chairman of Zhuji Jiudie E-commerce Co., Ltd.; Tu Xingcai, President of Shenzhen Pearl Industry Association, renowned expert in China’s pearl industry chain, and entrepreneur; Du Ban, Renowned Chinese jewelry designer and founder of Shenzhen Du Ban Jewelry Design Consulting Co., Ltd. Together, they discussed the future trends of the pearl industry and enjoyed a visual feast of high-quality pearl jewelry.

Focusing on global trends, discussing the future of the industry

The “Global Pearl Industry Development Trends Symposium” session focused on the dynamics and opportunities in the international market. Jeremy Shepherd delivered an opening presentation titled “Freshwater Pearl Cultivation Demand in the New Era of the U.S. Market.” He pointed out that the U.S. market is undergoing a transformation from traditional sales channels to e-commerce and live-streaming commerce. He has observed clear trends in the U.S. market. Currently, Akoya pearls command the highest prices, while Chinese freshwater pearls are the most sought-after in terms of trading volume. In the U.S. market, consumers tend to prefer non-nucleated pearls, whereas the growth of nucleated pearls remains relatively slow. Jeremy also expressed his eagerness to engage in dialogue with industry peers and explore future growth strategies for nucleated cultured pearls.

Paula Crevoshay showcased her signature color aesthetics through a video presentation titled “Design Trends and the Beauty of Pearl Design.” By integrating painting techniques into her pearl creations, she presented a series of exquisite works. The 15-minute showcase vividly demonstrated the vast creative possibilities of pearl design.

During the open discussion session, Ruby Liu, Jeremy Shepherd, Paula Crevoshay, Pierre Fallourd, David Troth, Martin Bell and He Bin engaged in an in-depth discussion on “The Development and Challenges of the Global Pearl Market.” Their insights provided forward-looking perspectives for the high-quality development of the global pearl industry.

Excerpt from the Discussion

PART 1: What changes are happening in global regional markets, and what impact does this have on China?

David Troth: In China, I have seen many truly unique pearl products which, with their distinctive colors and luster, have the potential to open up new development pathways. When it comes to colored pearls, consumers generally have three main options. First are natural wild pearls, such as conch pearls and Melo pearls, which are extremely rare and therefore highly expensive, appealing to a relatively limited group of consumers. Second are dyed pearls, which are artificially treated and are often used as fashion accessories or for everyday decoration. Third are natural colored cultured pearls, which are not dyed and are comparatively more affordable. During this visit to China, I saw pearls in soft pastel hues. These naturally colored cultured pearls are likely to be highly favored by the market and represent an important direction for the future development of colored pearls.

Pierre Fallourd: I strongly feel that a revolution is about to take place in the pearl industry. At present, the Australian pearl industry remains relatively stable, with limited change. However, in China, I have witnessed significant innovation across the pearl sector, including automated sorting, automated drilling, and environmentally friendly cultivation techniques. These advancements deserve to be recognized on a global scale. The efforts made by professionals in China’s pearl industry, as well as the stories behind them, are truly worth sharing with the world.

PART 2: How is the freshwater pearl market performing in the global market? What are the opportunities and challenges?

Martin Bell:In the United States, consumers demonstrate highly diverse preferences when it comes to pearls. Chinese freshwater pearls are truly distinctive, offering a wide variety of colors and shapes that perfectly meet the needs of many consumers.For those considering freshwater pearls, they offer three key advantages: competitive pricing, a rich spectrum of colors, and 100% nacre. At present, China is the only country producing non-bead cultured pearls, which represents a significant and compelling selling point in the U.S. market.

PART 3: What impact does the U.S. tariff policy have on the pearl market, especially the freshwater pearl market?

Jeremy Shepherd: No one wants to pay more for the same product, but everyone is facing the same challenge. When such a crisis arises, it often brings opportunities to the market, because when business conditions become difficult, some participants may choose to exit, thereby creating space for those who remain.We firmly believe that tariffs will not remain high indefinitely; they will eventually ease. Under the current circumstances, most market participants are adopting a wait-and-see approach, awaiting greater clarity on future policy developments.

He Bin: Compared to the U.S. market, I am more optimistic about the potential of the Southeast Asian market. India has become the most populous country in the world, while Indonesia follows closely as the fourth most populous. People in these countries have a strong fondness for pearls. In recent years, rising sea temperatures have led to a decline in the production of South Sea pearls. Therefore, I believe the Southeast Asian market holds tremendous opportunities. Currently, many young people are already heading to places like Lombok Island and selling pearls through livestreaming and other channels.

PART 4: What are our strategies in the new market environment?

Jeremy Shepherd: To avoid destructive internal competition, I believe two key principles are essential. First, pricing must be stabilized to maintain reliable market expectations. Second, freshwater pearls should not be marketed using terminology that mimics or resembles Akoya pearls. As they enter the global market, freshwater pearls deserve to be recognized under their own name and appreciated for their distinct characteristics and inherent value.

Pierre Fallourd: China also possesses a long and rich history of pearl farming. Chinese freshwater pearls should not be measured against other categories; rather, every consumer can find a pearl that suits them, just as every segment of our industry can find its own position.A handbag that costs only USD 500 can be sold for USD 5,000, which shows that when we focus solely on price, our perspective is often too narrow. When we talk about value, however, the picture changes entirely. We must tell the stories behind pearls—because once people understand these stories, the cultural and emotional value of pearls will truly shine through.

The 4th Aurora Awards International Gem and Jewelry Competition Award Ceremony Officially Commences

The Award Ceremony officially commenced. Gao Song, Chen Xiaying, Ruby Liu took the stage in succession to deliver their remarks at the award ceremony.

Using the Competition as a Platform to Propel Zhuji's Pearl Industry to New International Heights

— Speech by Gao Song,Member of the Standing Committee of the Zhuji Municipal Party Committee and Vice Mayor

Over the past nearly 50 years, Zhuji’s pearl industry has achieved remarkable development, creating an extraordinary success story that accounts for nearly 80% of China’s and 70% of the world’s annual freshwater pearl production. The industry has gradually formed a modern industrial cluster encompassing pearl trading, creative design, cultural tourism, and biomedicine, earning Zhuji the distinguished title of “The Pearl Capital of China.”

Today, we gather here under the theme of “GUILD Aurora,” where ancient pearls encounter modern design, igniting a dialogue of love and beauty that transcends time and space. We hope to take this competition as a platform to promote the deep integration of pearls with new materials, new technologies, and diverse cultures, and to establish a new benchmark for the industry.

We aim to build a bridge between design talent and industrial demand, fostering full-chain collaboration across design, manufacturing, and the market. Through these efforts, we aspire to position Zhuji as an international hub for jewelry innovation.

Award-winning works from the competition will be presented in a global touring exhibition. This exhibition aims to showcase Chinese pearls to an international audience and promote greater understanding of Chinese culture.

Looking ahead, we will continue to uphold an open and inclusive approach, further optimize the business environment, deepen cooperation with international jewelry institutions, and provide a broad platform on which every dreamer may realize their value.

Driven by Innovation, Promoting the Pearl Industry Towards High-Quality Development— Speech by Chen Xiaying,President of the Zhejiang Pearl Industry Association

Pearls are treasures bestowed by nature, as well as enduring carriers of culture and art. As the global center of the freshwater pearl industry, Shanxiahu fulfills the demands of the entire industrial chain, encompassing cultivation, processing, design, and sales.

In recent years, we have advanced the pearl industry toward high-quality development through innovation. From breakthroughs in ecological farming techniques to the application of digital design, from deepening international brand collaborations to expanding engagement with younger consumer markets, the Shanxiahu pearl industry has been revitalized with new commercial vitality through the integration of technology and culture.

The GUILD Aurora competition is more than a jewelry design contest—it is a platform for the convergence of global jewelry cultures. We hope to inspire greater cross-disciplinary creativity and promote the transformation of traditional pearl categories toward fashion-forward design, personalization, and sustainability.

Looking ahead, the Shanxiahu pearl industry will continue to deepen international cooperation, uphold quality as its foundation, and carry forward traditional craftsmanship, ensuring that every pearl reflects the brilliance of our time.

Gathering Industry Strength to Illuminate a Pearl-Brilliant Future— Speech by Ruby Liu

President of GUILD Gem Laboratories

We are deeply honored to gather here in Shanxiahu for this pearl-focused, industry-exclusive event. We would like to express our sincere gratitude to the Zhuji Municipal Party Committee and Municipal Government, the Shanxiahu Town Party Committee and Town Government, as well as the Zhejiang Pearl Industry Association for their strong and comprehensive support. Our special thanks also go to the outstanding team from Taobao Group and to the influential content creators joining us today. With an estimated exposure of up to 40 million views, this event holds great significance for the advancement of the entire pearl industry.

I would also like to extend my heartfelt appreciation to all participants present today. It is through your willingness to share your most treasured creations that we are able to witness such a dazzling celebration of pearls. As of 12:00 p.m. today, online voting has surpassed 6.84 million votes—an extraordinary figure. After thorough backend verification, this result clearly reflects the tremendous enthusiasm and attention this event has generated.

The GUILD Aurora Competition is far more than a conventional contest; it is a large-scale industry initiative that integrates market promotion with public education, uniting the collective strength of the pearl sector. Through this platform, we aim to help more people discover the beauty of pearls and inspire greater participation in the pearl industry.

To further expand the influence of pearl culture, in addition to honoring outstanding pearl designs, this competition has introduced the Invited Pearl Quality Influencer Award to recognize creators who have made exceptional contributions to promoting pearls. From live streaming to social media platforms, they interpret pearl aesthetics through the lens, bringing the beauty of pearls into contemporary daily life.

The unique charm of pearls lies in the perfect harmony between nature’s gifts and human wisdom. From cultivation to design, each pearl embodies the passage of time and the inheritance of craftsmanship. Now, let us immerse ourselves in the beauty of pearls through the award-winning works presented in this competition.