The United States has one of the largest and wealthiest Indian diasporas in the world, spread across New Jersey, New York, California, Texas, Illinois, Georgia and Washington. Indian bridal and festive jewellery sells in Indian grocery-and-gift stores, dedicated jewellery boutiques, wedding planners and online stores. It is a valuable market, but duty, tariffs and safety rules make it more demanding than the Gulf.
Who buys
- Indian jewellery boutiques in Jersey City and Edison (Oak Tree Road), Devon Avenue in Chicago, Artesia in California and suburbs of Houston and Dallas.
- Online diaspora stores selling sets for weddings, sangeet, Navratri and Diwali.
- Wedding and event rental businesses.
- Mainstream fashion buyers occasionally, for boho, statement and ethnic-inspired pieces.
What sells
- Bridal sets: kundan-style, polki-style, temple and antique gold sets with matching earrings and maang tikka.
- Oxidised and German silver-look pieces for everyday fusion wear.
- Jhumkas and chandbalis, which also sell to non-Indian customers.
- Lightweight sets for events, where buyers want the look without the weight.
Duty and tariffs
This is where the US is different. Imitation jewellery of base metal (HTS 7117.19.90) carries a normal duty of 11%. On top of that, goods from India have been subject to additional US tariffs since 2025. Those rates changed more than once: an additional 50% applied from August 2025, and a trade arrangement announced in February 2026 reduced the additional tariff on most Indian goods to 18%.
Because these rates can change quickly, never quote a US landed price from memory. Ask your buyer's customs broker for the current total rate on the exact HTS line before you agree a price. Also note that the US ended duty-free de minimis entry for low-value parcels in August 2025, so even samples now pay duty.
Safety rules: lead and cadmium
US rules focus on children's jewellery. Under federal law (CPSIA), products designed mainly for children aged 12 and under must meet a 100 ppm total lead limit and need third-party testing and a children's product certificate. Several states also limit cadmium.
California has its own jewellery law limiting lead and cadmium in jewellery materials, and Proposition 65 requires warnings where products can expose consumers to listed chemicals such as lead. Many US retailers simply require suppliers to meet their compliance specification and provide a test report.
For adult jewellery made from good-quality zinc alloy or brass, meeting these limits is realistic, but it depends on the alloy and plating chemicals. Ask your manufacturer what the base metal is and whether lead-free alloy is used. See nickel and lead rules.
Labelling
Imported goods must be marked with the country of origin: "Made in India" on the item where practical, or on its immediate packaging. Retail packaging may also need the importer's details. Agree the labelling with your buyer before production. See export packaging and labelling.
Shipping and payment
For most jewellery orders, courier or air cargo is the practical route to the US. Many US buyers expect DDP or DAP pricing (you arrange delivery and sometimes duty), so be clear about the Incoterm. See EXW vs FOB vs CIF. Advance or part advance is normal with new suppliers.
How to reach US buyers
- Target diaspora retailers directly with a clear digital catalogue and MOQ.
- Show compliance up front: material details and test reports reassure buyers who have been burnt before.
- Plan for the calendar: Diwali, Navratri and the winter wedding season drive the biggest orders, so production must start months earlier.
Pricing for US retail
Indian jewellery boutiques in the US price well above their landed cost because rent, staff and marketing are expensive. What they need from a supplier is a predictable landed cost. With duty and tariffs both applying, a small change in the tariff rate moves the landed price noticeably, so:
- quote FCA or FOB Mumbai and let the buyer's broker calculate duty, rather than quoting DDP
- keep the design count focused, so each order carries enough quantity per design to justify freight
- plan orders for Diwali and the wedding season months ahead, when air freight rates are calmer
Mistakes exporters make with US buyers
- Promising duty-free delivery. Duty-free entry for low-value parcels ended in August 2025.
- Using the wrong HS code. Gold-plated base-metal jewellery is 7117, not 7113. A wrong code can mean penalties.
- Missing origin marking. "Made in India" must appear on the item or its immediate packaging.
- Ignoring children's rules. Small pieces sold for girls fall under CPSIA lead limits and testing.
- Vague material descriptions. US buyers and brokers want the base metal, plating and stones named on the invoice.
Working with Jagruti
We make bridal, temple, kundan-style and oxidised imitation jewellery to order in Mumbai, from 200 pieces per design (400 for earrings and pendants). Tell us the destination is the US and whether the pieces are for adults or children, so material and packing are planned correctly. See our export supply page.