Sri Lanka urged to pursue direct consumer markets for gem sales growth

Sri Lanka's gemstone industry should prioritize direct engagement with end consumers to unlock greater export earnings, according to sector specialists examining the country's gem trade performance.

The recommendation reflects growing recognition that intermediaries and wholesale channels consume a substantial portion of profit margins, limiting returns to local producers and exporters. By establishing direct relationships with retailers, jewellers, and consumers globally, Sri Lankan gem businesses could capture higher value throughout the supply chain.

Sri Lanka has long been recognized as a source of high-quality sapphires, rubies, and other precious stones. However, the sector has traditionally operated through conventional distribution networks that reduce the financial benefits reaching domestic exporters. Shifting toward direct consumer channels would require investment in marketing, certification systems, and international brand positioning.

Industry observers note that countries with similar gem-producing capabilities have successfully increased revenues by developing direct-to-consumer business models, leveraging digital platforms and establishing branded retail presence in key international markets. Implementing such strategies could position Sri Lankan gems as premium products commanding higher prices while strengthening the nation's competitive advantage in global markets.

The pivot would also support downstream job creation and skills development in design, retail management, and digital commerce, contributing to broader economic benefits beyond raw gem exports.