Singapore charges no customs duty on artificial jewellery. Customs and excise duty applies only to intoxicating liquors, tobacco products, motor vehicles, and petroleum products and biodiesel blends, so imitation jewellery pays only GST on import, at the prevailing rate of 9%. To bring the goods in, the importer in Singapore needs a Unique Entity Number (UEN), an activated customs account and a customs import permit filed through TradeNet. Under the Harmonized System, artificial jewellery is “imitation jewellery” of heading 71.17.
This guide covers those customs points first, then the market, logistics, marketing and business culture an exporter should understand before shipping costume jewellery to Singapore. If you are new to cross-border selling, start with how global trade works and come back to the Singapore specifics.
What counts as artificial jewellery
Artificial jewellery, also called costume, fashion or imitation jewellery (and spelled “jewelry” in American English), is jewellery made from non-precious metals, plastics, glass and other low-cost materials. It is designed to match an outfit or a trend and costs a fraction of comparable pieces in gold, silver or precious stones.
HS classification: heading 71.17
Customs classification follows the legal definition, not the marketing label. Note 11 to Chapter 71 of the HS defines imitation jewellery for heading 71.17 as articles of jewellery within paragraph (a) of Note 9 (small objects of personal adornment such as rings, bracelets, necklaces, brooches and earrings) that do not incorporate natural or cultured pearls, precious or semi-precious stones (natural, synthetic or reconstructed), “nor (except as plating or as minor constituents) precious metal or metal clad with precious metal”. The note also excludes buttons of heading 96.06 and dress combs, hair slides and hairpins of heading 96.15.
In practice this means:
- base-metal or plastic jewellery, including pieces with glass “stones”, falls in heading 71.17 (subheading 7117.11 for cuff links and studs of base metal, 7117.19 for other base-metal imitation jewellery, 7117.90 for imitation jewellery of other materials);
- gold or silver plating, or precious metal present only as a minor constituent, does not take a piece out of heading 71.17;
- a piece set with real pearls or with natural or synthetic precious or semi-precious stones is not imitation jewellery under Note 11 and has to be classified elsewhere in Chapter 71, for example heading 71.13 if it is jewellery of precious metal.
These six-digit subheadings are international (HS 2022). Singapore declares goods under eight-digit codes in its national tariff, the Singapore Trade Classification, Customs and Excise Duties (STCCED), which follows the ASEAN Harmonised Tariff Nomenclature. Confirm the full code with Singapore Customs’ HS code search before you prepare the invoice, and recheck it when HS 2028 enters into force on 1 January 2028. For the method behind a classification like this, see this practical guide to the General Rules for Interpretation.
Why exporters look at Singapore
Singapore has a large market for fashion and beauty products, and buyers follow new jewellery trends closely. The population is multicultural (Chinese, Malay, Indian and others), and jewellery is part of traditional dress in several of these communities, so demand for affordable pieces comes from everyday fashion and from festive and traditional wear.
The jewellery trade is competitive, with many local and international brands. Singaporean consumers have high spending power and will pay for well-made, distinctive pieces. Necklaces, earrings, bracelets and rings all sell, and many buyers prefer jewellery with precious or semi-precious stones and fine craftsmanship. An artificial jewellery exporter competes on design and price against that preference.
Market research
Before you ship, research whether your product suits the market, who your competitors are and who might buy from you. A SWOT analysis (strengths, weaknesses, opportunities and threats) is a simple way to organise what you find.
SWOT analysis for artificial jewellery in Singapore
| Factor | Points to consider |
|---|---|
| Strengths | Designs and styles that differ from what local sellers offer; lower prices than gold, silver or gem-set jewellery; a wide choice of designs. |
| Weaknesses | Artificial jewellery may not last as long as precious jewellery, and some buyers see it as lower quality. |
| Opportunities | Growing demand for fashion accessories and for affordable fashion; e-commerce platforms that reach buyers across the island. |
| Threats | Strong competition from local manufacturers and retailers; cultural differences that can affect how certain designs are received. |
One threat often listed for export markets does not apply here: Singapore levies no customs duty on jewellery, so tariffs are not a barrier. GST is charged on all imports, local or foreign.
Competitor analysis
Competitor analysis looks at the strengths and weaknesses of current and likely competitors so you can see where your product can stand out. Singapore’s jewellery retail is led by local chains such as Poh Heng Jewellery, Lee Hwa Jewellery and Goldheart Jewelry, which are known mainly for gold and diamond pieces. Demand for affordable fashion accessories is growing alongside them, and that is the opening for a foreign exporter of artificial jewellery.
Trends in the Singapore jewellery market
Three trends are worth tracking. Consumers increasingly want personalised jewellery, such as custom designs and engraved pieces. Minimalist, simple designs are popular, especially with younger buyers. And more shoppers ask about the environmental and human-rights record behind what they buy, so sustainable and ethically sourced options can be a selling point.
Potential buyers and sales channels
Most exporters reach Singapore through one or more of these channels:
- online marketplaces such as Lazada, Shopee and Qoo10, which give access to a wide audience at relatively low cost;
- fashion retailers with a strong presence in Singapore, such as Zara, H&M and Uniqlo, which may want affordable accessories for their ranges;
- brick-and-mortar stores that specialise in fashion jewellery;
- pop-up stores and markets, including those aimed at tourists looking for affordable souvenirs.
For ways to find and check importers before you commit, see finding reliable importers online.
Legal and customs requirements
Who needs to register: the importer in Singapore
Singapore Customs requires anyone importing goods to obtain a customs import permit through TradeNet before the goods are imported. To apply, the importer must first have a UEN, issued by the Accounting and Corporate Regulatory Authority (ACRA) or another UEN issuing agency, and must activate a customs account. The permit can be filed by the importer or by a declaring agent on its behalf (Singapore Customs: obtain a customs import permit).
If you sell to a Singapore company that is named as consignee on your commercial invoice, that company is treated as the importer and handles the permit. If you want to import in your own name, you need a Singapore entity with a UEN. ACRA is the national regulator of business entities and public accountants in Singapore. Registering a company requires the business name, address, directors and shareholders, and a Singapore company must appoint a company secretary who lives in Singapore.
Duty and GST
Only four groups of goods are dutiable in Singapore: intoxicating liquors, tobacco products, motor vehicles, and petroleum products and biodiesel blends. Everything else is non-dutiable but still subject to GST (Singapore Customs: duties and dutiable goods). Artificial jewellery therefore pays GST only, at the prevailing rate (9%, the rate in force since 1 January 2024). GST on imports is calculated on the CIF value plus any duty. The permit is the document that accounts for both the import and the tax.
Product safety rules
Costume jewellery is a general consumer good under the Consumer Protection (Consumer Goods Safety Requirements) Regulations (CGSR). The CGSR is administered by the Consumer Product Safety Office (CPSO), an office of the Competition and Consumer Commission of Singapore. Suppliers must make sure goods conform to an applicable safety standard. The CPSO’s CGSR information booklet lists ASTM F2999 for adult jewellery and ASTM F2923 for children’s jewellery. Test reports do not have to be filed before sale, but the CPSO can ask for them during an investigation, so have your products tested by a reputable (preferably accredited) laboratory and keep the reports. Ask the laboratory to check for lead, cadmium, mercury and nickel.
Jewellery that contains gold, silver or gemstones
If your range includes pieces with real precious metal or precious stones, check the Precious Stones and Precious Metals (Prevention of Money Laundering and Terrorism Financing) Act 2019. Businesses dealing in “precious products” in Singapore must register with the Ministry of Law as regulated dealers. A product is a precious product if 50% or more of its value comes from precious stones or precious metals, or if its net price is above S$20,000 (Ministry of Law: regulatory regime for regulated dealers). Plated imitation jewellery will not usually meet these tests, but confirm with the Ministry of Law if you are unsure.
Working with a broker or forwarder
A reputable customs broker, declaring agent or freight forwarder can file permits and keep you in line with Singapore Customs requirements. They cannot fix a product that fails safety standards, though, so check the goods before they leave your factory. Many first-time exporters make the same avoidable errors; this list of common trade compliance mistakes is worth reading before your first shipment.
Logistics and shipping
Choosing a freight forwarder
Your forwarder decides much of how safely and quickly the jewellery arrives. Look for one that handles shipments of your size and knows Singapore’s import rules. Check its reputation, its carrier network and its record on delivery deadlines, and ask whether it gives live tracking information on consignments.
Transport methods
Air freight is the fastest and is used for time-sensitive shipments. Sea freight is slower and cheaper, which makes it the usual choice for larger consignments. Road freight is an option only for shipments that come overland through Malaysia. Choose based on the size and weight of the shipment, the delivery date and your budget. For background on how goods move between regions, see this overview of global trade routes.
Packaging and labelling
Use packaging strong enough to survive handling in transit, since small metal pieces scratch and tangle easily. Label each package with the full consignee address and any handling marks such as “fragile”. Missing or wrong labels can delay clearance.
Customs documents
The importer or its agent files the import permit and pays GST before the goods are released. Your forwarder will usually ask you for:
- a commercial invoice with the full product description, value and HS code;
- a packing list;
- a certificate of origin, if the buyer asks for one.
Insurance
Goods in transit can be damaged or lost. Marine cargo insurance covers loss of or damage to the goods while they travel, by sea or by air. Ask your insurer or forwarder whether the policy also covers freight charges and other costs you have already paid, as cover varies between policies.
Marketing and sales strategies
Building a marketing plan for Singapore
Research local culture, demographics and buying habits before you spend on marketing. Decide what your brand stands for and what sets your pieces apart: quality, original designs or lower prices. Instagram, Facebook and X (formerly Twitter) are popular in Singapore and are the obvious places to show products and talk to customers. Working with influencers can widen your reach and make the brand better known.
Adapting the product
Singaporean buyers tend to prefer delicate, minimalist designs that are simple, elegant and current. Quality matters too: choose durable base metals, platings and finishes so the pieces last. (Using real gold, silver or platinum would make the goods precious-metal jewellery for customs purposes, as explained above.) Research the prices of similar products and set yours competitively. Packaging affects buying decisions, so invest in packaging that looks good and fits your brand.
Pricing and promotions
Beyond competitive base prices, you can use discounts and promotions to win new customers, bundle deals to encourage larger orders, and a loyalty programme to reward repeat buyers.
Building relationships with buyers and distributors
Trade shows and industry events are the most direct way to meet buyers and distributors. Networking events, conferences and business associations add more contacts. Over time, a local presence in Singapore builds trust with customers and partners.
Business culture in Singapore
Singapore’s culture mixes Chinese, Malay, Indian and Western traditions, and people place a high value on politeness, respect and harmony. Punctuality matters: being late is seen as disrespectful, so arrive at meetings prepared and on time. Singapore also enforces its laws strictly, so make sure you and your staff know the rules that apply while you are there.
Business practices
Business relationships tend to be hierarchical, with deference to authority and seniority. Address people by their professional title, such as “Director” or “Manager”. Singaporeans prefer to deal with people they know and trust, so building relationships with partners and clients is a large part of succeeding in the market. Negotiations can take longer than in some other countries. They usually aim for consensus and an outcome both sides accept, so listen carefully and be prepared to compromise.
Culturally aware marketing
Show genuine interest in your partners and their culture. In marketing, Singaporean consumers respond to quality and craftsmanship, so show both. Social status matters, which is why influencer and celebrity endorsements can work well. Avoid language or images that could offend any community. Colour choices carry meaning: in Chinese culture, red is associated with good fortune, and using it can appeal to Chinese consumers.
Questions exporters ask
Is there demand for artificial jewellery in Singapore?
Yes. Fast fashion has increased demand for affordable, fashionable accessories that can be worn every day, and artificial jewellery can follow trends quickly at a lower cost than precious jewellery.
Do I pay import duty on artificial jewellery in Singapore?
No customs duty is charged. The importer pays GST at the prevailing rate on the CIF value when the import permit is processed.
How should I adapt my designs?
Learn the cultural preferences of the communities you are selling to. Traditional motifs that are in demand can work alongside minimalist everyday pieces, and a range that covers several tastes reaches more buyers. You may also need to adjust prices to stay competitive.
What mistakes do new exporters make?
The common ones are ignoring Singapore’s import and product safety rules, underestimating local competition, skipping market research and neglecting relationships with buyers and partners. For a step-by-step view of setting up the business itself, see how to start an export-import business.
Download the Singapore importer data sheet
Data Sheet