The core value of jewelry lies in meeting people’s spiritual and cultural demands, and the innovation of its marketing model is the key to connecting supply and demand. This paper takes the light luxury line of jewelry as the research target and conducts an in-depth study on the innovation of the marketing model of light luxury jewelry. Based on existing literature, this paper analyzes the current status and development potential of the light luxury jewelry market, summarizing the innovative strategies of the current light luxury jewelry market, including product differentiation, experiential marketing, cross-border cooperation, cultural marketing, and Internet+. The paper analyzes the problems existing in the light luxury jewelry marketing model and proposes countermeasures and suggestions such as clarifying market positioning, innovating marketing models, and enhancing brand image.
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