Moaaz Manzoor

The federal government has outlined a plan to build and promote a national gemstone brand for Pakistan through structured marketing and participation in international exhibitions under the National Policy to Realize Pakistan’s Gemstone Potential 2026–30, with the aim of improving global recognition and market access for Pakistani gemstones.

According to the policy document prepared by the Ministry of Industries and Production, Pakistan’s gemstones—despite their quality and rarity—remain underrepresented in international markets due to weak branding, limited buyer engagement and a lack of coordinated marketing efforts. The document states that Pakistan’s share in the global gemstone trade stands at only 0.3%, even though the country possesses some of the world’s finest gemstone varieties.

The policy notes that international buyers increasingly demand traceability, certification, ethical sourcing and consistent quality standards. In the absence of a recognizable national brand supported by credible certification systems, Pakistani gemstones often fail to achieve premium pricing or sustained buyer confidence in global markets.

To address this gap, the policy proposes the development of an integrated branding and marketing strategy aimed at positioning Pakistan as a credible, ethical and high-quality gemstone origin. This strategy will be supported by improved data, certification mechanisms and transparent governance structures introduced under other components of the policy.

According to the document, a key component of the branding initiative will be participation in international gemstone and jewelry exhibitions, as well as the organization of national and international gemstone exhibitions within Pakistan. These platforms will be used to showcase certified Pakistani gemstones, facilitate direct engagement between exporters and international buyers, and improve the visibility of Pakistan’s gemstone sector.

The policy sets a target to facilitate 610 gemstone exporters through exhibitions over the policy period, enabling them to establish direct market linkages and integrate into formal trade channels. As a result of these engagements, the policy estimates that cumulative business undertaken by participating exporters could reach $36 million during the five-year policy timeframe.

The document states that exhibitions will be coordinated and supported by the proposed statutory gemstone authority, which will act as a central facilitator for export promotion activities. This authority will work with relevant government agencies and industry stakeholders to ensure participation is aligned with certification, traceability and compliance requirements.

In addition to exhibitions, the policy emphasizes the importance of storytelling and origin-based branding to differentiate Pakistani gemstones in competitive markets. Examples from regional peers, such as Sri Lanka’s “Ceylon Sapphires,” are cited in the document to illustrate the role of branding in achieving global recognition and premium pricing.

The policy further notes that branding initiatives will be complemented by adherence to international compliance standards related to anti-money laundering, environmental responsibility and social safeguards. These elements are intended to reinforce trust among buyers and align Pakistan’s gemstone exports with evolving global expectations.

According to the document, branding and market development efforts will be closely linked with certification regimes, valuation systems and data transparency initiatives. This integrated approach is designed to ensure that branding is supported by verifiable quality and provenance rather than merely promotional claims.

The policy states that progress on branding and exhibition targets will be reviewed as part of the overall implementation framework. By strengthening Pakistan’s presence in international gemstone markets and improving buyer engagement, the government aims to support export growth, enhance market credibility and position the gemstone sector as a sustainable contributor to economic development.

Credit: INP-WealthPk