Opening her personal jewelry box, Pham Anh Thu, 38, from Cau Giay District in Hanoi, points to a tray filled with colorful stone bracelets and says with a smile: “These are just four out of the ten pieces I’ve hunted down online. Not to mention the matching rings that are about to be shipped. But compared to others in my group, this is nothing.”

Thu is a member of a Facebook community dedicated to jade enthusiasts. She shared that she once preferred ready-made gold and silver jewelry, from expensive imported Pandora bracelets to various types of gold.

“Gold keeps getting more expensive, and some people even say wearing too much gold looks unsophisticated,” she said. One day, while scrolling through Facebook, she came across an image of a well-known actress wearing a striking green bracelet. Curious, she checked the comments and discovered it was made of jadeite.

From that moment, Thu officially joined the circle of jade lovers. She said that wearing jade gives a cool, soothing sensation, while making her wrist look slimmer and more elegant, reminiscent of wealthy Chinese women.

The most expensive item in her collection is an untreated jadeite bracelet priced at VND20 million (approximately US$820). “The price depends on the stone’s clarity and smoothness. For someone with a moderate income like me, that’s enough to feel satisfied,” she said.

However, she revealed that within these online communities, many women are willing to spend tens or even hundreds of millions of dong to own pieces with better translucency and color.

The fascination is not limited to middle-aged women. Many Gen Z consumers are also beginning to show interest in jade jewelry.

“People my age are starting to like jade bracelets and rings. When wearing them, I naturally adjust my movements to be more gentle, avoiding strong impacts. It makes me feel more feminine and graceful,” said Dao Thi Thu, born in 2000, from Hai Phong.

For younger consumers with limited budgets, agate is often the preferred choice due to its transparency and affordability. Compared to jadeite, an agate bracelet can cost from just a few hundred thousand to around VND1 million (approximately US$41).

Beyond bracelets and rings, bead necklaces, pendants and even phone charms made of jade are also gaining popularity for both their value and feng shui significance. However, when combined with gold or silver accessories, prices tend to increase.

Do Quang Khanh, a long-time jade researcher, noted that more people are embracing jade jewelry.

“Scientifically speaking, when a stone reaches high quality in terms of color, clarity and purity, it is considered jade. The higher the quality, the more expensive the piece. Yet many are still willing to pay large sums,” he said.

In Vietnam, the most popular and sought-after type is jadeite, primarily sourced from Myanmar.

Jadeite is valued not only for its material worth but also for its deep cultural significance in East Asia. It symbolizes purity, elegance and enduring beauty. For many, wearing jade is not just about luck and protection, but also a subtle expression of status.