Abstract: The advent of the "Internet +" era, the gradual improvement of the social identity system and the low possession of China's per capita jewelry and the low depreciation rate of jewelry in everyday wear have made jewelry rental possible.Through investigating and analyzing the target population, we can tap the needs of users and build a jewelry rental platform to serve them. Collection and analysis of big data can recommend the most suitable jewelry for users, and provide a perfect and convenient rental services. Compared with the expensive purchase price, the convenient and price-friendly rental mode make people's demand for jewelry better meet. At the same time, it also makes jewelry popularization greatly improving, and the update speed of jewelry style accelerating, which contributes to enhance market vitality and promote innovation and development of the industry. That is to say, we should use the service design mode of thinking to help the jewelry industry to transform.