Abstract: China's jewelry and jade market is mature, after the epidemic, it recovered rapidly. To further analyze the development of Taiyuan jewelry industry after the epidemic, this paper summarized the general situation of the jewelry and jade market in China, then compared the differences in the retail market of jewelry industry before and after the epidemic, and analyzed the main profit models of jewelry enterprises. This paper adopted the marketing principle and the survey research method, conducted a questionnaire on local consumers, and interviewed the wholesalers and retailers. Through qualitative and quantitative analysis of valid data, the main conclusions are as follows: the epidemic has small impact on the sales volume of gold, silver, precious metals and middle and low-end jade market in Taiyuan, and greater impact on the high-end market, and consumption has been downgraded significantly. Compared with developed areas, Taiyuan's local consumption concept is conservative, more rational and pragmatic, and consumers prefer products that can combine cost performance, quality and design. The demand of consumers has gradually shown the characteristics of youth and self-happiness, and young groups have become the new focus of jewelry consumption. Jewelry enterprises need to combine digital techniques to promote the integration of online and offline consumption, improve the quality inspection system to enhance brand value, focus on the "female business", and strengthen the emotional link with local consumers in combination with local cultural tourism.