Abstract: Throughout the contemporary time，the world has evolved into an immensely interconnected“cloud era”，with the functioning of big data being one of the main focuses of business development over the past few years.Big data refers to the information asset that enables more decision－making power，better insights and stronger optimized ability by new data processing applications and large data sets.It is enormous，with high rates of growth and a big variety.Hence to build an outstanding brand of jewellery products and to conduct excellent marketing，it is crucial for jewellery dealers to understand how to use the existing big data engines（such as Baidu，Google）wisely.This article explores the advantages and disadvantages of the current jewellery market in China，and attempts to suggest feasible directions for future development of Chinese jewellery branding by employing marketing stratege features in big data.