Abstract: Opal is a gem with the special optical effect,and people are fascinated by its magical colour.However,there are few opals on the sale in the domestic market,with less reference materials on the effective marketing method for opal.With the opportunity of the Expo 2010 Shanghai China and the author's sales experiences in Austranlia pavilion for four months,the marketing strategies of the Australian Opal & Diamond Collection are analysed by the five aspects,such as attracting the customers by muti-angles,remaining the customers,selling skill of holding the customers' hearts and mind,flexible guide and innovating promotional activity.After that,some sales experiences are summed up in the paper in order to inspire the domestic jewelry companies.