Abstract: With the continuous development of today's society, the main group of jewelry consumers is getting younger and younger. Consumers' demand for personalized high-quality jewelry is urgently increasing. The jewelry industry is facing the challenge of transformation and upgrading. "social innovation" is receiving widespread attention, and various leading companies such as Apple, Dyson, and IKEA have achieved industrial breakthroughs relying on "design-driven" design. The international top fashion and luxury brands have invariably shifted from "family inheritance" to "design-driven" brand development, which is of strategic significance. The previous research on jewelry design is mainly about appearance modeling, while there are many studies on innovative ways of creating, combining and using existing technologies and social and cultural elements, and giving "meaning" to the jewelry industry chain through design. This study adopts qualitative research method to analyze the existing problems in jewelry design. Combined with the relevant theories of modern design, a strategic research on "design-driven innovation" based on the guidance of design thinking was proposed to explore the upgrading and feasibility of China's jewelry design industry. The possibility of sustainable development provides help to better improve the development of the jewelry industry and meet social and market needs.