KBK Creation

Industry & Competitive Analysis.

Competitors

The Canadian market for jewelry and cosmetics retail (NAICS 458310 & 44612) is competitive, with a mix of local, national, and online players. Direct competitors include local boutiques and small family-run stores in British Columbia that offer cosmetics and handmade jewelry with personalized service, competing on price, product quality, and variety (Government of Canada, 2024). National chains such as Sephora, Shoppers Drug Mart, and Peoples Jewelers dominate urban markets with wide product ranges, strong supplier relationships, and loyalty programs (Statistics Canada, 2024a; Statistics Canada, 2024b). Online marketplaces such as Amazon and Etsy act as substitute competitors, offering convenience and variety but often lacking personalized service or authenticity. These dynamics reflect Canada’s broader retail trade trends, emphasizing product quality, online presence, and customer experience as key factors for competitiveness (Government of Canada, 2024).

NAICS Analysis

Key Statistics from Retail Trade (NAICS 44-45) — ISED / CIS

  • The retail trade sector in Canada generated $38.8 billion in net revenue, increasing from $31.0 billion in 2020, a growth of 25.1% over this period. (ISED Canada)
  • The average hourly wage in the retail trade sector was $23.08 (CAD) in 2024. (ISED Canada)

How you can use these in your business’s NAICS-style summer

You can insert these into your summary like this:

The broader retail trade sector (NAICS 44-45) in Canada has shown strong growth. For example, net revenues grew from $31.0 billion in 2020 to $38.8 billion at the latest reporting period—an increase of 25.1%. (ISED Canada) Additionally, wages in retail have risen, with the average hourly wage in this sector reaching $23.08 in 2024. (ISED Canada) These trends suggest that retailing remains a vibrant industry, which supports the viability of combining cosmetics and handmade jewelry under retail operations.

4Ps (NAICS 458310 & 44612)

Sephora Canada

  • Product: Offers a wide range of cosmetics, skincare, fragrance, and branded makeup.
  • Pricing: Mid-to-high prices depending on brand.
  • Place: Physical stores in malls across Canada and online store.
  • Promotion: Loyalty programs, social media campaigns, in-store events, seasonal promotions.
    Source: Statistics Canada, 2024b Statistics Canada

Shoppers Drug Mart

  • Product: Provides cosmetics, skincare, and personal care items alongside pharmacy products.
  • Pricing: Mid-range prices, supported by discounts and PC Optimum reward points.
  • Place: Nationwide store locations and online store.
  • Promotion: Flyers, social media, email marketing, reward points.
    Source: Government of Canada, 2024 ISED Canada

Amazon

  • Product: Sells imported cosmetics, handmade jewelry, and fashion accessories.
  • Pricing: Varies widely; budget-friendly to premium.
  • Place: Online only, global reach.
  • Promotion: Website search, sponsored ads, product reviews, social media marketing.
    Source: Statistics Canada, 2024a Statistics Canada

Cook’s Jewelers (Skeena Mall, Terrace, BC)

  • Product: Offers handmade, custom jewelry and curated imported cosmetics.
  • Pricing: Mid-range, value-based pricing.
  • Place: Local shop and own e-commerce website.
  • Promotion: Social media, influencer collaborations, local events, website promotions.
    Source: Cook’s Jewelers, 2024 cooksjewellers.com

SWOT Analysis (NAICS 458310 & 44612)

Sephora Canada

  • Strengths (Product/Place): Offers a wide range of cosmetics, skincare, fragrance, and branded makeup; strong brand recognition and trust; extensive store network and online presence (Statistics Canada, 2024b).
  • Weaknesses (Pricing/Promotion): Higher prices for premium brands; less personalized service for individual customers (Government of Canada, 2024).

Shoppers Drug Mart

  • Strengths (Product/Place): Convenient locations nationwide; loyalty programs (PC Optimum); trusted and familiar brand (Government of Canada, 2024).
  • Weaknesses (Pricing/Promotion): Limited selection of specialized handmade jewelry; cosmetics selection smaller than specialty stores (Statistics Canada, 2024b).

Amazon

  • Strengths (Product/Place): Wide product variety; global reach for cosmetics and handmade jewelry; customer reviews to guide purchasing (Statistics Canada, 2024a).
  • Weaknesses (Pricing/Promotion): Product quality may vary by seller; less personalized shopping experience (Government of Canada, 2024).

Cook Jewelers (Skeena Mall, Terrace, BC)

Weaknesses (Pricing/Promotion): Smaller team limits scale; marketing and reach lower than large chains (Cook Jewelers, 2024, https://cooksjewellers.com).

Strengths (Product/Place): Unique handmade jewelry; curated imported cosmetics; personalized service and strong local presence (Cook Jewelers, 2024, https://cooksjewellers.com).

Market Gap

The market gap for cosmetics and jewelry in Canada shows opportunities for businesses that combine personalized service, handmade or custom products, and curated imported items. Sephora and Shoppers Drug Mart focus on wide product selection and strong brand recognition but often lack personalized service and do not emphasize handmade or custom jewelry (Statistics Canada, 2024b; Government of Canada, 2024). Amazon offers a wide variety of products and global reach but can have inconsistent quality, limited local or handmade options, and difficulty verifying product authenticity (Statistics Canada, 2024a). Cook Jewelers in Skeena Mall provides handmade jewelry and curated imported cosmetics with personalized service, but its smaller scale limits product selection, marketing reach, and availability of imported cosmetics (Cook Jewelers, 2024, https://cooksjewellers.com). This analysis highlights a market opportunity for a business that merges the wide variety and global reach of large retailers with the personalization, local touch, and curated products of small boutiques.

Competitive Advantage

Our business holds a competitive advantage by combining unique handmade jewelry with carefully selected imported cosmetics in one store, providing high-quality, curated, and personalized offerings that larger chains often lack (Statistics Canada, 2024b; Statistics Canada, 2024a). Our target market includes local customers, beauty enthusiasts, gift buyers, and anyone seeking unique handmade jewelry. We maintain an affordable premium pricing strategy—mid-range prices that are lower than high-end jewelry stores but higher quality than generic mass-market options (Government of Canada, 2024). The business emphasizes local touch, offering personalized customer service, in-store events, social media engagement, and collaborations with local influencers or small businesses. In addition, our sustainability practices include eco-friendly packaging, responsibly sourced materials, and imported cosmetics from trusted suppliers, meeting the growing demand for environmentally conscious products.

References

Statistics Canada. (2024a). Industry profile: Jewelry and related products stores (NAICS 458310). Retrieved from https://www23.statcan.gc.ca/imdb/p3VD.pl?Function=getVD&TVD=1369825&CVD=1370970&CPV=458310&CST=27012022&CLV=5&MLV=5

Statistics Canada. (2024b). Industry profile: Cosmetics, beauty supplies, and perfume stores (NAICS 44612). Retrieved from https://www23.statcan.gc.ca/imdb/p3VD.pl?Function=getVD&TVD=118464&CVD=118468&CPV=44612&CST=01012012&CLV=4&MLV=5

Government of Canada, Innovation, Science and Economic Development (ISED). (2024). Canadian Industry Statistics – NAICS 44-45: Retail Trade. Retrieved from https://ised-isde.canada.ca/app/ixb/cis/summary-sommaire/44-45

Cook Jewelers. (2024). Cook Jewelers – Skeena Mall, Terrace, BC. Retrieved from https://cooksjewellers.com

Grand View Research. (2024). Canada cosmetics market size, share & trends analysis report 2024–2030. Retrieved from https://www.grandviewresearch.com/horizon/outlook/cosmetics-market/canada

IBISWorld. (2024). Jeweler stores in Canada – Market research report. Retrieved from https://www.ibisworld.com/canada/industry/jewellery-stores/1075

Statistics Canada. (2024). North American Industry Classification System (NAICS) Canada 2022 Version 1.0 – 458310 Jewelry, luggage, and leather goods stores. Retrieved from https://www23.statcan.gc.ca/imdb/p3VD.pl?Function=getVD&TVD=1369825&CVD=1370970&CPV=458310&CST=27012022&CLV=5&MLV=5

Statistics Canada. (2024). NAICS 44612 – Cosmetics, beauty supplies, and perfume stores. Retrieved from https://www23.statcan.gc.ca/imdb/p3VD.pl?Function=getVD&TVD=118464&CVD=118468&CPV=44612&CST=01012012&CLV=4&MLV=5

Statista. (2024). Cosmetics industry in Canada – Statistics & facts. Retrieved from https://www.statista.com/topics/2896/cosmetics-in-canada