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How To Sell Jewellery Online

How To Sell Jewellery Online

The jewellery industry continues to grow, especially when it comes to selling online. Last year alone, bags and accessories held a 29% share of global internet purchases.

Want to know how to tap into that market? After reading this blog post, you’ll have all the necessary information to build, manage, and market your online jewellery store.

To get started, I’ll cover why and how you should build an e commerce website for your jewellery brand.

How to sell jewellery online - stats
Bags and accessories held a 29% share of global internet purchases last year alone.

Why Your Jewellery Business Should Sell Online

Worth $2.7 million in 2018, the U.S. jewellery industry is strong.

The online share of the accessories market reached an all-time high in 2018 at 22% in North America — and is expected to grow 11% by 2021.

To top it off, global online jewellery sales are predicted to reach a market value of $340 billion by 2023, later reaching $645 billion by 2035.

In addition to the data, jewellery is a great fit for e commerce as products are lightweight and easy to ship, come in many variations, and can be customized.

Bringing your jewellery business online lets your customers shop from anywhere at any time and gives your business a competitive edge by bridging online and offline experiences, all thanks to technological advances.

Step 1: Research

Your customers will constantly be on the lookout for new pieces to add to their wardrobe. In order to make sure you have these new hot items in stock, you need to know about the trends even before the most devout fashionistas!

But, how do you know when new trends roll in? Great question! One way is to follow jewellery blogs such as:

  • Gem Gossip – This blog was created by Danielle Miele, an avid jewellery collector. She mainly blogs about the different types of jewellery she finds on her travels, but keeps her followers in the loop with what’s hot right now.
  • The Jewellery Loupe – Created by jewellery blogger Cathleen McCarthy, who is highly knowledgeable in jewellery and fine art. She has been a contributing editor for several high-profile magazines, so you know she’s well-informed.
  • Gem Obsessed – This blog was created by Cheryl Kremkow, who discusses the most innovative jewellery on the market. She often writes blog articles on topics like celebrity jewellery, jewellery design, and jewellery trends.

But here’s a pro tip for you: Plug in the keyword “jewellery trends” into Google Alerts for up to date trends. When you do this, Google will help you out by emailing you when a new article pops up including your keyword – nice!

Step 2: Find jewellery suppliers

If you’re not making your own jewellery, you’re going to need to find a reliable jewellery supplier. But where do you start? It’s fairly easy to find jewellery suppliers, but it can be a challenge finding a good one that you can trust. First, you need to decide if you’re looking for a jewellery dropshipper, wholesaler, or manufacturer. While the process of finding them is similar, there are minor differences.

You can read more about finding quality suppliers here.

Finding suppliers

  • Google search: Start with Google. Simply type in “jewellery supplier + [area/country you want]” and see what comes up. The top-ranked suppliers are there for a reason, but they might also be the most expensive. This is one time when you might want to venture into page 2 or 3 of the Google search.
  • Online marketplaces: A lot of manufacturers are based in China. An easy way of finding these suppliers is by looking on websites like Aliexpress and Alibaba. A lot of suppliers list their items for sale on those sites. You can look for jewellery similar to what you hope to sell and then contact those suppliers directly. Just make sure to do you due diligence – check their details, order samples, and maybe even visit the supplier in person.
  • Trade shows: You can see if there are jewellery trade shows happening in your area by searching for them online. Trade shows are a good option if you want to meet suppliers in person and talk about your specific product needs.

Step 3: Setting up your Store

To be honest, it’s going to take more than following a few well-known jewellery blogs and typing in keywords to rank your online store.

A few extra tips to follow are:

  • Create your own jewellery niche. Without a specific niche, your online store might be a flop. Doing this won’t restrict you, it’ll keep order within your store. Just like clothing, people shop for specific staple pieces of jewellery. If someone is looking for a statement necklace, they’re not going to rummage through bracelets, earrings, and chokers to find the perfect one.
  • Wear some of the jewellery you plan on selling. Why? So you can see what it feels like. A good rule of thumb: If you can’t wear it all day, your customers won’t be able to, either. It’s also a good idea to take pictures of yourself wearing it. More on product photography here.
  • Create deals your customer won’t be able to pass up. These deals may include an earring and necklace set, or a trio set (earrings, necklace, and rings). Be sure to include the price for the set as well as the price for each piece separately. If you’re selling the set for $29, and want the set to look more appealing, write something like “Or, purchase one for $18!”. That alone sounds like a good deal, doesn’t it?

It’s also best to do your research and try to get some inspiration from already established dropshipping websites. 

How to build an online jewellery store from scratch

How to build an online jewellery store and sell jewellery online from scratch
How to build an online jewellery store and sell jewellery online from scratch

It’s easier than ever to build and launch an online store to sell jewellery. Once you have a product and a supplier, you can use one of the following tools to start building your store. All of these tools allow you to either build an online jewellery store from scratch, or add eCommerce capabilities to your existing website.

  • Shopify: Shopify is a complete ecommerce solution that allows you to set-up your online store with all the features you need to get you up and running in no time.
  • BigCommerce: BigCommerce is an online store builder (hosted shopping cart software) that allows you to do everything yourself, including add products, upload photos, process orders, create pages, create discount coupons, and more.
  • WooCommerce: WooCommerce is essentially a WordPress plugin that allows you to add ecommerce functions and features to your own site.

When setting up a online store for jewellery, style is very important. You want the website to reflect your brand and its messaging. If you’re selling fine jewellery, you want to use a sharp, clean, modern design with slick product photographs.

If you’re selling handcrafted jewellery, you want it to appear more laid-back and bohemian. Think about your audience and customers when designing your website and, if you can afford it, pay for the services of a professional web and graphic designer.

You should also consider offering a range of payment options on your site, including credit card, Paypal, Stripe, and Afterpay. Most of these can be added easily using any of the software above.

Step 4: Pricing your Jewellery

One of the toughest decisions you’ll have to make: pricing your jewellery. A good rule of thumb to follow when starting out is to start with four times your material cost and packaging.

Most consignment or wholesale opportunities take up 40 to 60 percent of your retail cost. By starting your base price at 4 times your materials cost will keep you from working for free (or worse, losing money).

Think about whether or not you’re going to charge customers for shipping, too. If so, be sure to add in how much it’ll cost them before they abandon their cart at checkout.

Other questions to ask:

Will you accept returns? What about refunds? What will you do if your jewellery breaks before your customer gets it? Have a backup plan in mind for freak accidents, and you’ll be good to go.

Step 5: Scale & diversify through the best places to sell jewellery online


Etsy is the darling of the arts and crafts retail world. It’s the most established and popular eCommerce platform for handcrafted goods. That’s largely because it was the first major breakaway from the likes of eBay and Amazon. It claims to have close to 54 million registered users, 20 million active buyers, and 1.4 million sellers. This was back in 2014, though, so those numbers are likely to have increased. While Etsy looks and feels like a niche platform – the online version of your weekend craft market – it’s really a massive retail force.

Jewellery is perfect for the Etsy platform, especially if you can source or create something unique. You’ll be competing with thousands of other sellers, so you need to do everything you can to stand out. Just be aware of the $0.20 USD listing fee per item, which can add up quickly if you’ve got a large inventory. There’s also a 5% transaction fee.

Ruby Lane

Ruby Lane is an online marketplace devoted to antiques, art, vintage collectibles and jewellery. It’s the perfect place to sell jewellery online. While Ruby Lane is smaller than places like Etsy and eBay, it has a much more targeted customer base. And besides, Ruby Lane claims to have 1.1 million unique visitors per month, which is a lot more than you’ll get coming through your doors in a traditional retail store. Ruby Lane is also more “high brow” than its competitors, which means you could have more success selling high-end fine jewellery.

Most of Ruby Lane’s users (85%) are women aged over 40, which also happens to be a demographic with disposable income to spend on jewellery. While there’s no commission, Ruby Lane charges $0.19 per listing and a tiered “maintenance” fee that ranges from $69 a month for small sellers, to $0.01 per item for major sellers. There’s also a one-off $100 set-up cost.

Wrapping It All Together

We’ve talked about why you should sell jewellery online, how to do it correctly, what to avoid when selling products, and even gave you a few wholesale jewellery suppliers to get started.

I’m afraid that it’s now time for us to part ways. Before we do though, let’s go over some of the most important details when it comes to selling jewellery online.

  • Create your own jewellery niche. Without a specific niche, your online store might be a flop.
  • Jewellery is a consumer product; it knows no boundaries! Jewellery appeals to both men and women no matter their age (or culture).
  • Create deals your customer won’t be able to pass up. These deals may include an earring and necklace set, or a trio set (earrings, necklace, and rings).
  • Stay away from fake products. It’s as simple as that.
  • Stay consistent when it comes to sharing posts on social media.
  • Provide detailed information to your customers. What they’re getting, if they have to pay for shipping, etc. This will help both you and your customer a lot.

Go forth and Sell Jewellery Online!

Now it’s time for you to spread your wings and fly! Or at least, spread your wings and create a kick-ass jewellery store. Have fun and sell jewellery online now!

For more information or assistance in setting up your online store, or help marketing it get in touch here.

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