How to Sell Jewelry Online: 5 Simple Steps

by Stanley Nieh


Jewelry is a perpetual form of self-expression. 

Apart from helping you show your creative side, it also embellishes your appearance. 

With so much demand, it isn’t surprising that the global value of the jewelry market is expected to reach 307 billion US dollars by 2026.  

If you also want a piece of this lucrative industry, then you’re at the right place. 

Starting an online jewelry business may sound daunting, but that’s only the case if you don’t have a plan. 

From marketing to setting up an online store, we’ll discuss everything there is to know about how to sell jewelry online. 

Let’s get started! 

How to Sell Jewelry Online

Why You Should Sell Jewelry Online? 

If being a billion-dollar market wasn’t a reason enough, then did you know that more than 29 million people purchase jewelry every day in the U.S. alone?

That’s because it’s a consumer product and depending on your creativity, there’s always room for improvement and new variety. 

Dozens of mediums including diamonds, gemstones, beads, and shells can be used to make necklaces, bracelets, rings, anklets, and a vast variety of other products. 

It also appeals to all kinds of audiences, regardless of age or culture so you can always find buyers, especially if your jewelry is unique and authentic. 

If all of this is making your head spin, then, in a nutshell, the biggest reason to sell jewelry online is simply that the possibilities are endless. 

5 Trending Online Jewelry Categories to Maximize Your Profits 

The jewelry market is crowded and has a ton of competition. That’s why the first step of starting your online jewelry business is to identify the niche you want to focus on. 

As we said above, the possibilities are endless, but most jewelry stores fall into one of the following categories: 

Trending Jewelry

1) Handmade Jewelry

This jewelry is normally made by independent designers who work on platforms like Etsy or Amazon Handmade

Its size, color, and material can be uniquely customized according to the demand of the customers. 

As you probably guessed, the biggest drawback of this category is that it takes time to produce each piece. 

That’s why we won’t recommend sourcing handmade jewelry from a third-party manufacturer either. 

And if you’re planning to become a millionaire by selling jewelry alone, then this probably isn’t the right category. 

With that said, you can still make a decent amount of profit by selling handmade jewelry because bespoke designs allow you to charge a higher price. 

2) Affordable Jewelry

This is one of the most popular categories that you also often see being sold online. 

It usually includes rings, bracelets, necklaces, and maybe anklets that come and go out of fashion pretty quickly. 

These pieces are generally lower in quality and don’t last that long. But the reason they sell is their low price point. 

They’re perfect for people who want to make a statement by displaying their unique fashion sense. 

You’d often see online influencers on platforms like Instagram and TikTok wearing them. 

This jewelry is made from imitation metals (i.e. brass instead of gold) or more affordable gemstones (i.e. cubic zirconia rather than diamond). 

The general price tag of these pieces starts from $5 and should be no more than $100 if it has a relatively good quality. 

These items are mostly mass-produced because, unlike high ticket products, your profit here depends on the number of units you sell.

3) Fine Jewelry 

Moving onto the big guns – this is the luxurious jewelry niche which includes exquisite gemstones and precious metals. 

These pieces become a family heirloom and are passed down generations. As expected, they come at a high price point and most of the shoppers only make a few purchases in their lives.

Starting a business in this category requires a tremendous amount of money and exceptional craftsmanship. 

People also purchase fine jewelry as an investment because its value usually increases over time. 

The most common examples of fine jewelry are diamond rings which are purchased on engagements, weddings, and other special occasions. 


4) Body Jewelry 

Body jewelry is more commonly known as piercings. It is an adornment that is attached to a part of your body. 

The most common body jewelry consists of the ear, nose tongue, and belly button rings. 

Piercings are usually crafted using precious metals because imitation metals can cause potential allergic reactions. 

They come in different sizes and material variations which influence the cost. 

Aside from acting as a new layer of style, people have also started to use piercings as a form of self-expression. 

Overall, the popularity of piercings has significantly grown over the years making body jewelry a great category for online businesses.

5) Plated Jewelry 

As we know, not everyone can afford to purchase fine jewelry. The idea behind plated jewelry is to combine the best of both worlds. 

These items are made from imitation metals which are then coated with a layer of precious metals. 

This offers customers the perfect mix between affordability and luxury. 

The biggest drawback of plated jewelry, however, is that the coating of the precious metal fades over time. 

One of the most common examples of plated jewelry is sterling silver or nickel coated with gold or pure silver. 

The most important thing while selling plated jewelry ensuring that your manufacturer is trustable. 

The most common scam in this category is that manufacturers may deceive buyers by coating the jewelry with lead. 

You also need to be transparent with potential buyers by letting them know that the jewelry is only plated. 

5 Steps to Start Selling Jewelry Online

There are plenty of tutorials that can teach you how to create an online store. 

But the most important thing is to set yourself apart from the competition.

You can follow these 5 steps to build a solid foundation and start your online jewelry business. 

Steps on how to sell jewelry online

Step 1: Conduct an In-Depth Market Analysis

As of 2022, there are more than 50,000 jewelry businesses in the U.S. If you factor in other countries, then you can only imagine the kind of competition that is waiting for you.

That’s why, rather than jumping into creating a jewelry store right off the bat, the first step is research. Here are a couple of things you need to consider during this phase: 

Analyze Your Competitors 

Take your time to learn and take inspiration from other successful jewelry businesses. Keenly go through their marketing strategies and the type of products they’re selling. 

Determine what sets them apart and what they’re doing differently than thousands of other jewelers in the market. After that, you need to figure out how your brand will differ.

Decide the Type of Jewelry

While conducting a market survey, you also need to decide the type of jewelry you want to sell. 

Do you plan on going for handmade, body, plated, or affordable fashion jewelry – or perhaps a mix of these categories? 

If you want to start big and have the investment then you can also consider launching a fine jewelry brand. But this is risky and we wouldn’t recommend it for beginners. 

Run Surveys and Look at Trends

Aside from studying your competitors, the market analysis also includes learning what customers are actually looking for. You can do that by conducting surveys in different social media groups and forums. 

Similarly, you can also find plenty of tools like Google Trends that can share insights about the type of jewelry people are talking about nowadays. 

Step 2: Pick a Platform for Your Jewelry Store 

There are dozens of platforms nowadays to build an eCommerce store. One of the most popular among them is Shopify because of how easy it is to set up

But of course, there are plenty of other Shopify alternatives like WooCommerce, Adobe Commerce, PrestaShop, and so on. 

Each platform comes with its own pros and cons. For example, Adobe Commerce isn’t beginner-friendly, but it offers advanced customization features and is highly scalable. 

Although if you’re primarily planning to dropship jewelry then we’d recommend sticking to Shopify or WooCommerce. Both of these platforms are not only easy to use but also beginner-friendly. 

Lastly, if you don’t want to go through the hassle of creating an online store from scratch then you can simply sell on an online marketplace

We’ll talk more about which marketplaces are best to sell online jewelry in a later part of this guide.  

Step 3: Create a Feature Wishlist

If you’re unable to choose an eCommerce platform, then another way to decide is by thinking about the features you want to see on your site. 

All you have to do is browse other eCommerce sites; they don’t necessarily have to be related to jewelry, and create a list of features you like.

Once you’ve made your feature wishlist, review different platforms to see which one matches your criteria. Some of the common features that your site should include are: 

  • Multichannel integration
  • Mobile responsiveness 
  • Coupons and promos
  • Live chat for quick support
  • Video content uploads 

Another feature you can add to a jewelry site is to allow customers to create bespoke designs for which they can directly place an order.

But of course, this primarily depends if you do allow customizations, to begin with. 

Feature Wishlist

Step 4: Find a Reliable Jewelry Supplier 

Creating your own line of products can be highly time-consuming and risky in case you don’t get sales. The better option is to get the help of a third-party manufacturer. So here are some common ways to find a jewelry supplier

Online Marketplaces

The majority of the ecommerce business owners source their products from China because the country has the world’s largest manufacturing sector

It’s also easy to find jewelry manufacturers there as well. One way to connect with them is by hopping onto marketplaces like Alibaba

Just search for the “jewelry” keyword on the site and filter the suppliers according to the highest rating. If you like their products then place a sample order to test the quality and shipping time. 

But keep in mind that Alibaba is a B2B platform so merchants only sell products there in bulk. If you’re planning to dropship jewelry then AliExpress would be the better choice as the sellers there normally don’t have an MOQ

Sourcing Companies 

If you don’t want to go through the hassle of finding a supplier on an online marketplace, then another method is to get the assistance of a professional sourcing service.  

This would eliminate most of your work because a reliable company would always make sure that all the products go through strict quality inspection before they’re delivered to you or your customers. 

It will also enable you to focus more on the growth of your jewelry brand because you wouldn’t have to constantly worry about sourcing products and dealing with suppliers. 

Search Engines 

Another way to look for a supplier is imply hopping onto a search engine like Google and typing “jewelry supplier + your country/area”. 

You’re bound to get at least a handful of results. Keep in mind that the top suppliers might charge a hefty price as well. 

Most of the time they’re also sourcing products from another supplier and are only on top because of paid ad campaigns and good marketing. 

So what you want to do is to scroll the page and explore your options. It might even be worth going to the second or the third page of Google. 


Step 5: Set the Price of Your Jewelry 

The toughest decision for your business would be to set the price of your jewelry. 

This also has a lot to do with the previous step, because your sourcing price will ultimately determine your final price. 

The pricing of your products also has a lot to do with your business model. For example, if you’re doing dropshipping, then the suggested profit margin is 10-20%

Just don’t try overpricing your jewelry at the beginning. It’s worth taking a look at the pricing of other competitors before setting your own. 

You also need to decide whether the shipping fee would be included in the pricing or charged separately. 

The Basics of Marketing an Online Jewelry Store 

Creating a jewelry store is just one side of the coin. The other is to learn how you effectively market it. Let’s go over some strategies to help you market your online jewelry store. 

1) Learn How to Make a Good Product Page 

Your product page directly represents your brand. No matter how amazing your market is, all your customers will view your product page at some point before checking out. So here are the essentials of designing a good product page. 

Captivating Product Descriptions

The descriptions play a crucial role in helping customers decide whether they want to purchase a product or not. 

The general rule while writing product descriptions is to provide as much information as you can, while using as few words as possible. 

Avoid overwhelming your buyers with long paragraphs. Instead, keep the text concise and persuasive. Make sure that the description is discussing everything about the jewelry such as its material, weight, and size. 

Don’t forget that customers cannot personally inspect the product, so provide enough design details that they can visualize the product even without looking at the images. 

Attractive Product Images 

Product images are like the foundation of your product page. They show the customers exactly what they’re about to purchase. 

Try taking product photographs from all different angles. Use backdrops in contrast to the color palette of the jewelry and most importantly, capture the pictures with a high-quality camera and under adequate lighting. 

Keep in mind that the higher the quality of your product photographs, the greater the chances of converting traffic into sales. 

Offer Product Recommendations

Have you ever noticed how big marketplaces like Amazon give suggestions for relevant products to their customers? Well, that’s also a form of marketing strategy. 

Sometimes customers view a product that doesn’t have the features they’re looking for. 

Offering recommendations can significantly help you increase your chances of conversion by taking the customers to a page where they can find just the type of product they need.

2) Build a Recognizable Social Media Presence  

Social media has become a necessity for almost every business owner nowadays. It’s a powerful tool that helps you connect with billions of people around the globe. 

Most people think that they can only promote finished products on social media, but that isn’t always the case. If you’re planning to sell handmade products then don’t hesitate to post in-progress pictures of your items. 

We recommend taking a few shots on each step and then uploading all of them one by one on social media as it will work as great visual content. 

In addition, it will also generate curiosity among your audience and increase engagement on your posts. 

You can also run social media campaigns in which you will provide promos to customers who post pictures wearing the jewelry they’ve purchased from you. 

These types of marketing campaigns would be more effective on video-sharing platforms like TikTok. 

Social Media

3) Run Paid Advertising Campaigns 

Depending on the platform you’re using and your target audience, running paid advertising campaigns is one of the fastest ways to increase traffic. 

Some of the most common campaigns that people run are Google and Facebook Ads.

But don’t forget that you need to be careful while running ad campaigns because they are incredibly expensive. On top of that, the traffic these ads bring doesn’t guarantee conversions. 

That is the reason why you need to know your target audience. Even in the jewelry niche, different kinds of products appeal to different age groups.

For example, if you’re selling fine jewelry, your target audience should be at least in their late 30s. The reason for that is simply the price point of the product. 

Most people in their 20s don’t earn enough to spend on such luxurious items so your goal while running ad campaigns is to filter out irrelevant traffic. 

4) Focus on SEO and Develop a Content Marketing Strategy 

There are multiple ways to improve the SEO of your site if you want to rank higher on the SERPs. One of the most common is to simply create a blog. 

Blogging is a great way to gain more organic traffic to your site. But you might be wondering what you should include in the blog? Well, it can be anything related to jewelry. 

You can make posts about different gemstones, identifying original precious metals, or anything relevant to your niche. Although blogging takes a few months to bring results, it’s the best marketing strategy a business can use. 

And if you want to connect with your audience outside of social media, then consider creating an email list to send discount offers, information about different products, and much more to your subscribers.

All in all, it wouldn’t be an overstatement to say that email marketing is still one of the most powerful tools a marketer can use. 


5) Market Your Jewelry with the Help of Influencers

Fashion trends are always started by influencers and celebrities. 

Since jewelry is a part of the fashion industry, it’s only natural that you want to fully leverage the power of influencer marketing.

Instagram is one of the most common platforms for influencer shoutouts, with TikTok coming right behind it. Just try finding an influencer who is known for their fashion sense.

This would help you generate more relevant traffic because the people following these influencers are also usually fashionistas who are always on the hunt for new accessories. 

What Are the Best Platforms to Sell Jewelry Online?

Creating an online jewelry store from scratch and then marketing it on the SERPs requires a lot of commitment. 

If you want to skip the hassle and directly connect with an existing audience, then consider selling on the following marketplaces: 

1) Etsy

If your business model revolves around selling handmade or vintage jewelry then you simply can’t go wrong with Etsy. 

With over 90 million buyers, this is the perfect platform for people who want to turn their hobbies into an income. 

Signing up on Etsy is completely free, but their onboarding process usually takes up to 5 days. 

Plus, they charge 6.5% of the total order amount and $0.20 for each item you add to the listings. 

All the transaction fees make Etsy an unsuitable option for large businesses. Even for dropshipping, we would recommend Shopify over Etsy any day of the week. 


2) Amazon Handmade

Launched in 2015, Amazon Handmade is pretty similar to Etsy as it’s also a platform solely for people who want to sell handmade goods. 

The production method of every artisan is audited by Amazon Handmade to ensure that all the goods are crafted by hand. 

The biggest advantage of selling on Amazon Handmade is its low competition due to its strict screening process. But just like Etsy, it’s difficult to scale an Amazon Handmade business. 

They also charge a 15% referral fee per sale with a minimum of $1 per item and have a professional selling plan that costs $39.99 but only artisans selling more than 40 items have to buy it. 

Amazon Handmade

3) Facebook Marketplace

Facebook Marketplace is a great medium to sell jewelry online. It has more than 800 million users so as long as you’re offering good designs, you will find buyers sooner or later. 

The thing we love the most about Facebook Marketplace is that it’s completely free to use and there’s no transaction fee either! 

But we do recommend creating a professional Facebook page to avoid looking like a scammer. 


4) eBay

eBay is one of the largest C2C marketplaces in the world. Users can list products on the site that potential buyers can bid for. 

These auction-style listings on the platform make it easier for people to sell vintage and antique jewelry at a high price. 

Aside from that, you can also sell other jewelry types on the site since the platform also facilitates B2C dealings. 


5) Bonanza

Although not as big as other marketplaces, Bonanza is quickly becoming a popular platform to sell jewelry online. 

Do a quick search on the site and you’ll get more than 45,000 results for the keyword “handcraft jewelry”. 

The platform is also completely free to use and they also charge a low 3.5% commission on each sale – which is much better than other platforms. 


Tips to Run a Successful Jewelry Business Online

You now have all the knowledge you need to sell jewelry online. 

But here are a few more tips you can implement to successfully keep your jewelry store up and running. 

1) Sell Authentic Products

Customers can easily be deceived while purchasing jewelry online because they cannot personally inspect it. 

Selling fake products may earn you a few bucks, but in the long run, it will only ruin your customer base and lead you towards bankruptcy. 

So many stores are already selling counterfeit jewelry that selling authentic products alone can help you stand out. 

This is why you have to be as transparent as possible with your customers. And always check the reviews before you start working with a third-party manufacturer. 

2) Create a Unique Selling Point

The perceived value of jewelry can be increased if it’s associated with a reputable brand. 

If you want to increase your margin, then building a brand needs to be your goal. 

The first thing is to create a unique selling point. Give your customers a reason to trust you over other brands. 

This can only be done by defining your values and constantly delivering top-notch products.

Unique Selling Point

3) Stay Consistent with Marketing

No matter how great your marketing strategy is, you won’t see results until you stay consistent. 

That’s why make sure that you’re posting almost daily on your page. And don’t worry, you don’t have to sit in front of your computer all day. 

Most social media platforms have a scheduling feature. All you have to do is create a few posts in advance that you can schedule to publish at certain times. 

This will not only make collaboration with your team easier, but you’ll also be able to stay consistent by preparing in advance. 

4) Clearly Define Your Policies 

All famous brands at least offer some sort of warranty to their customers. When selling jewelry online, this becomes even more important because of how easily the customers can be deceived.  

One way to earn the trust of potential customers is by defining clear refund and return policies from day one. Try providing quick support and resolving their issues as promptly as you can. 

This might be a bit difficult while dropshipping. So talk to your supplier beforehand and be on the same page with them regarding refund and return policies. 

5) Take Feedback from Your Audience 

Lastly, take constant feedback from your audience. 

You can directly connect with them after each purchase to ask about their experience. 

Sometimes customers receive a bad product and they won’t complain but just silently decide not to shop again. 

Following up after the order is fulfilled will keep you updated with the jewelry quality your supplier is providing. 

Plus, it also helps you create a better relationship with your customers and also improves brand loyalty. 


FAQs about Selling Jewelry Online

Is It Profitable to Sell Jewelry Online? 

The profit of your online jewelry business mainly depends on the following factors: 

  • The authenticity of the product
  • Number of creative and unique designs
  • Your marketing strategy

If you can get these 3 things right, then an online jewelry business can yield you a ton of money. 

What Types of Jewelry Should I Sell Online?

You can sell almost any kind of jewelry online, but some of the most common types include: 

  • Affordable Jewelry 
  • Body Jewelry
  • Fine Jewelry
  • Plated Jewelry 
  • Handmade Jewelry 

Is It Possible to Dropship Jewelry? 

Yes, you can easily dropship jewelry because it’s small in size, and the market demand is high. The only thing you need to do is find a reliable jewelry supplier. 

Is It Better to Sell Jewelry through Marketplaces? 

The answer to this depends on your business goals, budget, and experience. 

If you’re a beginner, then selling jewelry through marketplaces would be better because you won’t have to make as much effort into marketing.

However, if you’re an experienced online seller, then consider creating your own site because it would give you more freedom and control over your brand. 

How to Grow a Jewelry Business? 

The perceived value of jewelry is easy to increase if you attach the name of a reputable brand to it.  

This means that if you want to grow your jewelry business then your main focus should be on building a brand. 

Start by finding a private label service that can help you design customized jewelry products in your own attractive packaging. 

What Is the Best Place to Sell Handmade Jewelry? 

With more than 90 million buyers, Etsy is unarguably one of the best platforms to sell handmade jewelry. After that comes Amazon Handmade as a close alternative. 

Final Thoughts

Anyone can launch an online jewelry store, but to make it successful is an entirely different story. 

It requires careful planning, a solid marketing strategy, and of course, the assistance of a reliable supplier. 

Rather than juggling all these responsibilities on your own, why not leave product sourcing in the hands of professionals? 

NicheDropshipping can source and private label your products to help you grow and enable you to effortlessly manage your jewelry brand. 

So get in touch with us today to learn more about how our services can help you build your jewelry business. 

About the Author

stanley nieh ceo


Over 10 years of experience in foreign trade
Helped 2k+ customers improve their dropshipping businesses

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