How to Start Selling Jewellery Online in 2023


How to Start Selling Jewellery Online in 2023

In times where virtual connections are more frequent than physical ones, retail eCommerce has paved the way for customers to discover brands that wouldn’t have been mapped otherwise.

Case in point: the online jewellery market. 

According to the latest market forecast by Technavio, its size is expected to increase by USD 27.19 billion, progressing at a CAGR of 15.39 % from 2022 to 2026, which means that this expansive market has the goldmine of opportunities for all jewellery retailers to win over a legion of loyal customers. 

The key factors attributing to the online jewellery market growth are omnichannel strategy, product line innovation, technology integration, and new digital payment tools, to name a few.

Although buying and selling jewellery online is more than hype, how exactly do you bring your brand to the fore? Our guide will show you how to get started in no time with your entrepreneurial journey of selling jewellery online.  

Identify the Type of Jewellery you Want to Sell

Knowing that the market is crowded, identifying a niche would be the most impactful step in selling jewellery online. And it isn’t just about what you are going to sell. It also covers who you are going to sell to and how you are going to sell.

The general categories of your online jewellery store can be:

  • Affordable fashion jewellery
  • Body jewellery
  • Handcrafted jewellery
  • Fine jewellery
  • Vintage jewellery
  • Fair trade jewellery

The key here is to distinguish yourself with a unique value proposition that also sits well with customers who should be willing to buy your products. 

Take a look at Agmes.


This handmade jewellery brand is built around its commitment to sustainable practices, recycling, and less mindless consumption.

Easier said than done, since there will be plenty of brands selling similar products. That’s why it is crucial to check out the competitors in the niche market you are leaning towards. The competitor analysis will help you pick the areas you can do better than the others.

Some foolproof ways to find a lucrative niche while selling jewellery online:

  • Consult the Google keyword research tool and see if people are searching for your niche products or otherwise.
  • Run surveys and get opinions from people on social media forums.
  • Go to Google Alerts and punch in your niche keywords to get up-to-date trend alerts.
  • Bookmark leading jewellery blogs to discover upcoming jewellery trends.
  • Leverage Google trends to view if the trend of a niche is increasing or decreasing in the search range of 2004-present.

Here’s an example of a stable niche, rose gold jewellery, in Google trends

Google Trends

Despite the occasional dips, the search volume is pretty steady for most of the part. 

In contrast, if the trend shows the sharp increase followed by a drastic dip with virtually zero searches, it indicates a fad. Which means it’s not a profitable niche for an online business.

Find the Right Manufacturers

While it deems exciting to create your own designs and sell them online, for some entrepreneurs it takes a lot of time and effort to scale faster.

In such a case, a more practical approach is collaborating with reliable manufacturers who can produce the jewellery based on your illustrations. Or you may also buy ready-made jewellery from wholesale suppliers.

Another option is the dropshipping model, where a third-party supplier holds the responsibility of packaging, storing, and shipping the inventory while you have to manage other aspects of the business, such as the website, customer support, etc. 

Any which ways, the quality of your products relies heavily on the suppliers you choose while selling jewellery online. And online resources and directories are your best bet to vet and find reliable vendors based on your location. 

All you have to do is search for suppliers for online marketplaces such as AliExpress, Alibaba, Amazon, etc. Salehoo is another platform to connect to a global network of trusted wholesalers and suppliers.

Decide the Location of the Online Store

Digital real estate is a vast place comprising a variety of platforms to showcase your jewellery brand. 

Following are the places you can set up your store.

Build Your Own Website 

The best way to set up an online jewellery store is to use third-party eCommerce platforms and build an autonomous website. This way, you can offer a convenient and consistent shopping journey to the customers. Thanks to Shopify, WooCommerce, or Squarespace, even a non-tech-savvy person can now create a website from scratch.

The must-have features for your jewellery website are:

  • Robust product catalogue & product management software.
  • 360-degree video of the jewellery pieces.
  • Captivating product descriptions.


  • High-definition photography of actual products from various angles.


  • Compelling Call-to-Action.


  • Product testimonials with pictures.
  • Styling tips on how to wear the jewellery piece. 


  • Secure payment method.
  • Well-sorted search bar.


  • Hassle-free checkout.
  • Terms and conditions.

Set up a Store on Ecommerce Marketplaces

Alternatively, you can make selling jewellery online a lot faster using  existing third-party online marketplaces like Amazon, Amazon Handmade, Flipkart, eBay, Etsy, or other niche marketplaces like ArtFire, OpenSky, Ruby Lane, etc. 

The most significant advantage of such platforms is that they’ve already done the legwork to establish their brand and customer base. By registering as a seller and paying the listing fees, you can immediately start listing your products.

However, unlike your independent store, selling on marketplaces is complicated as there are conditions on seller commissions, strict compliance with standards, and minimum stock. 

Sell on Social Media 

Besides promoting your products, social media platforms like Instagram can help you in selling jewellery online and converting casual followers into buying customers. You can enable buying directly from the app by uploading your products onto Instagram Shop and setting up a check-out or by using link-in-bio tools like Likeshop.


Move Forward with Marketing

You could have the most bewitching jewellery pieces on your online store, but if you’re not bringing your A-game when promoting them, you will not attract the attention of your target audience. 

The need of the hour is to build a high-impact marketing plan that spans multiple platforms, also called omnichannel marketing. Here’s your marketing blueprint for building a meaningful online presence.

  • Build social media presence.
  • Launch an engaging email newsletter.
  • Write search engine optimised content that communicates authority.
  • Offer loyalty incentives.
  • Run paid media advertising campaigns.
  • Rope in influencers to build brand awareness. 

Pro Tips on Shipping While Selling Jewellery Online 

A reliable shipping network is a spoke that strongly supports the wheel of your online store. In addition, timely deliveries will help you drive sales and build customer trust. 

As most of the products you are shipping will be high-value, they must be packaged and handled in a manner that ensures protection against breakage or loss.

Here’s how:

  • Boxes and bags carrying the jewellery products must be wrapped and sealed properly with the help of foam inserts to avoid excessive movement.
  • Plan day-definite shipping to have a better chance of delivering the package when the customer is at the delivery address.
  • Ensure to mandate signature confirmation at the delivery.
  • Refrain from disclosing the package content unless necessary.
  • Add shipping insurance to cover incidents like damage, loss, or theft.

However, if you find shipping a challenging aspect when selling jewellery online, that’s fine because it definitely is. But like all other elements, it is vital to maintaining the health of your online store and the success of your business. That's why you need to choose the best shipping partner for your eCommerce business.

If you'd like to discuss how PACK & SEND partners with eCommerce brands to streamline their order fulfilment and shipping services, please speak with our team of consultants now.

Image Sources: Agmesnyc, Google trends, Mejuri, Bluenile, Missoma, Gorjana, Websitebuilderexpert

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