Sell Jewelry Online: Getting Started

Table of Contents

Illustration of a merchant's cart with jewelry displayed on it with the word Tailwind in white.

Dazzling gems and captivating designs might speak for themselves in a boutique, but selling jewelry online requires a different kind of sparkle — one that shines through the crowded digital marketplace. 

As more consumers flock to online stores for their next cherished piece, the art of presenting, promoting, and selling jewelry on the web has become a craft in its own right. 

So if you are thinking about starting your first online jewelry store, this post is for you. 

Understanding the Basics of Selling Jewelry Online

Choosing the Type of Jewelry to Sell

When starting an online jewelry business, it’s essential to choose the type of jewelry you want to sell. You can sell handmade jewelry, vintage jewelry, or fine jewelry. 

Each type of jewelry has its target market. For example, handmade jewelry is perfect for those who prefer unique and one-of-a-kind pieces, while fine jewelry is for those who want high-quality and expensive pieces.

Read more about Kenna McCall and her eco-friendly jewelry niche

Determining the Quality and Value

You need to ensure that the jewelry you sell is of high quality and is worth its price. 

Some factors that affect the quality and value of jewelry include the type of metal used, the type of gemstone, and the craftsmanship.

To determine the quality and value of the jewelry, you need to research the market and compare prices. 

  • If you are selling tourmaline jewelry, like Vermilion, you might want to search Etsy for similar tourmaline pieces and take note of the cost and shipping speeds, as well as the prices of similar items.
  • Start putting the relevant keywords in Google and check both paid and organic results. 
  • Snoop around Instagram and notice what the influencers are promoting.
  • You can also use various ecommerce spy tools, all depending on your initial budget. 

You could also identify the factors that make your pieces unique and plan to lean into messaging about those things. 

Understanding Your Brand

Your brand is what sets you apart from your competitors. It’s what makes your online jewelry business unique. You need to understand your brand and what it stands for.

You will need to choose between selling fewer, more quality (possibly handmade) pieces that can be priced higher or dropshipping $0.50-per-piece stuff from AliExpress or other budget-conscious suppliers. 

If you would like your store to grow into a valuable brand, carefully consider how you approach product sourcing. While buying from AliExpress can seem like an easy fix, it might lead to poor product quality and long delivery times. 

Make sure that you are delivering good products that you are proud to put your brand name on and stand by it. In many DTC niches, brand is the main differentiating factor. 

Setting Up Your Online Jewelry Store

Here are some key factors to consider when setting up your online jewelry store:

Choosing the Right Platform

Some popular options to consider include Shopify and Etsy. These platforms offer templates and themes that can help you create a professional-looking online storefront. 

You’ll also want to consider the fees associated with each platform as well as any additional features or services they offer.

The core difference is that Shopify is an online-shop platform while Etsy is a marketplace. 

Tailwind has  plenty of resources to get you started in both:

Designing Your Store

Choose a design that reflects your brand and appeals to your target audience. Use high-quality images and videos to showcase your products, and make sure your store is easy to navigate.

Do not spend too much time on your first store design. The main goal here is to start selling. You will be tweaking and A/B testing for as long as your store will exist, so no need to do everything on day 0.

Creating a Brand Identity

Creating a brand identity is crucial for any online business, including an online jewelry store. 

Your brand identity should reflect your values and mission and should be consistent across all of your marketing materials. 

Create a logo, choose a color scheme, and develop a brand voice that resonates with your target audience.

For example, Vermilion’s brand is “uncommon, atmospheric and wearable fine jewelry.” 

The site conveys those ideas strongly with imagery and copy.

Screenshot from Vermilion website featuring a photo of the creator and the story of the company. has a different look and feel that matches its brand values – promoting positivity and kindness and making a meaningful impact. 

Screenshot from Boho Betty website featuring a closeup of a woman wearing necklaces and bracelets.

The Importance of Social Proof

Social proof is a powerful tool for building trust with potential customers. You can use customer reviews, testimonials, and social media posts to showcase the quality of your products and the level of customer service you provide. 

Freshie & Zero has a Story Highlight featuring testimonials. Five stars and the phrase “Love it!!!” in speech bubbles on the cover are a great way to communicate that customers are happy — even if they don’t scroll through the Highlights.

Make sure to feature social proof prominently on your website and in your marketing materials.

Listing and Pricing Your Jewelry

When it comes to selling jewelry online, creating detailed listings, setting competitive prices, and using high-quality images are crucial for attracting potential buyers. 

Creating Detailed Listings

When creating a listing for your jewelry, make sure to include as much detail as possible. 

This includes the size, model, and any other important information about the piece. Be sure to also write a detailed product description that accurately describes the item and its features.

Using bullet points or tables can also make it easier for potential buyers to quickly scan and understand the details of the piece. 

Additionally, be sure to include any relevant information about the materials used, such as the type of metal or gemstones.

Setting Competitive Prices

Research similar items on the market to get an idea of what price range is appropriate for your piece.

Consider factors such as the materials used, the level of craftsmanship, and the rarity of the piece when setting your price. 

Don’t forget to also factor in any additional costs such as shipping or handling fees.

Not sure where to look? Search for handmade jewelry on social networks and follow the links to their pricing pages.

Using High-Quality Images

Make sure to take clear, high-quality, well-lit photos that accurately represent the piece.

Using a white or neutral background can help the piece stand out and make it easier for potential buyers to see the details. 

Include multiple angles and close-up shots to give buyers a better idea of what the piece looks like in person.

Inventory and Shipping Management

As you begin to sell jewelry online, it’s important to have a solid inventory and shipping management system in place. 

You might be interested in Etsy Inventory Management.

Managing Your Inventory

Use a spreadsheet or inventory management software (Shopify can help with that) to keep track of your stock levels, and set up alerts to notify you when it’s time to restock.

Consider the storage costs associated with keeping your inventory on hand. If you have limited space, you may want to consider dropshipping or working with a third-party fulfillment center to store and ship your products.

If you are ordering from somewhere, make sure to check how quickly the order arrives to the client or to your inventory. 

People are not keen on waiting one month for their bracelets. 

Handling Orders and Shipping

When you receive an order, it’s important to act quickly to fulfill it. Use shipping label software to generate shipping labels and track packages. 

Be sure to communicate with your customers throughout the shipping process, providing them with tracking information and estimated delivery dates.

Consider offering free shipping for orders over a certain amount to incentivize customers to purchase more items. You can also offer expedited shipping options for an additional fee.

Note: the inventory and shipping setup is very individual and heavily depends on the platform setup and tools that you will be using. So, take these sections more like an overall guidance. 

Providing Excellent Customer Support

Customer support is key to building a loyal customer base (that will come back for more orders!). 

Respond to customer inquiries promptly and professionally, and be sure to address any issues that arise. Consider offering a satisfaction guarantee to give customers peace of mind when making a purchase.

Remember that shipping rates and logistics can vary depending on the carrier and location. Do your research to find the most cost-effective shipping options for your business. 

Promoting Your Online Jewelry Business

So now you have a basic structure of your store. Well, that was the easy part. It is time to get some eyeballs on your page and see if anybody actually wants to buy what you are selling. 

While we briefly cover the main topics below, you might want to bookmark our in-depth guide on jewelry marketing plans

Utilizing Social Media

By creating social media profiles on platforms such as TikTok, Instagram and Facebook, you can showcase your jewelry and connect with potential customers. 

Take a look at the Sunshine Club’s Instagram Story about one of the company’s workshops. The post reinforces the overall look and feel of the brand:

Screenshot of The Sunshine Club's jewelry-making workshop on their instagram page.


S.J. Cranford Jewelry’s post showing part of the silver wire making process is also closely aligned with its brand’s value points from its Instagram description:

You can see Samantha-Jane making silver jewelry and get a better glimpse into the time involved. 

Screenshot of Instagram description of S.J. Crawford jewelry
Screenshot of a photo of the creator making jewelry from s.j.crawford jewelry's instagram


Finally, DeviCollective uses its Retailer’s highlights to showcase its work. The brand value of ethically-made jewelry comes through via the use of a plain board for the retail display: 

Screenshot from DeviCollective's instagram account showing a photo of their jewelry on display at Earth Goddess Shop Retailer.


You can also use social media to run targeted ads and promotions as well as collaborate with influencers to reach a wider audience.

Email Marketing Strategies

Email marketing is a great way to stay in touch with your customers and keep them engaged with your brand. 

You can use email marketing to send out newsletters, product updates, and special promotions. 

By segmenting your email list and personalizing your messages, you can increase engagement and drive sales.

Performance Marketing

Performance marketing involves using digital advertising to drive traffic and sales to your online jewelry business. 

Facebook Ads, TikTok Ads, and Google Ads will be your platforms of choice. Target specific keywords and demographics or retarget ads to reach people who have previously visited your website.

Most importantly, always keep A/B testing. It is rare for ads to succeed on the first try, so make sure that you are constantly tweaking and adding new visuals.  

Influencer Marketing

Influencer marketing involves partnering with social media influencers to promote your online jewelry business. 

By collaborating with influencers who have a large following in your target audience, you can reach a wider audience and drive sales. 

You can also use influencer marketing to create user-generated content and build brand awareness.

Promoting your online jewelry business requires a combination of strategies that are tailored to your target audience and business goals. 

Test which approach seems to give you some indication of early results, and double down on that. Do not spread yourself too thin in the beginning.

Find influencers by searching for your product types on social networks and note the people who post about that type of product. Reach out to them with a compliment about their content and ask if they’d like to promote your items. 

Search Engine Optimization for Your Jewelry Store

Search engine optimization (SEO) is the process of improving your website’s visibility in search engine results pages. 

By optimizing your website for search engines, you can increase traffic to your site and ultimately increase sales.

Importance of SEO

SEO is an essential part of any online marketing strategy. It helps you to reach potential customers who are actively searching for the products you offer. 

By optimizing your website for search engines, you can improve your visibility in search engine results pages, increase traffic to your site, and ultimately increase sales.

The main drawback is that it might take some time before you will see results. The good news is that your SEO and content work compounds. 

SEO Strategies for Jewelry Stores

Here are some SEO strategies that you can use to improve the visibility of your online jewelry store:

  • Keyword Research: Identify the keywords that potential customers are using to search for jewelry online. Use these keywords throughout your website, including in your product descriptions, page titles, and meta descriptions. To get your initial batch of relevant keywords you could:
    • Check Google autocomplete
    • Use keyword research tools (Ahrefs, Semrush and many others)
    • Check Google Adwords for the most competitive keywords in your niche
    • Check Google Trends to identify hot topics that are relevant to your product 
  • Content Creation: Create high-quality, informative content that is relevant to your target audience. This will help to attract potential customers to your site and keep them engaged.
  • Link Building: Build high-quality links to your website from other reputable sites. This will help to improve your website’s authority and increase its visibility in search engine results pages.
  • On-Page Optimization: Optimize your website’s on-page elements, including your URL structure, header tags, and image alt text. This will help search engines to understand the content of your site and improve its visibility in search engine results pages.
  • Mobile Optimization: Ensure that your website is optimized for mobile devices. This is important because an increasing number of people are using their mobile devices to search for products online.
  • Local SEO: If you have a physical store, optimize your website for local search. This will help to attract potential customers who are searching for jewelry stores in your area.

In Conclusion

The jewelry industry is vast and diverse with a wide range of styles, materials, and price points. Here are some key things to keep in mind as you navigate the world of jewelry sales:

Identifying Your Niche

One of the first steps in selling jewelry online is to identify your niche. What kind of jewelry do you want to sell? 

Are you interested in vintage pieces, handmade designs, or high-end luxury items? 

Do you want to focus on a particular type of jewelry, such as necklaces or bracelets? 

By identifying your niche, you can create a more focused and targeted marketing strategy.

Keeping Up with Jewelry Trends

It’s important to stay up-to-date with the latest trends. This means keeping an eye on fashion magazines and blogs, attending trade shows and events, and following jewelry designers and influencers on social media. 

By staying on top of trends, you can ensure that your jewelry offerings are current and relevant.

Illustration of a merchant's cart with jewelry displayed on it with the title of the blog post and word Tailwind in white.

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