3 Insider Secrets for Successfully Selling Jewelry Online

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Contributor, Benzinga
March 9, 2023

With the rise of e-commerce and the decline of brick-and-mortar storefronts, there has never been a better time to start an online jewelry business. E-commerce accounts for approximately 21% of all retail sales, but to capitalize on the growing online jewelry industry, you must help your business stand out from the competition. 

From building a strong online presence to properly valuing and pricing your products, the following insider tips will give you a competitive edge and help you reach your target audience. Whether you’re just starting out or looking to expand your existing business, these secrets will guide you toward success in the world of online jewelry sales.

1. Build a Strong Online Presence

Your online presence via your website or business social media accounts is your calling card. Your website should be professional, visually appealing and easy to navigate. It should showcase your products and brand identity and provide all the information necessary for customers to make informed purchases, such as materials used, gemstone grading and sizing. 

Create a User-Friendly Website

Your website must have a user-friendly interface and be optimized for mobile devices. It only takes 50 milliseconds for a consumer to form an opinion about your website and decide whether they will stay or leave. Amazon Web Services reports that 88% of consumers are unlikely to return to your website following a single bad user experience. An excellent user experience (UX) is crucial to ensure consumers stay engaged with your products and helps reduce your bounce rate.

To optimize your website’s UX, you must improve the usability, efficiency and accessibility of user interactions. Use negative space around website content to help text blocks and images stand out. Or use buttons with a call to action (CTA) to help users navigate your website. 

Take High-Quality Photographs and Videos

One of the key aspects of creating a strong online presence with your website is by learning how to photograph and video your jewelry. This can showcase your craftsmanship and highlight the features that make your products stand out. 

High-quality photographs and videos can boost conversion rates by up to 85% for jewelry pieces, while 57% of consumers reported that a product video gave them the confidence to purchase online. 

Use Search Engine Optimization

Another critical part of developing your online presence is search engine optimization (SEO). Optimizing your website for search engines increases its visibility and helps potential customers find your business. Use keywords and meta tags to rank higher in search results, and regularly produce high-quality content such as blog posts and product descriptions to drive traffic to your website.


2. Properly Value and Price Your Jewelry

Understanding how to price your jewelry correctly is essential for success when selling online. Setting a fair price that balances profitability with customer satisfaction is crucial. It requires understanding the cost of materials and labor, considering market demand and competition and using pricing tools and resources. 

Cost of Materials and Labor

Research the cost of the materials you use to make your jewelry, such as gems and precious metals. Keep in mind that the cost of these materials may fluctuate over time, so regularly update your cost information.

Also consider the time and effort you put into creating each piece, including design, production and finishing. Determine a fair hourly rate for your labor and calculate the total cost for each piece.

Market Demand 

Research the market and your competition to understand the going rates for similar jewelry pieces. This will help you determine a fair price that makes you profit without alienating your customers. 

Use online tools and resources such as market analysis reports and pricing calculators like Omnia and Minderest to inform your pricing decisions. These tools can help you stay up to date with market trends and adjust your prices accordingly.

Get a Professional Appraisal

While appraisals are typically used to obtain jewelry insurance, they can also be a valuable tool for pricing your jewelry. This is vital if you sell fine jewelry, luxury items or antique pieces. 

A professional appraiser can assess and measure your jewelry to determine metal purity, gem quality and the current market value of a piece. They’ll provide you with an appraisal certificate, which can be a valuable document to support a sales transaction. 

You can find affordable jewelry appraisals online or through a local jeweler. 

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3. Choose the Right Platform to Sell Your Jewelry

To help your jewelry reach your target customers, you must understand where to sell it and how to insure it. You can sell your jewelry online on your own website or through a consignment site like an online marketplace. 

Online Marketplaces 

You can sell your jewelry through several online marketplaces, such as Facebook Marketplace, Amazon or eBay. Selling on eBay may be an effective option to place your jewelry for sale because you can manage your inventory, market your jewelry pieces and set opening prices to generate bids from potential customers. Once you sell a piece, you must handle shipping, transactions and client communications.

Facebook Marketplace is an affordable alternative to sites like eBay because you aren’t charged a fee for your listing. The site also offers extensive assistance to help you receive secure payments. If you sell a piece on Facebook Marketplace, the site provides several guidelines for safe customer transactions, including using online payment options such as PayPal and taking precautions if a buyer wants to meet in person to pick up their purchase. 

For broader market reach, consider Amazon, the world’s biggest e-commerce marketplace.  Selling jewelry on Amazon allows you to benefit from programs like Fulfilled by Amazon (FBA). Amazon FBA means you don’t need to worry about warehousing or fulfilling orders. All you need to do is to keep your jewelry in stock at Amazon’s network of warehouses and distribution centers.

You also have access to Amazon’s analytics tools, which help you track your sales data in real-time so you can focus on cost-saving and profit-building strategies to grow your business. 

E-commerce Sites 

Etsy provides a place to list and sell your handmade or vintage jewelry to customers, and the site has the Etsy Seller App to help you manage your transactions. The site provides tutorials to new business owners and has an ads platform to promote your items to buyers. It can promote your site through site ads on social media networks and search engines. But when you make a sale from one of your jewelry items in an offsite ad, you need to pay an advertising fee to Etsy.  

If you’d like to launch your site and maintain your Etsy products, Squarespace will let you import your Etsy shop, keeping product URLs and items during the import process. You can use its pre-made e-commerce templates or customize your site according to your business branding. Its inventory system and marketing tools can help you manage orders and attract customers. 

Shopify lets you launch your online jewelry store with pre-made templates and multiple payment options. The e-commerce platform also offers theme customization, online checkout add-ons for drop-shipping, automated discounts and omnichannel marketing to streamline your business processes. 

Build a Successful Online Jewelry Business

Selling jewelry online can be a lucrative and rewarding business, but it requires a strategic approach to succeed. You can reach your full potential as a jewelry entrepreneur by taking a few savvy steps to market your brand.