How to Sell Jewelry Online

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8 Simple Steps to Creating a Successful Online Jewelry Store

Whether you’ve found some pretty trinkets in your attic, or you make your own accessories, now is a rewarding time to be selling jewelry online. More people are discovering the benefits of buying from small businesses recently – not only does it help support independent sellers, it’s also more sustainable than fast fashion.

We’ll walk you through eight easy steps to successfully sell jewelry online, so you can start dazzling your customers!

How to Sell Jewelry Online: 8 Steps

  1. Think about your niche
  2. Decide where you want to sell
  3. Set up your store
  4. Showcase your products
  5. Price products and set up payments
  6. Set up shipping
  7. Promote your jewelry products
  8. Manage your stock

We’ll also look at successful online jewelry sellers, from Etsy sensations to popular online stores – however you decide to sell online, our jargon-free guide will set you on your way. Ready to make business out of bling? Let’s go!


Think About Your Niche

One of the first things to consider when selling anything online is your niche – and selling jewelry is no different. This is still important even if you’re selling used items, and is vital if you’re actually launching a jewelry business.

Look at your jewelry pieces and ask yourself:

  • Who is most likely to buy this? 
  • Where will that customer shop? 
  • How can I connect with my audience?

It’s important to understand not just what you’re selling, but who you’re selling to. Knowing this will help you in the next steps – for example, it’ll give you a better idea of which platform to sell on, and what branding choices are most suitable to catch your customers’ attention.

If you’re hand making jewelry for young people, for example, you may want to sell on social media and use a fun, light tone for your branding. If you’re selling engagement rings, you might want a more professional website to showcase your jewelry.

It’s clear that your niche has a big impact on your selling journey!

Creating a niche takes a bit more work if you’re setting up a business from scratch. If you need help with that, check out our full guide on How to Find Your Niche, then come back for the next steps in selling your jewelry online. Otherwise, skip straight on to step number two!
It’s important to think about what you’re selling, and how this affects who you’re selling to!

Before moving on, make sure you have: 

  • Looked at the jewelry you’re selling
  • Thought about who might want to buy your jewelry
  • Considered how you might reach your audience


Decide Where You Want to Sell Online

The internet is a big place, and we know it can feel overwhelming knowing where to start. So here’s a quick-fire guide to the main places you can sell jewelry online, and which one is best for you…

How to Sell Jewelry Online: Finding Your Space

  • Online marketplaces – such as Etsy, eBay, and Amazon
  • Social media – such as Facebook and Instagram
  • Your own online store – built using a platform such as Square Online

The right selling place for your jewelry online all depends on your needs, your goals, and your audience, so start thinking about these three things as we walk you through the pros and cons of each of these main marketplaces.

#1. Online Marketplaces

The best thing about online marketplaces is that you don’t need to work hard to get your products in front of customers – platforms such as Amazon, eBay, and Etsy are hugely popular and get tons of traffic every day.

The downside is that you have no control over your branding, and you also face a lot of competition from other brands selling on the same marketplace. This means you probably won’t get many loyal or repeat customers, as you’re not creating a memorable brand.

While you usually don’t have to pay an expensive subscription to sell through online marketplaces, you might have to pay listing fees or transaction fees depending on which marketplace you choose. Always check the rules and fees before signing up, as it could eat into your profits if the fees are too high.

It’s worth noting that Etsy only allows handmade or vintage items, while Amazon only permits new jewelry to be sold through its marketplace. eBay is best if you just have one or two jewelry pieces to sell.

Do You Need a Subscription Plan? Listing Fees / Referral Fees Transaction Fees
20% of the total sale price (up to $250)

$0.20 per product 5%

200 free listings, then $0.35 per product 10% final value fee

Just selling a one-off item? 

If you have an old necklace or ring you want to sell, eBay is likely the best choice for you!

You don’t need to sign up to a paid subscription to sell through eBay, and you get up to 200 free listings – so if you’re only selling a few items, you’ll only need to pay a 10% final value fee on your sale.

The main thing is to make sure you describe your jewelry properly, and list it in the correct category  – eBay has different jewelry categories to help protect both sellers and buyers. As long as you know what your jewelry is made of, you should find it easy to find your category.

To get started with eBay, simply head to eBay’s selling page and create an account – it’s super quick and easy to set up!

#2. Social Media

Selling jewelry on social media can allow you to reach a big audience. It’s also very low-cost, and quick and easy to set up!

However, once you get going, selling jewelry on social media can also be extremely time consuming when managing it on a day to day basis. You might find you run into similar problems with branding as you do on marketplaces, because your branding and designs are limited to the layout of your profile page.

That said, social media shouldn’t be overlooked as the perfect way to engage customers and build up a following for your business – we just don’t recommend relying solely on it for selling your products.

#3. Your Own Online Store

Selling jewelry through your own online store is the most professional way to build your online business. You have total control over your store’s design and branding – you can display all your products in one place, create a professional and consistent brand, and provide a smooth customer journey from start to finish.

The main thing that puts people off building their own online store is the fact it takes a little longer to set up than simply uploading products onto a marketplace like Amazon. However, if you’re setting up a business then it’s worth the extra bit of time and effort!

Building an online store isn’t right for everybody, but it’s not as expensive or time consuming as people often believe. Some ecommerce builders like Square Online let you sell for free, and you don’t even need tech skills, so don’t be put off if you need your own online store – anyone can make one!

Which Platform Is Best For You?

Deciding where to sell your jewelry online is a pretty important decision – you need to pick the best place for you and your customers. Here’s a simplified look at what each platform is best for, to help you make the best decision:

  • Online marketplace: best for quickly getting your products in front of a large customer base
  • Social media: best for hobbyists selling a small range of products
  • Online store: best for professional sellers or business startups
Can you sell for free? Examples Main Pro Main Con
Online Marketplace
Yes! But they often charge listing or transaction fees Amazon
Huge customer base searching for your products Masses of competition and lack of branding
Social Media
Yes! Facebook
Easy to target particular audience groups Can be time consuming to manage, not very scalable
Online Store
Yes! But most charge a subscription fee Square Online
Extremely professional, customizable, and scalable You have to work harder to get customers onto your site

The good news is that you don’t have to just pick one. If you only have a few items to sell then a single platform like Etsy will do just fine. But if you’ve got more jewelry to sell, or you want to maximize your profits, you might want to think about combining multiple platforms – have an online store and Amazon listings, for example.

You need to choose the best place for you to sell your jewelry online.

Before moving on, make sure you have:

  • Looked at the three main selling platforms
  • Decided which one suits your needs the best
  • Thought about whether you’d want to combine multiple selling channels


Set Up Your Store

Once you’ve chosen where you’re going to sell online, you need to set up your store and get your products in front of customers. Whichever channel you choose, we’ve got a quick setup guide for you!

Online Marketplaces

The setup varies depending on the marketplace you choose, but generally it’s pretty simple – you need to create an account, upload your products, and start selling! Some marketplaces like Amazon require you to choose a selling plan, and most ask for listing fees.

For more detail on setting up your marketplace store, using Amazon and Etsy as examples, unfold the steps below:

Make sure that your products are suitable for your chosen marketplace – for example, Etsy only accepts handmade goods, vintage items (over 20 years old), and crafting supplies. Certain categories on Amazon are reserved for premium sellers, and this includes jewelry.

Etsy has a free Standard plan, and a $10 per month Plus plan if you want a better range of selling tools. We recommend you start out on the free plan – both plans charge a $0.20 listing fee and transaction fees.

Amazon also has two main selling plans. The Individual plan is best for beginners selling less than 40 items per month – you simply pay $0.99 per item sold, plus any extra selling fees.

However, to sell jewelry you need to be on Amazon’s Professional plan – the good news is, you get better features on this plan, but the bad news is that it costs $39.99 per month.

Now is the time to create your seller profile – this is most important on Etsy, where you can upload a photo, bio, about information, store logo, and more to help customers get to know you.

Social Media

Selling on social media can be a bit fiddly to set up, and it varies a lot from platform to platform. It’s worth checking out our specific guides if you want to learn more about creating a social media seller account. You may want more detail on how to set up a Facebook Store, but for now here’s a quick run-through:

To set up a Facebook Page Shop you need to be the admin of your business page, be selling physical products, and accept Facebook’s terms and conditions. Only then can you create an actual Facebook Shop!

We have a full guide on this, but in short the steps you need to follow to enable your Facebook Shop are:

  1. Set up an account with Facebook’s Commerce Manager
  2. Create a collection
  3. Customize your storefront
  4. Publish your shop!

And here’s a quick example of how to get started selling on Instagram:

Head to your settings and click Switch to Business Profile, then sync your Facebook store (or online store) with your Instagram account to pull your products into your Instagram account.

Once you’ve set up your store, you just need to upload photos – go to post settings and select Tag Products. This helps your followers find and buy products they love from your feed!

Create posts, share content to your story, use hashtags, and even connect with influencers to promote your products.

Make sure to activate the Shop tab in your Instagram profile!

Ecommerce Builders

The easiest way to create your very own online store is to use an ecommerce website builder – this removes the need for coding or hiring an expensive developer. The process is easy: pick a template, customize it, add your products, tailor your settings, choose a domain name, and publish.

You’ll notice that’s a few more steps than both previous options, but trust us when we say that it’s still an easy process. We’ve included some more detail on these steps to help you get started.

With an ecommerce builder, you can create a brand of your own, and arm your store with all the tools it needs to succeed.

The best ecommerce website builders to sell jewelry online are:

Square Online is the builder we recommend to most jewelry sellers. It lets you sell for free, making it budget friendly, and it’s also extremely easy to use – the setup process is very quick!

We’re not just pulling this list from thin air; we carry out in-depth research on all the builders we review. After trying, testing, and analyzing each of them, we can say without any doubt that these four builders are the best of the best for selling jewelry online.

Here are five things to think about when you’re searching for the right builder for you:

  • Budget and value for money – take a look at the builder’s price plans and see how they fit with your budget. Don’t just look at the starter prices – make sure the higher plans are suitable too for when the time comes to upgrade.
  • Ease of use – if you’re a total tech-phobe, make sure your builder is beginner friendly! Our reviews always explore ease of use, and you can sign up for a free trial to test it for yourself too.
  • Tools – take a good hard look at the tools and features, and if they match your business needs. Blogging functions? Built-in analytics? Real-time shipping quotes? Give your store what it needs to succeed.
  • Design – you need your store to look as good as the products it’s selling. How many templates are there to choose from? How much can you change the design? Don’t leave design as an afterthought – make it count!
  • Customer support – when things do go slightly wrong, you’ll need a helping hand. It’s worth checking you’re happy with the support options on offer.

Most ecommerce builders come with a free trial, so you won’t have to sign up to a plan straight away. Still, it’s worth looking at the plans available and choosing the one that suits you early on.

On the whole, prices start at around $20 per month, and can reach up to $300 per month for much larger businesses. To give you an idea of costs, here are the prices for our top ecommerce builders:

With Square Online, you can actually build and sell for free. All these builders are cheaper than Amazon’s Professional plan.

Heads Up! BigCommerce is currently offering one month free when you sign up to a paid plan – no card details required. That’s one very generous free trial!

A domain name is your website address – for example, ours is Domain names are super important: they give your site its own identity, and help build a trustworthy, professional, and recognizable image for your business.Register your domain as soon as you can to secure it – each one is unique, so once it’s gone, it’s gone!

The price of domains vary, but they typically cost between $10 and $60 per year. Plenty of builders throw in a free domain with their annual plans, which is  a great way to start out.

squarespace ecommerce jewelry domain

Here are our top three tips for choosing the perfect domain:

  • Make it unique. Your business is unique, so your domain should be too! Stand out from the crowd – if “myonlinejewelrystore” is already taken, don’t just add a number two on the end.
  • Keep it simple. Don’t go too far down the rabbit hole in search of individuality; keep your domain memorable.
  • Stay relevant. Your domain should reflect your business in some way, whether it’s your store’s name or yours.

In brick-and-mortar jewelry stores, products are laid out in the best possible way to show them off. An online store should be no different.

That’s why you need to pick the perfect theme. A theme is a website template which shows the layout and design your pages will have if you choose it.

squarespace ecommerce jewelry theme

Customizing your theme lets you build your business brand through colors, fonts, and more.

Here’s a quick look at just some of the things you can customize and add:

  • Colors
  • Fonts
  • Images
  • Backgrounds
  • Videos
  • Galleries
  • Extra pages
  • Contact forms

This is when understanding your audience comes in handy – you should tailor your branding to your customers!

To actually start selling, you need to add products to your site. Ecommerce builders like Square Online, BigCommerce, and Squarespace let you upload products in bulk, saving you time and effort.

Here’s a short list of the things you should check before launching your site:

  • Links – do all your links actually work? Does the new page load properly? Is it the right page for the link?
  • Images – you want your carefully taken photos to be appreciated, so make sure they load properly, aren’t fuzzy or blurred, and don’t turn into an empty grey box – it’s every shoppers nightmare!
  • Checkout – possibly the most important thing, go through your own checkout process to make sure it’s a smooth and seamless journey.
  • Mobile – it’s easy enough to forget about this one, but it’s always worth previewing your store on mobile. If your site doesn’t work on mobile, you’ll be losing out on valuable customers, so give it a quick flick through on your phone to see how it’s looking.
  • Settings – make sure your store’s language, currency, and contact details are all consistent and up to date.

You now have a good idea of what it takes to set up a store, whichever online channel you choose to sell your jewelry. Using an ecommerce builder takes the most work, especially compared to online marketplaces, but although the process is longer, it’s still very easy.

Once you’ve set up your store, you can move onto the fun part of showcasing your products…

Before moving on, make sure you have: 

  • Signed up to your chosen sales channel
  • Completed the setup process


Showcase Your Products

Now you can start having some fun. Jewelry is all about looking good – in a brick and mortar store a lot of attention goes into the lighting and placement of each piece.

Online is no different, except that customers can’t go up and examine your products. Instead, you have to make them shine in different ways. Here are our top tips…

Customize Your Store

Most people probably don’t want to buy jewelry from a dirty, falling-down shop on a sketchy street, right? Well, how you design your storefront sends similar messages to online customers. A well-designed storefront can increase customer trust and help to show off your products at the same time.

Ecommerce builders give you the most control over your storefront’s design, which is why they’re so good for businesses – you can tailor your branding to your customers in order to encourage more sales.

If you’re selling through a marketplace then your branding options may be limited – still, think carefully about what you can control, such as the tone of voice you use for your copy and the photo you use for your profile.

wix ecommerce jewelry store lamour de guylene
This jewelry store Lamour de Guylene was built using Wix. It's fully customized and has a unique brand image.

Find out more

  • Do you need help customizing your online store? Our step-by-step guide on How to Design a Product Page is an awesome resource to help you out!

Write a Captivating Description

With an online store, you can’t notice which item the customer is eyeing up – you can’t stroll over and use your awesome sales skills to entice them into making a purchase. What you can do, though, is write an enticing, persuasive, and informative product description!

tiffany jewelry product description
This Tiffany ring is a high quality product, with a short and simple product description. The high quality image, combined with a subtly persuasive description, makes it an appealing purchase.

Customers can’t pick up the items and examine them, so they’re relying on you to give an accurate insight into the product. Like Tiffany & Co., make it factual, but appealing – people want to be persuaded they need that diamond bracelet or a new pair of earrings!

Find out more

Take High Quality Images

Your stunning description alone won’t be enough to make shoppers click that buy button. People want to see what they’re getting, so you need to take some professional photos of your products.

pandora jewelry product image
This Pandora necklace has multiple product images to show it on and off the model, from different angles. The images are clear, in focus, and well-lit to give the best view of the product.

Think about the background, the lighting, and the overall quality of the photo – is it in focus? Is it pixelated? Make it a good size and take snaps from multiple angles. It’s usually a good idea to have photos of the jewelry both on its own and being modelled as part of an outfit.

Find out more

Showcasing your products is essential for enticing customers to make a purchase.

Before moving on, make sure you have: 

  • Customized you storefront to match your branding
  • Written descriptive, persuasive product descriptions for each item
  • Taken at least one high quality product photo for each item and uploaded them


Price Products and Set Up Payments

Part of getting customers to buy your jewelry is pricing it correctly. If you’re selling jewelry made from precious stones, that should be reflected in the price. Likewise, if you hand make your jewelry, the total price needs to factor in your time, labor, and skill.

It can be hard to know if you’re pricing your products right – too expensive and nobody will buy them, too cheap and you won’t make a profit. Here’s a quick run through our top tips – check out our full guide below for more detail.

  1. Always cover your costs. At a bare minimum, you need to make sure you’re not selling at a loss!
  2. Research the market. Find another jewelry seller that seems similar to you, and look at their prices. Think about why they’re charging that amount, and how your products (and prices) compare.
  3. Try out this formula: Total Cost of Product + Markup % = Final Product Price.
Need more help? We’ve got you covered with our full guide on How to Price a Product, where we explain pricing formulas and common pricing tricks to boost your sales.

Make sure you set consistent pricing across your products, and make it clear for the customer to see.

cartier jewelry product pricing
Don’t be afraid to show the price! This Cartier product page makes it very clear how much the Love necklace costs, but gives the customer lots of choice in how to proceed.

Set Up Payments

Whichever online channel you use, getting paid is usually pretty simple. The main thing is to connect your account to your store, so that customers’ payments can go directly into your bank account.

Amazon sellers have to wait for Amazon to transfer money to them, which happens every 14 days, while Etsy uses Etsy Payments to deliver money to its sellers. Ecommerce builders give you most control – some even let you choose from hundreds of payment gateways.

Discover the top 13 tips for optimizing your checkout page, to encoutrage more sales from your customers.

Payment Gateways

There are tons of different payment options out there. The one you choose will depend on your location and currency, your own banking preferences (for example, if you already have a business account set up), and even your customer demographic.

With that in mind, here’s a quick list of the main payment options available:

  • PayPal
  • Stripe
  • Square
  • Amazon Pay
  • Apple Pay

You can also accept manual payments, such as wire transfers. Etsy has two options – Etsy Payments, or PayPal. Square Online is perfect if you have a pop-up shop or brick-and-mortar store, and already use Square to accept payments. You can even us Square POS software to sync your inventory bewteen your store and your website.

Check Transaction Fees

While some ecommerce builders do charge transaction fees, others – like BigCommerce, Wix, and Squarespace – do not. Etsy charges a 5% transaction fee, while Amazon charges a “referral fee” for each item you sell – the fee varies depending on the category.

For jewelry, Amazon’s referral fee is 20% for the portion of the total sales price up to $250, and 5% for any portion greater than $250. The minimum referral fee is $0.30.

Getting paid is the end goal when selling any product online. To get paid for your jewelry, make sure you’ve taken these steps!

Before moving on, make sure you have: 

  • Set fair prices for your jewelry items
  • Made sure your prices will cover your own costs
  • Connected your bank account to your store
  • Checked for transaction fees


Set Up Shipping

Shipping isn’t quite as fun as taking arty product photos, but it’s just as important.

Shipping Origin Address

First of all, you need somewhere to ship from. Your shipping origin address will tell your ecommerce builder what tax applies to orders, and is essential for calculating shipping rates and processing returns.

Shipping Destinations

You might be worried about how much it’ll cost to ship to certain areas. What if someone puts in an order from halfway across the world? Well, that’s where shipping zones come in.

Shipping zones are just the areas you ship to – for example, you could have the USA as one shipping zone, and then the rest of the world as another. You can choose how local or large-scale you want to go. So if you only want to ship to your state, you can!

Types of Shipping

There are multiple ways you can handle your shipping rates. These will depend on the builder you choose, and often which plan you’re on, but here’s a quick overview of the main shipping types available.

  • Exact shipping costs – charge the exact amount it costs to ship the item through regular postage, or a courier like USPS.
  • Flat rate shipping – charge a fixed price on certain products and/or orders. For example, it would cost $3 to ship orders anywhere in the US.
  • Free shipping – the best kind for customers, and a great option for businesses looking for a win with their shoppers. You can offer free shipping for all orders if you’re feeling generous; you can also restrict it to certain products, or use it to reward orders over a certain amount.
  • Calculated shipping rates – offer your customers the lowest rates by using real-time shipping quotes from couriers such as USPS, Canada Post, FedEx, and more.
  • Price-based and weight-based rates – it speaks for itself, but you can charge shipping based on the price or weight of the product, through regular postage services.
shopify example jewelry store leif
This jewelry store,, was built on Shopify. It offers $9 flat rate shipping on any order in the US, but also ships internationally to 25 other countries.

Another shipping type worth mentioning is using a fulfillment warehouse. This is where you pay for a warehouse to store your inventory, then pack and ship products for you as orders come through. This is a much more hands off approach for you; it’ll cost extra, but can take the headaches out of shipping.


Once you’ve set up your shipping options and sent off your products, it’s up to the courier to fulfil your orders. That’s why it’s important to pick a reliable company which you can trust to deliver your items safe and sound.

The biggest and most popular couriers are:

  • USPS
  • FedEx
  • Canada Post
  • UPS
  • UK Royal Mail
  • DHL

Ecommerce builders like BigCommerce will often have integrations with courier services, providing you with reduced shipping rates and making life much easier. On some plans, you can even get real-time shipping quotes to make sure you always get the best value rates.

The right courier for you will depend on your location and specific business needs, so take some time to look around and compare the different options.

  1. Make it appealing. Part of your branding and even the experience of buying jewelry is the packaging. Even if you’re shipping in plain old cardboard boxes, try to put something a bit special inside.
  2. Track it. Jewelry can be expensive, and is often bought for emotional reasons – as a birthday or engagement gift, for example. Track your shipments to avoid any lost deliveries.
  3. Make it safe. This is especially important if your jewelry products are delicate. Don’t just put a dainty necklace into a box and chuck it into the mail – invest in jewelry foam inserts, pads, or nestle them in cloth. Don’t resort to bubble wrap if you can help it – this ties into tip number one!
Who said shipping couldn’t be fun, or even easy?

Before moving on, make sure you have:

  • Entered your shipping origin address
  • Created your shipping zones
  • Set up shipping rates
  • Chosen a courier to ship with


Promote Your Jewelry Products Online

Sadly there’s no magical alert to let users know when a super cool website has just gone live. We have to wait to stumble across it…  or for it to find us. This is where you can do your store a massive favor by getting on top of the following five things: SEO, multichannel selling, email marketing, social media, and customer reviews.

#1. SEO

Search Engine Optimization (SEO) is what makes your website get found by search engines like Google.

Ecommerce website builders have built-in SEO tools which automatically make search engines sit up and pay attention. However, there are still other things you can do to optimize your website, and help your store to rank more highly in Google.

Shopify, BigCommerce, Squarespace, and Wix all have SEO guides and tools to help you do this.

If you’re on a marketplace, or even social media, getting your content to rank isn’t quite as straightforward – you’re reliant on your platform’s algorithms to put your products above others.

For Amazon, customer reviews are extremely important, while on social media the amount of engagement you get can have a big impact on your success.

#2. Multichannel Selling

Multichannel selling gives you the option to easily sell across different platforms such as Facebook, eBay, Amazon, and Instagram.

bigcommerce multichannel integrations
BigCommerce has integrations with many different channels, letting you expand your store’s reach while easily managing all your sales from one place.

BigCommerce is the top dog when it comes to multichannel selling. You can easily manage all your sales from one place with BigCommerce’s built-in integrations.

#3. Email Marketing

Email marketing is still one of the most effective ways of engaging customers. By sending out emails, you can promote new products, announce sales and discounts, release blog updates, or send out personalized suggestions.

Automated recovery emails can tempt back shoppers who have left items languishing in their basket, while automated thank you emails can leave a lasting impression on first-time buyers.

You don’t have to be a marketing genius to run email campaigns – as always, your ecommerce builder has got your back. For example, Wix has an email marketing tool called Wix ShoutOut, which lets you easily and quickly create stunning emails.

wix shoutout jewelry online
Wix ShoutOut lets you create stunning and professional email campaigns with just a few clicks

Don’t just sit there wondering if these emails are captivating your customer base – you can track your campaign’s success with built-in analytics!

#4. Social Media

Social media is a great way of promoting your brand. Even if you don’t actually sell through social media, it’s still a fantastic way of helping new customers discover your jewelry, and re-engaging existing customers too.

Announce new product launches, share photos of customers wearing your jewelry, and even run competitions to help build your brand and your online audience. Don’t be too salesy, and try to post regularly.

#5. Customer Reviews

Customer reviews hold a lot of power: 95% of consumers read online reviews before making a purchase. They’re also somewhat out of your control, but don’t be afraid of them – they can be a helpful tool for building customer trust and boosting sales.

If you’re selling very expensive jewelry, customer trust is vital for success, and that’s where reviews come in. Make sure to publish both good and bad reviews online – the trick is to respond positively to both as much as you can.

Reviews are especially important if you’re selling on marketplaces like Amazon. Positive star ratings and reviews feed into Amazon’s algorithm – so the better you do, the higher you’re likely to rank in Amazon’s search results.

Find out more about the power of customer reviews in our helpful infographic: How to Use Customer Review to Market to Different Generations
Before moving on, make sure you have:

  • Optimized your store for SEO, to help it rank in search results
  • Set up multichannel selling to include at least one other platform
  • Created an email marketing campaign and put it into action
  • Created a professional social media account
  • Started gathering customer reviews


Manage Your Stock

All your hard work has paid off, and your jewelry is selling like hotcakes.

This is where an ecommerce website builder can really shine, thanks to inventory tracking. Inventory tracking is where you manage your orders and track stock levels – it’s important to avoid selling the same product twice, or missing customer orders!

square online selling jewelry inventory features
Ecommerce builders like Square Online have advanced tools to help you run your business, by automating tasks and giving you easy to manage systems.

By tracking your inventory for you, builders like Square Online can monitor stock levels, alert you when stock is low or out, and even automatically label products on-site as “Low Stock” or “Out of Stock”.

This means you don’t have to be constantly glued to your screen, and frees up time for other important tasks (or a well-earned cup of coffee).

BigCommerce, Square Online, and Squarespace are really top choices when it comes to inventory tracking. They’ve got it all – not only can they track your inventory for you, they can also give you reports on revenue, and inform you how many customers have visited your site.

Tracking your inventory is essential for the smooth running and success of your business – luckily, your ecommerce builder can automate these tasks for you.

Before moving on to spread your wings as a full-fledged online seller, make sure you have:

  • Set up inventory tracking for your store
  • Set up a way to mark low and out of stock items on your storefront

Successful Jewelry Sellers

Sometimes when you’re just starting out, it’s helpful to draw inspiration from those who’ve gone before and seen success. So here are a few jewelry sellers who have been exactly where you are now, and have gone on to sell to thousands of happy customers!


Name: Delezhen

Niche: Personalized gemstone jewelry

Number of sales: 255,527

successful etsy jewelry store delezhen


Name: BR Design Co

Niche: Clay jewelry and accessories

Number of followers: 18.8k

successful instagram jewelry store br design co

Online Store

Name: Third Crown

Niche: Contemporary jewelry

Powered by: Shopify

Jewelry featured by: Beyonce, Vogue, ESSENCE Mag, TMRW Mag, and more

successful online jewelry store third crown

How to Sell Jewelry Online: Summary

This article has walked you through every stage of setting up your online jewelry store, from finding your niche all the way through to promoting your products.

We’ve helped you decide which online platform is the best choice for you, whether that’s selling on Etsy, Instagram, through an online store – or a combination of all three!

It’s been a whirlwind ride! If you’re feeling a bit dazzled, here’s a quick refresh of the eight steps for building a successful online jewelry store:

How to Sell Jewelry Online: 8-Step Recap

  1. Think about your niche – think about who you’re selling to.
  2. Decide where you want to sell – the main three are marketplaces, social media, or an online store.
  3. Set up your store – get ready to sell with your chosen channel.
  4. Showcase your products – make the most of product photos and descriptions.
  5. Price products and set up payments – choose a payment option, such as PayPal, and connect it to your store.
  6. Set up shipping – set your shipping rates, couriers, and more.
  7. Promote your jewelry products – market your products across various channels.
  8. Manage your stock – track inventory levels as you sell.

Now you’re ready to dazzle your customers and make the world a prettier place, one jewelry sale at a time!

How to Sell Jewelry Online: FAQs

Whether you already have a physical store or are starting from scratch, selling jewelry online is a savvy and cost efficient way to make the most of a growing industry. By having an online jewelry store, you can reach a wider audience, promote your brand, and expand your business.

You might handmake your products, or source them yourself. You can buy from wholesalers for big savings, or use dropshippers (where you buy the item from a third party after the customer buys it, and have it shipped directly to the customer). You can choose the option which suits you best!

As always, the best option depends on your business, but some of the best dropship jewelry suppliers include:

  • Danforth Pewter
  • Gold-N-Diamonds Inc.
  • Plum Island Silver
  • Richard Cannon Jewelry

There are tons out there, so make sure you research which one has the most to offer your business.

Website Builder Expert aims to provide you with honest data. That’s why we conduct our own research and obtain direct, personal insight. Click here for further information.

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About Lucy Carney

Lucy Carney

You’re not alone! Building a website can be scary, especially if you’re like me with no previous coding experience. With the help of our experts I’m here as a friendly voice to help guide you into the exciting world of website building. If I can do it, so can you!


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  • Ignacio
    This article is EXCELLENT. Though many of the points you bring up may seem “obvious” to some of us (even, considering we don't know where to start), the methodic and detailed description you make of them is extremely helpful. This is a very well thought and researched approach from point 1 to point 8, and in this order. I could take each one of the steps and work of them with the references, notes, and examples you show as a guide and straightforward plan. Especially, when one doesn’t have a clear idea, not just of the mechanics of marketing, but also, where and how to fit one's particular and singular product in the online market. The various options and considerations you describe seem to me less ambiguous, now, and worth a try. Thank you.
  • Priscilla
    Extremely well put together article. Loved how easy it was to understand! Excellent!
  • Linda
    Excellent article! Thank you!!