How to sell jewelry online

In this post, we’ll walk you through how to start an online jewelry business.
Jewelry themed lo-fi UI illustration
Is 2023 the year to sell jewelry online? Thanks to the emergence of digital media, the jewelry industry is growing and expected to be worth over $266 billion by 2027. Whether you’re an online seller interested in venturing into accessories, or an established jeweler looking to expand with an ecommerce channel, you can stake your claim in this lucrative sector.
jewelry storefront Pavoi on Amazon

How to start an online jewelry business

What jewelry should you sell? Where do you even get the jewelry to sell? Questions like these might be flooding your mind right now, but we've got you covered.

Here’s how to get started selling jewelry online in six steps.

1. Decide what jewelry you want to sell

Even if you already have ideas in mind, consider conducting some research to see what’s trending in a fashion industry that can shift at any moment. Explore your interests by looking at the different types of jewelry listed on Amazon right now and browse the Best Sellers list to get a sense for what’s in demand. The Movers & Shakers list can also be a valuable resource for tracking popular jewelry trends of the moment.

You might find yourself gravitating in the direction of a particular niche, such as bridal jewelry or vintage jewelry. Fashion jewelry that does not use precious or semi-precious materials is typically less expensive than fine jewelry and precious gems.

Did you know?

Some types of jewelry require approval to sell on Amazon.

The fashion jewelry product category on Amazon is separate from the jewelry and precious gems category, which has restrictions. Certain types of fine jewelry require approval and some items go through a certification process to meet Amazon quality assurance standards. It can require some extra effort to establish yourself as a reputable jeweler, but the payoff can be worth the wait (you can list a single piece of jewelry for up to $300,000).
If you have gorgeous costume jewelry tucked away in your closet, or a handful of enchanting finds from estate sales, an Individual selling plan might meet your needs. Alternatively, if you have your own jewelry brand (or want to develop one) sign up for a Professional selling plan and enroll in Brand Registry to apply for approval and certification.

2. Source the jewelry (or supplies to create your own)

A few common business models for obtaining jewelry include connecting with a reliable wholesaler, working with a manufacturer to produce your own designs, or creating jewelry by hand. With the latter option, you'll still need materials, but you might qualify for the Amazon Handmade program, which is home to an online community of artisans from over 80 countries.

3. Consider shipping and fulfillment for jewelry orders

Jewelry tends to be small and light, which is good news for logistics. It typically doesn’t take up too much space and is generally easy to transport, which can help you save money on storage costs and shipping fees.

Depending on the scale of your operations, you might be able to store the products in a secure available space like a spare room or garage. Otherwise, you might want to coordinate with a warehouse, use a reputable dropshipper, or find a fulfillment solution like Fulfillment by Amazon.

4. Set pricing for jewelry

It can be difficult to price jewelry because amounts can range widely depending on various factors, such as:
  • Type (costume jewelry vs. fine jewelry)
  • Materials (e.g., plated silver and cubic zirconia tend to be less expensive than precious materials like gold and diamonds)
  • Quality (e.g., solid gold is usually costlier than plated gold, and it's the same with metals that are mixed instead of pure)
When setting prices for jewelry, first consider your intended audience and their expectations. Then, calculate your margins by taking into account the cost of procuring the goods, storage fees, shipping and fulfillment costs, and other relevant factors such as business insurance, if you’ll require it.
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Pro tip

Use a pricing automation tool

If you’d rather not keep your eyes on the ever-changing prices of precious metals, try an ecommerce tool like Amazon’s Automate Pricing to maintain competitive and accurate pricing for jewelry.

5. Create an online jewelry storefront

You know the jewelry you want to sell, your audience, and your price points. Now, it's time to set up a digital storefront.

What’s the best place to sell jewelry online? You could set up shop on one or more social media sites, create your own direct-to-consumer website from scratch, design an Amazon storefront—or do all of the above. If you’d like to create a storefront that can allow you to showcase your brand and product line to millions of online shoppers, Amazon offers an online storefront builder to streamline the process.

Selling jewelry is competitive, so take advantage of ways to make your offers stand out, such as careful selection of product photos, search engine optimization best practices to help listings rank in search, and A+ Content to enhance product pages with banners, comparison charts, and other advanced features.
Someone browsing jewelry on Amazon via a laptop

6. Build your marketing strategy to grow jewelry sales

Ecommerce gives you a variety of options for marketing jewelry and raising brand awareness, including:
  • Digital advertising – Cost-per-click solutions like product listing ads can drive traffic to listings
  • Social media marketing – Connect with influencers to create some buzz around your brand
  • Email and content marketing – Build lists of loyal customers and blog about topics like product features and new releases
Which tactics are right for you? It can be helpful to think about your buyers and do some audience research to find out what channels they prefer. Consult this ecommerce marketing guide to come up with a plan to promote the jewelry you’re selling.
Woman displaying jewelry

Go into the jewelry business in 2023

Starting a jewelry store online can be highly profitable. To set yourself up for success, be sure to:
  • Do product research and consider what niche you want to serve
  • Obtain inventory from reputable suppliers or handcraft items
  • Get logistics in place for storing jewelry and fulfilling orders
  • Calculate your margins to make sure you’ll be able to turn a profit
  • Build an online storefront and optimize product listings
  • Devise a marketing strategy to grow sales
For more details, check out this resource on how to start an ecommerce business. Or if you're ready to begin selling jewelry on Amazon, sign up today.

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What’s the best place to sell jewelry online?
The best place to sell jewelry online depends on your goals, the type of jewelry you want to sell, and other factors. Consider where you’ll get your supply (e.g., yard sales, a manufacturer, or making products by hand). If you'd like a digital dashboard where you can upload products to a storefront, manage inventory, and oversee order fulfillment, then sign up to sell jewelry on Amazon, where approximately 7,500 products sell per minute and small- and medium-sized businesses generate about $200,000 in sales per seller on average.
Can you sell jewelry on Amazon?
Yes, there are necklaces, rings, bracelets, and many other types of jewelry listings live now on Amazon. You can sign up for an account and choose a selling plan to start listing fashion jewelry. To get approval to sell other kinds of fine jewelry and gemstones, choose a Professional selling plan and enroll in Brand Registry.
How do I sell jewelry on Amazon?
Sign up for a seller account by selecting a selling plan. An Individual selling plan might suit your needs if you want to sell a few pieces of fashion jewelry. If you want to sell fine jewelry or build your own jewelry brand, then sign up for a Professional selling plan and enroll in Brand Registry.
What jewelry is trending now?
Many styles of jewelry are in demand now, from jumbo gems and cocktail rings to statement ear cuffs and much more. You can do product and audience research simultaneously by exploring Amazon’s Best Sellers list. The Movers & Shakers list is another resource for tracking breakthrough jewelry trends of the moment.

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