How to Sell Jewellery Online

Whether you’re intending to sell jewellery like delicate charms, premium wedding rings or vivid statement pieces online there are some important points to consider as you begin. Here are some key tips for selling all that shines, online.

Jewellery can be an ideal product type for an ecommerce business because:

• It tends to be relatively small and simple to store, pack and ship

• It’s non-perishable and may hold its value over time, making storage and fulfilment simpler

• You can create an indulgent online buying experience using high quality photography, product descriptions and branding

By selling jewellery online you won’t need to worry about paying high street rents or any of the overheads of a physical jewellery store. Instead, you could set up your online store with low setup costs and sell jewellery 24/7 in a way that’s flexible for you. Going on holiday? Simply switch your listings to inactive until you’re ready to return!

Watches, rings, bracelets, necklaces, hair jewellery, earrings and body jewellery such as nose or navel studs. Whatever you want to sell, there’s a place for it online.

You could specialise in colourful enamel pins, or in fine diamond jewellery. While some customers like to search for low-cost and cheerful jewellery pieces, others might be looking for premium pieces to celebrate life’s milestones – think special anniversaries, weddings and birthdays. There are customers to appeal to at every style and price point!

What are the practical aspects to consider when starting your online jewellery store? Explore these tips for starting out, as well as techniques for growth as you scale your business up.

Will you be specialising in a particular category such as diamond jewellery, selling fashion jewellery online or focusing on hypoallergenic jewellery? Consider what your points of difference will be, as well as where you can source your products from to support consistent sales.

Tip for sellers: It’s important to know that the products you’re selling are genuine, as the selling of counterfeit products is strictly prohibited on Amazon Australia.

Explore what you can sell on Amazon Australia >

Can you make money selling jewellery online? This will depend on your business plan, including what and how you plan to sell. To build your e-commerce business, it’s important to consider your customer base as well as any competition from other online sellers within the same category. This can help you gauge demand, benchmark pricing strategies and develop selling strategies to delight your customers.

If you’re selling under your own brand on Amazon, enrolling in Brand Registry for free can help you build and protect your brand.

Each jewellery listing should include a detailed and appealing description. Is your jewellery crafted in rose, white or yellow gold? Does it include distinctive gemstones or materials? As well as covering technical specifications, consider these aspects too:

• Weave a compelling story about how your customers can enjoy this piece of jewellery – would it be perfect for that next party, or as a meaningful gift?
• Incorporate descriptive keywords to help customers and search engines find your products

High-quality photos can help to bring out the detail and craftsmanship of your jewellery items for sale online. Photo backdrops, background colours and lighting types can all influence how someone will interpret an image, so consider how you want to portray your products and the messages you’d like to send.

Amazon seller stories highlight the importance of clarity when taking effective product photography. Aim to capture multiple well-lit photos, and think about including:

• Close-ups of the item’s front, back and side
• An image showing specific product dimensions
• Photos of someone wearing the jewellery piece

If you’re enrolled in Brand Registry, you can also upload videos of your jewellery items to further show off their detail.

Promptly fulfilling and shipping your jewellery orders can help you maximise customer satisfaction and gain positive reviews for your online store. You might choose to fulfil and ship your orders yourself, or use Fulfilment by Amazon to complete these steps for you.

Effective customer engagement can attract new customers and keep loyal customers returning time and time again. While there can be many customer touchpoints in the buying journey, there are three key interactions that can invite someone to explore and buy jewellery online.

Your online store
Spend time creating a polished online storefront with all the details, features and products your customers might want to make an informed selection. Your store aesthetics should reflect your product quality.

Your customer service
Endeavour to respond to all customer enquiries quickly, patiently and clearly, both before and after a sale. Personalised customer service can make all the difference, so keep messaging specific to your customer!

Your customer reviews
Glowing reviews are a sign your customers are having great experiences with your online store, and these in turn could attract new buyers. Deliver a consistently high quality experience and request new reviews.

A strong marketing strategy is all about understanding who you’re talking to, how you’ll be reaching them and which resources you’ll be investing to do so.

Who are your customers?
Consider your typical customers and what motivates them. Would they look for high quality with a budget to match, or do they take inspiration from what they see on their social feeds? Do they specifically look for ethical jewellery, sustainable jewellery, low prices or fast delivery?

How will you reach customers?
When considering how to sell jewellery online, it's always important to think about where your customers might spend their time. If they are searching for certain qualities or features, you might use Sponsored Products or Sponsored Brands campaigns to simplify their choice. If they spend lots of time on their social pages, perhaps you could share your jewellery with influencers to grow brand awareness.

Where will you spend your marketing time and efforts?
There are so many ways you can reach customers online, and it can help to focus on a variety of advertising and marketing channels. Paid advertising can help get your products in front of your customers, for example, while organic marketing such as social media interactions can help to build trust and familiarity with your online store.

Whether you’re selling ethical diamond rings or woven friendship bracelets, maintaining the right balance of inventory will be essential for capturing those jewellery sales. Your Amazon seller account in Seller Central includes a number of intuitive tools for inventory management.

Consider any relevant seasons or events, such as Valentine’s Day, and how this might affect your inventory planning. Around these times there could be a lot of buyers looking for something special, for that special someone!

An ideal pricing strategy will keep your online jewellery sales at a competitive price while optimising your profit margin. It’s worth regularly reviewing the pricing of similar or identical products offered by other sellers, so you can assess your price points.

When calculating your profit margins, don’t forget to factor in business expenses such as any listing fees, referral fees and fulfilment fees.

Explore pricing to sell on Amazon >

As jewellery businesses grow and evolve, some sellers choose to expand their teams covering skills across marketing, fulfilment, customer service and finances. Alternatively, you might prefer to keep things small and nimble. Even smaller businesses can scale up using the support of fulfilment services and other third-party services.

As your online jewellery business grows you might like to add new products, new collections or branch out to other product categories entirely. Maintaining a business plan can help you scale up your production and allocate your business resources in a practical way.

If you have a particularly innovative product, consider submitting your interest in Amazon Launchpad for extra tools and storytelling features.

You might also choose to expand your jewellery sales globally, selling on online stores and reaching customers all over the globe.

Learn about global selling >

An online store empowers you to sell your jewellery to an established customer base, often with payment and marketing features built right in. Even if you’re not tech-savvy, it can be easy to build an online storefront and share your products in a place where millions of customers search every day.

Advantages of an online store

Selling on an online store like Amazon can offer a number of advantages for a jewellery business:
• Brand recognition and trust
• An existing range of customers
• Simple and intuitive selling tools
• Security features for sellers and customers
• Detailed seller analytics

It can be very simple to start selling on Amazon Australia. Simply register for your own seller account, and start adding your products. New sellers on Amazon may also be eligible to take advantage of new seller incentives which can include Amazon advertising credits, credits for FBA fees and more.

How to become an Amazon seller >

Considerations for online stores

Of course, selling on a popular online store means you’ll probably need to think about competition. You could choose to differentiate your jewellery brand and products in a number of ways:

• By offering unique products
• By competing on price
• By offering fast or premium delivery options
• By promoting your products or brand

Sponsored ads campaigns can help you to catch the attention of customers who are ready to buy and searching for similar products. As time goes on, you can track and fine-tune your ad spend and performance using campaign reports.

Learn about advertising on Amazon >