8 MIN. READ

How to Sell Jewellery Online

How-to Guide to Selling Jewellery Online

How do you make a strong start selling jewellery online?

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

Why start an online jewellery business?

There are some crystal clear reasons why jewellery can make a great choice for an ecommerce business product.

Jewellery has ecommerce-friendly characteristics

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

Customers love discovering jewellery online

Just consider the tens of thousands of jewellery pieces listed on Amazon Australia right now! From a surfy men’s pendant to that perfect princess-cut engagement ring, there’s likely to be customers searching for it online. Many buyers look to online stores they know and trust when buying jewellery, so consider this when deciding where you’ll be selling.

Online jewellery selling can be agile and flexible

By selling 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!

What kinds of jewellery can you sell online?

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!

Tips for starting an online jewellery business

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.

Figure out what kind of jewellery you want to sell

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 >

Carry out competitive research

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 ecommerce business, it’s important to consider your customer base as well as any competition from other 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.

Decide where you’ll sell your jewellery

You might sell your jewellery online as well as in a physical brick-and-mortar store, or prefer to sell exclusively online.

If you are selling via online and offline channels, this is known as omni-channel selling. If you are selling via various online channels, this is known as multi-channel selling. It’s worth considering which channels you intend to sell through, so you can develop sales and fulfilment strategies to save you time and optimise your success.

Later in this guide we’ll explore two of the popular options for selling online: online stores and social media.

Craft compelling descriptions

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

Add high quality photos

High quality photos can help to bring out the detail and craftsmanship of your jewellery items for sale. 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.

Clarity is important for 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.

Optimise fulfilment and shipping

Promptly fulfilling and shipping your online 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.

Amazon can store, pick, pack and ship your FBA products as well as managing returns and customer service for these items. FBA listings offer free expedited shipping on eligible orders for Amazon Prime members.

You could choose to use Fulfilment by Amazon for some or all of your jewellery items, or even use Multi-Channel Fulfilment to fulfil orders across different sales channels.

Keep customers engaged

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 products 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.

Draw up a marketing strategy

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?
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 products 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.

Sustain inventory health

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!

Refine your pricing strategy

An ideal pricing strategy will keep your 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 >

Consider staffing needs

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.

Scale up production

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 >

Where to sell jewellery online

One key decision for your jewellery business will be where you’ll sell your items online. It’s important to get your jewellery products in front of the right customers where they spend time online, and here are two popular options. Keep in mind that many online sellers choose to promote their products across multiple channels to maximise the reach for their brand and products.

Online stores

An online store empowers you to sell to an established customer base, often with payment and marketing features built right in. Even if you’re not really 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.

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 >

Social media

Social media can be a brilliant place to connect with customers and built a loyal following. Many online sellers use social media to interact with their repeat buyers and drive traffic to their online store. Think about which social media platforms your customers would be using regularly, and what type of content they like to see and engage with.

Advantages of selling on social media

Selling jewellery via social media offers a few different benefits:

• It is cost effective
• It’s very easy to use
• Popular platforms have millions of users
• You can expand your reach with paid advertising
• You could link social posts directly to your online store

Social media can be a great avenue to share videos about your products, show behind-the-scenes insights into your jewellery business and understand your customers even better, so you can continue to delight them!

Considerations for selling on social media

As with an online store, social media can be a competitive space. Think about fresh ways to invite interest and interactions. You might like to show the human side of your business on these channels. Perhaps you could share short videos of your team packing orders, or take your followers through your product design or selection process. Perhaps you can educate your diamond jewellery customers on the four key grading qualities of a diamond, so they know what to look for.

Consider maintaining a brand presence on multiple channels and diversify your reach!

Final tips for jewellery selling success

You might be planning to sell cute novelty jewellery or premium fine jewellery. No matter which jewellery designs you plan to sell online, here are some essential things to remember.

Keep it customer-centric
Focusing on customer-centric branding, pricing and service can help you to satisfy customer demand and deliver positive experiences customers will want to tell everyone about.

Grow customer reviews
Customer reviews can have really powerful word-of-mouth value for your branding and products, so focus on great service and ask your customers to share their opinions.

Use your selling tools
Make the most of all the selling and marketing tools at your disposal, including your account analytics, advertising features and your Amazon Storefront.

Review the competition
Regularly review the products and prices of other sellers in your category, so you can stay across trends and remain competitive.

Grow steadily
Remember that it can take time to build your brand presence online. You could share lots of interesting product details and behind-the-scenes insights to expand your reach.

With some thoughtful planning and the right seller tools by your side, you can build strong foundations for your own online jewellery business. There are many resources available including our Beginner’s Guide to help you get a sparkling start. Why wait when you can begin today?

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