How to Start a Jewelry Business in 13 Simple Steps




Online jewelry sales are growing by 5 to 6% each year. The global jewelry industry is expected to be worth $480.5 billion by 2025.


As you can tell from these stats, selling jewelry online or starting a home jewelry business has massive potential and is a superb way to make money on the side. Entry levels to getting a slice of the huge spend are very low. You can create handmade jewelry at home and use your online store to reach customers all over the world.



Here’s a step-by-step guide to starting a jewelry business:

  1. Create your online store

  2. Source your materials

  3. Decide on a business model

  4. Brainstorm a jewelry business name

  5. Clear any legal issues

  6. Understand your audience

  7. Determine your pricing

  8. Choose where to sell your jewelry

  9. Design a jewelry brand and logo

  10. Take large, clear photos of your jewelry

  11. Optimize product and category pages on your website

  12. Build a free marketing strategy

  13. Consider online advertising





How to start a jewelry business online


01. Create your online store


Every business needs a website—your soon-to-launch jewelry store included. Why? Because a website opens your small business up to a world of potential customers. People can find your jewelry and make an order even if they’re thousands of miles away. Your customer base expands dramatically from just the town or city you’re in.


At this early stage, you don’t need to invest hours into starting an online store. Get your jewelry store up and running by choosing an eCommerce platform like Wix.


Then, start designing your store with the help of an eCommerce website template. These are premade sites that have been professionally designed and optimized for sales.


Don’t worry, the templates themselves are completely customizable. You can edit page layouts, change colors, add or delete features and pages, and upload custom imagery throughout the site. Here are some features you’ll want to consider when choosing the best eCommerce template for your jewelry website:


  • A homepage with a large hero image that grabs a visitor’s attention

  • A navigation bar that helps shoppers browse categories

  • Large product images that zoom in when a visitor hovers their mouse over them

  • One-click add to cart buttons that simplify the buying process

  • Prominent call to action buttons (CTAs) that drive shoppers to convert, like Shop Now or Add to Cart

  • Information page templates for your about section, shipping policy, returns policy, and payment methods

Take a look at Linkedge Jewelry’s homepage, for example. They’re using a Wix template that has a hero image on the homepage that showcases their jewelry line and style. There’s also a navigation bar and call to action that drive people towards the product catalog.





02. Source your materials


The next thing to consider when starting an online jewelry store is the individual pieces you’ll be selling. Start to think about the materials you need to create each jewelry piece. This can include items like:


  • Earring studs

  • Pearls

  • Diamonds

  • Precious metals

  • Beads and gemstones


You’ll need a plan of action on where you’ll source materials from. Local craft stores, online marketplaces like Amazon or eBay, are a great starting point for small businesses. There are also some other options you’ll find by googling. Most of the time, you’ll be able to source good quality materials that don’t break the bank.


Speaking of costing, it’s crucial to price up how much it’ll cost to manufacture your jewelry. Price up each individual element to get a total manufacturing cost for each time, and try to shop around for the best deal. The lower manufacturing costs you have, the more wiggle room you have to make a profit on each sale.



03. Decide on a business model


Your jewelry store’s online business model describes the way you’ll source products and sell them.


There are tons of options to choose from in the jewelry business, such as:


  • A custom jewelry making business: Source materials and create your own custom, handmade jewelry to sell online.

  • Sourcing fine jewelry: Curate styles you love from various jewelry suppliers and designers. Build a brand around the quality or style of jewelry, then resell their products to your customers at a profit. Customers can come to your business to find a specific type of jewelry (or designer).

  • Start Dropshipping: Work with a jeweler or wholesaler who picks, packs, and sends the item to a customer whenever they place an order through your website.


Create a business plan that explains which model you’ll use. The document shares how you intend to source, manufacture, and sell your jewelry, alongside information about the person you’re planning to sell to.


Need help creating a business plan? Here’s a free template you can use to jot down how you’ll manage your new jewelry business.



04. Brainstorm a jewelry business name


Every business needs a strong business name. It’s how customers will get to know you, and will be front and center for all business assets—including your website, invoices, legal documents, and customer’s bank statements.


There are two routes to take when you’re brainstorming a business name. You could go for a name unrelated to jewelry and create a standalone brand that later becomes known in the jewelry industry, like Tiffany’s and Swarovski. Or, your business name could obviously imply that you sell jewelry, such as Goldsmiths and The Diamond Shop.


Our jewelry business name generator is a superb place to start if you prefer the latter. Simply add the type of product you’re intending to sell—such as earrings or necklaces—and hit enter. You’ll see a list of jewelry business name ideas to choose from:




Good brand names are short and easy to remember. Avoid any words that are difficult to spell. The easier it is for a customer to remember your brand name, the less trouble they’ll have finding you online.


It’s also sensible to check that the domain name and social media handles are available for your chosen business name. The Wix name generator shows this for you, alongside various domain extensions other than the traditional “.com”.


Having the same brand name across various platforms boosts brand consistency, too—something proven to help businesses increase revenue by as much as 33%. So you’ll want to match your domain name to your business name. The easier it is to remember your jewelry brand’s domain name, the more chances customers will visit.



05. Clear any legal issues


By this stage, you’ll have a brand name for you to sell your jewelry. But before you start selling your products online, enquire with the trademark office to check you’re not infringing on another business.


Once you get the all-clear, consider registering your jewelry business. Registering as an LLC, rather than remaining a sole proprietorship, prevents you from being liable for any issues you run into as your jewelry business grows. Plus, forming a registered business often comes with tax advantages. This can be beneficial especially if you plan to scale your jewelry business from side hustle to full-time job.


A new bank account is key, too. That way, you can easily keep track of your business expenses and income without it getting mixed up with your personal transactions. Choose an accounting tool that integrates with your new business bank account. Knowing exactly what’s coming in (and out) will help you when it comes to paying taxes.


Another thing to consider is the legal requirements for jewelry selling. Depending on what type of jewelry you’re creating and the business model you’re using, you’ll need to comply with jewelry rules and regulations to avoid landing yourself in hot water. For example, some countries require you to obtain a certificate when buying jewelry to confirm it's authentic. Others may need your jewelry to have a hallmark in order to be able to sell it for its maximum value.



06. Understand your audience


Whatever products you’re selling online, you need to know your potential customers. A solid understanding of these buyer personas means you can craft products and pricing that they’ll enjoy—and create a marketing plan to position your products in front of them.


Do some market research on what type of person would buy the jewelry you’re selling. Are you selling low-cost fashion jewelry pieces that teens would wear? Or customized jewelry at a higher price point for women aged 30+? Where does your target audience live?


The easiest way to do this is to do some competitive research. Find jewelry retailers selling items similar to yours, and look at the people they’re marketed at. Chances are, your potential customers won’t be too different.


You can show your jewelry to various people and survey them. Would they buy it for themselves or someone else? What qualities does the person receiving your jewelry have?


At this stage, your goal is to know as much as you can about the people most likely to buy your jewelry. Don’t be afraid to schedule interviews with family members, and arrange focus groups to get feedback. Video conferencing tools like Zoom or Google Meet can facilitate focus groups without having to meet up in-person.


More data will come as you begin to sell; that’s where you’ll get a better understanding of your audience. But at this stage, you need to know what your ideal customer looks like. You can work backwards and fine-tune your entire business strategy to create content for them, market your jewelry to them using their own language, show their demographic in photos—and more importantly, create a product they’ll buy.



07. Determine your pricing


Speaking of your target audience, you need to know what price point they’d consider buying your jewelry at. This can be as simple as asking what they will be willing to pay for this type of jewelry during your research.


You could also look at what similar jewelry products are selling for online. You want to price competitively: too high and you’ll alienate people; too low and you won’t make enough profit to make your new jewelry business sustainable.


Regardless of where you decide the perfect price point is, make sure you factor in costs for production and material. For example: if materials for a bracelet costs $15 and you’re selling it for $20, you probably won’t make much profit, if you do at all.


Start by calculating your costs. That includes:


  • Manufacturing

  • Labor

  • Shipping

  • Website

  • Marketing


Then add between 5-20% profit margin, depending on the overall price range of your item. That way, you’ll turn a profit on each item—regardless of how much your overheads are.


Remember that the first prices you set for your jewelry business probably won’t be the same prices you retail at a few months down the line. When you’re just getting started, the key is to do lots of research. If you find that very little customers buy because feedback tells you that it’s out of their budget, consider bringing prices down (and vice versa). You’ll soon land on a price point customers are willing to pay for your jewelry.



08. Choose where to sell your jewelry


One of the biggest decisions you’ll make as a small business owner is where you’ll sell your products.


Marketplaces like Etsy and Amazon are popular for jewelry makers to sell their products to a worldwide audience. However, there are many perks to setting up your own online store:


  • Avoid paying fees to the marketplace to process transactions.

  • Gain complete control over design and user experience.

  • Any marketing you do for your jewelry website benefits your own brand (not the marketplace’s).


There’s no reason why you couldn’t do both, though. If you created your website with Wix, you can easily integrate your store with marketplaces like Amazon and eBay. This allows you to list your catalogs on these marketplaces. By integrating with eBay, you can manage all your inventory from your website’s dashboard.


As an extra bonus, integrate your store with Facebook and Instagram Shop to allow customers to browse your products on social media.



09. Design a jewelry brand and logo


Earlier, we touched on the fact the name of your jewelry business forms the foundation of your brand. This stage is where you’ll create other assets to enforce brand consistency, such as a logo.


You can get professional design help with this, but if you’re just starting out, you can take the DIY approach. Use tools like the Wix logo maker and decide on a color scheme for your website. You’ll want to have consistent branding across every touchpoint your customer has with your jewelry store so they recognize you.


That’s why you should also create other branded assets while you’re in this stage, including:


  • Social media headers

  • Letterheads

  • Business cards

  • Invoice templates

  • Email signatures


It might take some time for your brand to start etching into the minds of your potential customers. But the value of strong eCommerce branding is tenfold: 60% of millennial consumers expect a consistent brand across all channels. That loyalty they have for a well-known brand is worth 10x more than a single purchase.



10. Take large, clear photos of your jewelry


Did you know that 83% of US smartphone users think product photography is "very" and "extremely" influential to purchasing decisions?


You need to invest in high-quality photography when snapping pictures of your jewelry. A high-quality camera is essential for taking photos of your items.


It’s smart to have a variety of product photos for your online jewelry store. Items shot against a simple and clean background make it easier for potential customers to see the jewelry piece in all its glory. Also consider shooting close-ups and photos of the jewelry being worn.


Flair Accessories, for example, shows what their necklace looks like on a model:





Make sure shoppers can see the item in reference to something they’re familiar with, which will help them gauge the size, depth, and color of the jewelry. This has an extra bonus of helping alleviate returns: 22% of returns happen because the product looks different in-person.



11. Optimize product and category pages on your website


Your jewelry website should have a homepage that welcomes visitors. A bright, clear image that gives customers an easy way to find the jewelry they’re looking for is the key to converting more people who land on the homepage.


But to make shopping even easier, create category pages for each type or style of jewelry. Categorize by bracelets, necklaces, and rings or by costume, antique or fine jewelry. Link to those categories from your site’s main navigation bar.


Here’s a superb example from Reva Gray who shows this in action:





You could get creative with these categories, too. Think of the circumstances people would be buying products under. Are they buying a gift for their wife? Looking for personalized jewelry? Searching for an item with a specific material? Categories for each of these make it easier for potential customers to find the products they’re looking for.


Inside your categories you will link to individual product pages. These standalone pages should include a product description of each item in your jewelry line. The secret to a product page that sells jewelry is including everything a customer would want to know about that item.


The essentials include:

  • Price

  • High-quality images

  • Product dimensions

  • Add to cart button


We also recommend these other product page elements: