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Selling Jewelry Online Sucks Unless You Know These Important Facts

Selling Jewelry Online Sucks Unless You Know These Important Facts

Did you know that over 2 million people shop for jewelry online every day?  Buying and selling jewelry is big business, and it's also hugely lucrative!

While selling jewelry can be a very profitable, it is also a competitive item to sell online, especially when you are selling on eBay. So to help you get started, check out this expert guide to selling jewelry online.

Why Sell Jewelry?

The online jewelry market is a billion-dollar industry - who wouldn't want their share of that pie?

As a consumer product, jewelry knows no boundaries; it appeals to both men and women of all ages and cultures, so you will never run out of buyers!

Jewelry is also hugely diverse: Sellers can offer rings, necklaces, bracelets, anklets, or belly rings. And each of these can be made from hundreds of different mediums like gold, diamonds, gemstones, shells and beads.

Best of all, jewelry is easy to store (no need to pay rent on a large warehouse) and cheap to ship to buyers.

How to Sell Jewelry for Maximum Profit:  Keep Up With Trends

In order to keep your buyers interested, you need to continue adding to your product range and keep up to date with the latest trends. Fashion jewelry is a fluid industry; always evolving and giving rise to new fads and trends.

Buyers will be on the lookout for these. In order to make sure you have these new hot items in stock, you need to know about the trends even before the most devout fashionistas!

The best way to stay on trend-alert is to regularly check out fashion jewelry blogs such as Jewelry Whore.

I also recommend setting up Google Alerts for the keywords "jewelry trends". Do this, and Google will email you when new articles pop up about your chosen keywords.

Avoid Fakes

If I could offer you just one piece of advice when it comes to selling anything online, it would be to stay the heck away from fake items! Brand-name jewelry items by the likes of Tiffany and Co., Bvlgari and Gucci are all victims of counterfeiters who produce thousands of copies annually.

While there is a hungry market of buyers out there who want to buy cheap fakes, the bottom line is selling fakes or replicas is illegal. If you are caught, you could have your website or eBay account closed down. You could even face prosecution by the brand owner.

You can easily avoid selling fakes by:

  • Always sourcing your inventory from authorized suppliers.
  • Avoiding Chinese suppliers when buying branded items.
  • Using suppliers who are members of the BBB Reliability Program.

Give buyers a reason to choose you over other jewelry sellers

Selling jewelry online can get pretty competitive, so it's vital to think of a way to differentiate yourself from the hundreds of other sellers before you get started, and selling fair trade items is a great way to do this.

While many trends come and go, it seems fair trade jewelry is here to stay. Selling fair trade products is something that retailers need to take seriously. Fair trade jewelry refers to jewelry which has been made by artisans who work under safe and humane working conditions and are paid a fair wage for their work. Fair trade jewelry is also made without child labor, and is crafted using environmentally sustainable methods.

Buyers love the socially responsible glow they get from buying fair trade jewelry. Ensure that you accurately describe what it is that makes the items fair trade. Buyers will want to know, and furthermore, they will be more likely to open their wallets when you remind them why fair trade jewelry is so important.

3 Hot niches to get you started!

With so much choice, finding hot jewelry niches is easy, but to get you on the fast-track to selling wholesale jewelry, here are 3 smokin' hot niches:

Fashion cocktail rings. Any oversized and with plenty of bling is currently flying off the shelves. Look for suppliers offering these in this season's hottest colors such as aqua and yellow.

Fair trade jewelry. As I mentioned, buyers love this stuff, and you'll love the feeling you get by making money through selling ethical products.

Men's jewelry such as rings, cuff bracelets, and necklaces. Money clips are also popular among the fellers.

Which of the above tips will you implement on your business?

Got a question about sourcing or selling jewelry? Let's hear it!

50 Comments view all Add your comment
what about vintage jewelry Reply
Hello fellow sellers, there is a Super Store with wholesale prices and some just a little above that has fantastic jewelery, you may want to take a look for your self, they also drop-ship. I use it to sell on e-bay - addoway and looking for other alternatives I can place the products on, here's the address http;//www.TheDreamRoom.net on the left click on jewelry and watches. Good Luck! Reply
Site Admin
@Grace, Start by taking a look at this quick video I put together on fake-spotting: http://www.salehoo.com/blog/how-to-spot-fakes-sent-by-your-supplier If you have any more questions, let me know :) Reply
Good way to sale jewelry is to start with dropshipping. Find reliable supplier and you will avoid investition into huge inventory. Reply
Hi Alice, thank you for the informative article. I sell handmade jewelry, but it is very unique (hand-decorated ostrich egg shell, set in Sterling Silver) and because it is not so 'trendy' it is not widely searched. I am having difficulty knowing how to market it. What advice would you give to a jewelry seller of a 'new and/or unusual' product? Reply
Site Admin
@ Nanette, Your jewelry sounds very pretty! I think the best advice I can give you is try selling on sites other than eBay. Hand-made jewelry is not often the cheapest to buy at wholesale, and therefore it can be hard to compete with other sellers who are selling cheaper jewelry items. You might find you make more sales on a site like Etsy.com or Bonanzle.com which attract buyers looking for handmade or unique items - definitely somewhere gift buyers visit which I believe will be a large portion of your market. To appeal to those buyers looking for gifts, consider offering free gift wrapping, as well as a service where you ship directly to the buyer's friend or family member who will be receiving the gift. You could even include a little card wishing them a happy birthday or write a personalized message from the buyer, for example. Plenty of dollar stores have cheap gift wrap and ribbon that you can stock up on, so it won't cost you much to offer this extra service, but your buyers will see a lot of value in it. Plus, by shipping directly to the gift recipient (rather than the buyer) you are appealing to last minute shoppers as well :) Here is a bit of background info on both Bonanzle and Etsy that you can take a look at: Bonanzle: http://www.salehoo.com/blog/bonanzle-an-exciting-ebay-alternative Etsy: http://www.salehoo.com/blog/itsy-bitsy-etsy-grows-up-fast Good luck! Reply
Dear Alice i started up my fashion jewelry small business last year any good places to sell except ebay ? welcome have a look www.gemztone.com Reply
Site Admin
Hi Apple, You have very beautiful pieces. At this point eBay will give you the highest traffic ratings so you can list a few items there to help generate additional traffic to your store. If you don't really want to sell your jewelry on eBay, you might want to consider sites like: Etsy - a place to buy and sell all things handmade"--it really is a great deal because all your products get put into their catalog so people can search and find them eCrater RubyLane Hope this helps :) Reply
So what is an accurate way to describe Fair Trade? Also what are your thoughts on dropshipping. Once I join, will you be able to offer some of the top dropship companies? Reply
Site Admin
@db123: Yes! :) The SaleHoo directory contains small wholesalers, bulk wholesalers, drop shippers, liquidators and manufacturers for hundreds of popular products such as PS3s, baby clothes, DVDs, cell phones, designer jeans, computers, jewelry and much more. We also provide a wide range of resources on importing, shipping, Customs duties and strategies for selling successfully on eBay. Individual help is available on the forum, where staff are on hand to give advice on a wide variety of common startup issues. You may send your questions at http://www.salehoo.com/support. Talk to you soon! Reply
Buy online permits to see all products at home, that’s why I prefer buy my jewelry online because I don’t need to move from home. For example, last year I bought jewelry South Africa online. Reply
I tried selling on eBay, but there is so much junk on them, I got no bites. I had the real stuff. My advice to eBay is to have a spot for the real stuff and drop anyone who tries to put junk on it. Reply
I would really like to know some place to research different materials used in fashion jewelry, from Rhine Stones to the meaning of silver plated or alloy. Do you have any idea where I could find online explanations for these things? I buy online but sell at a stand, and I just started to weeks ago, so I have a lot to learn :-) Thank you for this fantastic article by the way! Reply
Site Admin
Hi Alex! We're thrilled to have you with us. We have not gathered any information yet about the different materials used in fashion jewelry, but you may refer to http://en.wikipedia.org/wiki/Rhinestone and http://en.wikipedia.org/wiki/Alloy For further questions you may send them to us at http://www.salehoo.com/support Cheers! Reply
I am interested in joining but have not seen any new posts in a long time... Help me out.. What are the benefits of joining.. I have a factory in Indonesia and am interested in selling online. Reply
Site Admin
@Bali Jewels by Mariella: Please send us your questions at - http://www.salehoo.com/support and we will do our best to assist you. Reply
Hey Alice, I found your article very helpful. I love fashion jewelry and I know that there is money in this industry. So, I started working with this company (Azara Jewelry). The collection is very distinctive and the prices are reasonable. I started off doing a few parties and have generated a nice income. My issue is, I'd like to sell beyond parties (and my friends) and get online. How can I sell beyond eBay, Etsy, etc. It is a tough market and I want to stand out. Reply
Site Admin
Hi Brit, For more options please check out this forum thread with a list of various auction sites - http://www.salehoo.com/forum/selling/alternative-auction-sites-11152 Cheers! Reply
When I went to The Jewelry Blog I found out it automatically redirects to a blog ring. How can you stay on that blog without redirecting? I was going to follow it but can't. Reply
Site Admin
Hi Giftbearer, Try accessing it directly at its url address. Hope it helps. :) Reply
hi i am just starting to figure out about selling my hand crafted jewelry online. we have some pictures put up for my business called Susi's Workshop, however i am currently wondering if it is worth the time and energy to try and have a website built featuring my jewelry or to just go online to etsy and pintrest to sell the items. Also say a freak incident happens and i run out of stock on my fair trade items? Any consequences besides just running out of stock? Reply
Site Admin
Hi Susan, You can read about the pros and cons of selling using your own online store at http://www.salehoo.com/education/selling-on-your-own-website/pros-cons If you visit our forum and Education Resource pages, you will have more ideas on what to expect when you start selling online. :) http://www.salehoo.com/education Cheers! Reply
Hi all, I m basically a jeweler in my country and now I like to move my business online! for that one question always raise in my mind that jewelry is a thing which consumer always like to feel and wear before buying it, on the other hand things like MOBILES or ELECTRONIC EQUIPMENT consumer is quite comfortable buying online. The main reason I think is the PRICE. Now, i would like your input in this context that do you all still think that SELLING GOLD JEWELRY ONLINE is a profitable business? Anxiously waiting for your positive feedback! Regards. Reply
Hello, I am in the process of creating an online clothing store for women that also sells fashion jewelry. I am located a few blocks away from the wholesaler that I am buying my products from. I am concerned about supply and am uncertain about how fast the items will sell. How many pieces of jewelry do you recommend that I keep in stock? Thank you!!! Reply
Site Admin
@Patricia We'd love to be able to tell how fast the item will sell for you and how many you will need to keep in stock, but we can't. It would be best to actually start selling, see how it goes and you can assess from there. :) We wish you the best! Reply
Hi all, I m basically a jeweler in my country and now I like to move my business online! for that one question always raise in my mind that jewelry is a thing which consumer always like to feel and wear before buying it, on the other hand things like mobiles or electronic equipment consumer is quite comfortable buying online. The main reason I think is the price. Now, i would like your input in this context that do you all still think that selling gold jewelry online is a profitable business? Anxiously waiting for your positive feedback! Regards. Reply
I am in the process of setting up my own online jewellery business and was wondering whether there was a rule of thumb as to how may items to start off with. Your feedback is most appreciated :) Reply
Site Admin
@Dodie I'd say a few you are comfortable with in terms with your budget, but enough for you to see the product quality and test the demand. :) Reply
Thank you, this article is very informative. I want to export African jewelry from Kenya as a wholeseller and I have no idea on where to get the buyers, can you please advise me on the way foward Reply
Thank you so much for these interesting tips for selling jwellery. it helps me to start a business in these .so keep tuch with us in future.buy online Reply
These look fab! I have just ordered myself a starter kit of pmc cant wait for it to arrive. I think i will look for a course too… Im just going to take a look at your tutorials now for some ideas thanks for sharing!! Reply
Hi, I am currently selling Traci Lynn Jewelry as an independent consultant. I was looking into starting my own online store. I was wondering if companies like Big Commerce is a good place to start with an online store. And how do you separate the quality jewelry from the junk! I want a drop ship company that is honorable and not a middle man. Any ideas? Reply
Site Admin
@Jai Why go elsewhere when we have our very own SaleHoo Stores?! :) http://www.salehoo.com/stores Once you join SaleHoo you will have access to legitimate jewelry suppliers! We'd be looking forward to seeing you on board. :) Reply
Buying jewelry online is the latest trend among people and especially youth who want to wear the latest arrivals.so lovers must follow this site..xx Reply
Alice @salehoo staff: You mentioned that you sold a lot of rings. What sites do you use to sell your jewellery? I won't use Ebay because you practically have to give your product away! Reply
I want 2 sell jwelleris online Reply
Site Admin
@Sue Parker,

Apologies for the late reply - I was alerted to your comment this morning. I sold rings on eBay.com. I agree, you pretty much have to give them away. I sold rings to build up feedback on my new eBay account so I wasn't looking for good margins. I have sold men's jewelry for good profits on Trademe.co.nz - New Zealand's version of eBay.com (I'm based in New Zealand). I think in today's market, if I were to sell jewelry, I would sell it on my own store and I wouldn't just sell any old jewelry, I would sell specific styles to specific audiences. For example, bohemian style or wedding-orientated. I'd also do a lot of Facebook marketing to build a following. I hope this helps :) Reply
Alice @salehoo staff: Do you know any great wholesale companies I can look into to purchase items from? I found one called Fashionbella, but still searching for others. I want to start my own online jewelry business come January of next year. Just want to make sure I have multiple wholesale places to order from. I don't want to limit myself just ordering from one place. Thank you. Reply
i want start silver jewellery business in au so i want to know is good market or not so pleeee let me know
rohit Reply
Site Admin
Hello @Rohit Due to the increasing costs of gold jewellery, sales have slowed down a bit in Australia, however, diamond rings and silver jewelry are doing well. :) see http://www.theaustralian.com.au/business/profit-loss/jewellery-chain-loses-its-shine-in-cautious-local-market/story-fn91vch7-1226325298612

Hi @Jackie The SaleHoo Directory provides a good list of wholesale suppliers for jewelry! If you log in to your SaleHoo account, you will see the list at http://www.salehoo.com/directory/10d0b0e4c886bec3d376f3d1f4b71e1c53ce2884


Alice - you have detailed every bit of selling jewelry online and what online fashion jewelry stores should take care of. Thanks for the wonderful post. Very comprehensive and researched.
Amazing amazing insight .. Must read if you plan to start selling online ..
eBay is great place to get noticed fast .. If you can offer something new and trendy.

designer at www.essentialsjewelry.com Reply
hii i am anil kumar ,i am interested in sourcing the above mentioned Fashion jewelry.and looking nice jewelry in this site.. Reply
Site Admin
Hello Anil,

We have numerous suppliers listing in our directory sell various types of jewelry. You can access these once you join - http://www.salehoo.com/join-now

Cheers! Reply
Hi. Just searching around.. I have a statement ring that I want to get rid of. I've had it on Ebay for over 3 months and no one bites. I even took the price down $30 and still no bites. How can I successfully sell this ring? It is genuine garnet cabachon but it's gold plated over silver (or so I was told at the gold buying place in town). My mom bought it for me a couple of years ago via a home shopping tv station for around $100, it is way too thick and large for my finger (small hands). If you don't think it can be sold at all.. please let me know what other options I would have, or if any of these jewelry people would like to possibly buy it from me, look me up. I can supply you with pictures of it. If theres anyone here interested in seeing it, just let me know. Thanks so much! Reply
Site Admin
Hello Cindy,

Its difficult to say why no one's actually bought your ring. For one I haven't seen it and I have not seen your listing as well. Jewelry is actually one of the most saturated markets on eBay. You might find the tips in the guide below helpful in creating listings that will more likely be converted to a sale:


All the best Reply
Thanks for sharing this interesting blog about selling jewelry online sucks you know these important facts all facts you explain are really helpful for me because I have thought to start online shopping for jewelry store. Reply
Site Admin
Hello there,

We're very pleased to know that you found our blog helpful. We wish you all the best with your upcoming store!

Cheers :) Reply
Thank for the great information. I make jewelry. Quality costume jewelry and I want to sell my items but finding it difficult to get my foot in the door so to speak Reply
Site Admin
Hello Sonia,

What hinders you the most? You know its fairly common to find "actually selling" (or start selling) stage to be the hardest. As long as you have researched your market and don't doubt your self and products it should all follow right in place for you.

Good luck! Reply
The concept of 4Cs is important before any purchase of diamond is good to know. Thanks for such useful information. I must say that moissianite are good to make you feel satisfy if price is a reason which keeps you away from diamond. I have found Russian Brilliants man made diamond rings and believe me its cuts, clarity are enough to attract you. Reply
Site Admin
Hello Bella,

Glad to know you found our blog helpful. And t hanks for sharing about Russian Brilliants :)

Cheers Reply
Site Admin

You wrote:

Hi Alice ,This is August from Sunshine Jewellery & Accessories , I have a jewelry manufacturer in China and we just do wholesale business , we can get about 6-8 inquiries from alibaba as we are a gold supplier of alibaba , here is my site : sunshinejewels.en.alibaba.com, but most of the buyers are small retailers from ebay or amazon , we have limitation on MOQ and they can't order that many , then we have to forgo those inquiries , could you let me know how to handle with that ? Besides , could you give more advice on that how to get the latest jewelry trend in international market ? your reply will be much appreciated ! Best Regards August

Thanks for your comment on my blog post :)

Regarding MOQ, could you allow eBay sellers to buy a mixed lot with a similar MOQ? The issue with eBay sellers is that they don't want to buy 50 of the same item because it means most of their cash is being invested in one product. They would rather have a wider spread of products. If you have an MOQ of $100 or $200, rather than an MOQ of a quantity of a single product (which it looks like you do, from a quick look at your store), you might appeal to more people.

Staying up with jewelry trends is the fun part of the job! I'd use social media as you will get a much clearer idea of what people want. You could read magazines like Vogue, etc but I think the research from social media will be more real and more accurate. Search Instagram for hashtags like #jewelry #bling etc and see what comes up. Assuming you are targeting females around 16-40, you will get some great ideas. Same goes for Pinterest. Search for jewelry and other related keywords, or browse their fashion category.

Polyvore is another social media channel you should look at - it is specifically for fashion. Browse around and look for trends to see what people are wearing most.

If you are not already using these platforms, start now! It's free and easy :) Reply
Free Member
Hi everyone,
I opened my shop on Etsy a few months ago and feel the sales have been very slow and I
Don't know why. I think maybe it is because of the SEO but I'm not sure. I know there are many people here that have more experience than I do and wanted to ask your opinion. If you could leave me a comment a would greatly appreciate all the advice you could give me.
Site Admin
Hello, Danielle!

Please head over to the SaleHoo forum -- you can post the link to your store there and get feedback and support directly from Salehoo members!

http://www.salehoo.com/forum/ Reply
i want to sell my hand made jewelry on your site Reply
Site Admin
Hi there, Pramod!

I would suggest setting up a shop with SaleHoo stores, found here: http://www.salehoo.com/stores
If you want more advice, also head over to the forums to hear from other SaleHoo members and sellers: http://www.salehoo.com/forum/ Reply
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