How to Sell Jewelry Online: What You MUST Do to Succeed in 2024

21 min. read
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More than 29 million people purchased jewelry online daily last year. So buying and selling jewelry online is big business and can be hugely lucrative!

With stats like these, however, it’s safe to say that competition is huge. Not to worry though! We’re here to provide you with an expert guide to get you on the right track.

Ready to become an entrepreneur selling jewelry online? Let’s dive in!

Why Sell Jewelry Online?

With jewelry being a billion-dollar online marketplace, why wouldn’t you want a slice of that pie?

Because jewelry is a consumer product, it knows no boundaries! Jewelry appeals to both men and women no matter their age (or culture)! With this in mind, you know that you’ll never run out of buyers.

Check out what’s being bought online:

The jewelry industry is also hugely diverse:

Sellers can offer rings, necklaces, bracelets, anklets, or belly rings, just to name a few. Each of these products can be made from hundreds of different mediums such as gold, diamonds, gemstones, shells, beads, and more!

In fact, jewelry is so diverse that if you start digging into the multitude of options, you may find your head spinning. For each unique piece comes a unique design and so on. Take a look at the image below for a better insight.

Head spinning, yet? These are just the clasps available to tie your jewelry together! If something so small is this diverse, there should be no problem finding unique pieces to offer your customers, right?

Right! The number one thing you should focus on before starting your jewelry store is understanding how to keep it running.

So, how do you sell jewelry online to make a living? We’re glad you asked!

How to start a jewelry business online

Because fashion is a fluid industry, you’ll need to keep your customers engaged by updating your product range and adding up to date trends to your store. Keep in mind that fashion is an ever-evolving niche with new trends and fads.

Step 1: Research

Your customers will constantly be on the lookout for new pieces to add to their wardrobe. 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!

But, how do you know when new trends roll in? Great question! One way is to follow jewelry blogs such as:

  • Gem Gossip - This blog was created by Danielle Miele, an avid jewelry collector. She mainly blogs about the different types of jewelry she finds on her travels, but keeps her followers in the loop with what’s hot right now.
  • Gemologue is written by Liza. She blogs about fine, fashion, and vintage jewelry and her finds from around the world. She has an awesome section on her blog called Gem Talks where she interviews top people in the jewelry and fashion world. She also studied Gemology in New York so she definitely knows her stuff!
  • Diamonds in the library is an awesome jewelry blog written by Becky. Her blog is literally a library covering topics such as design, photography, history, how to buy the best jewelry, and more. This is definitely a blog to follow for all things jewelry!

But here’s a pro tip for you: Plug in the keyword “jewelry trends” into Google Alerts for up to date trends. When you do this, Google will help you out by emailing you when a new article pops up including your keyword - nice!

Finally, SaleHoo also offers a way to find new jewelry by using the Market Research Lab. Here, you’ll find hot new products including how much an item is selling and average profits.

Step 2: Find jewelry suppliers

If you’re not making your own jewelry, you’re going to need to find a reliable jewelry supplier. But where do you start? It’s fairly easy to find jewelry suppliers, but it can be a challenge finding a good one that you can trust. First, you need to decide if you’re looking for a jewelry dropshipper, wholesaler, or manufacturer. While the process of finding them is similar, there are minor differences.

Read more about finding quality suppliers for your jewelry brand here.

Finding suppliers

  • Google search: Start with Google. Simply type in “jewelry supplier + [area/country you want]” and see what comes up. The top-ranked suppliers are there for a reason, but they might also be the most expensive. This is one time when you might want to venture into page 2 or 3 of the Google search.
  • Online marketplaces: A lot of manufacturers are based in China. An easy way of finding these suppliers is by looking on websites like Aliexpress and Alibaba. A lot of suppliers list their items for sale on those sites. You can look for jewelry similar to what you hope to sell and then contact those suppliers directly. Just make sure to do you due diligence - check their details, order samples, and maybe even visit the supplier in person.
  • SaleHoo: You can use SaleHoo to find more than 8000 quality suppliers that have been vetted and verified. You can contact the suppliers directly through SaleHoo and even use pre-written email scripts to streamline the process. SaleHoo is the fastest, safest way to find jewelry suppliers that you can trust.
  • Trade shows: You can see if there are jewelry trade shows happening in your area by searching for them online. Trade shows are a good option if you want to meet suppliers in person and talk about your specific product needs or discuss together strategies on how to promote your business through banner advertising or POP marketing.

Step 3: Setting up your Store

To be honest, it’s going to take more than following a few well-known jewelry blogs and typing in keywords to rank your online store.

A few extra tips to follow are:

  • Create your own jewelry niche. Without a specific niche, your online store might be a flop. Doing this won’t restrict you, it’ll keep order within your store. Just like clothing, people shop for specific staple pieces of jewelry. If someone is looking for a statement necklace, they’re not going to rummage through bracelets, earrings, and chokers to find the perfect one.
  • Wear some of the jewelry you plan on selling. Why? So you can see what it feels like. A good rule of thumb: If you can’t wear it all day, your customers won’t be able to, either. It’s also a good idea to take pictures of yourself wearing it. More on product photography here.
  • Create deals your customer won’t be able to pass up. These deals may include an earring and necklace set, or a trio set (earrings, necklace, and rings). Be sure to include the price for the set as well as the price for each piece separately. If you’re selling the set for $29, and want the set to look more appealing, write something like “Or, purchase one for $18!”. That alone sounds like a good deal, doesn’t it?

It's also best to do your research and try to get some inspiration from already established dropshipping websites.

How to build an online jewelry store from scratch

It’s easier than ever to build and launch an online store to sell jewelry. Once you have a product and a supplier, you can use one of the following tools to start building your store. All of these tools allow you to either build an online jewelry store from scratch, or add eCommerce capabilities to your existing website.

  • Shopify: Shopify is a complete eCommerce solution that allows you to set-up your online store with all the features you need to get you up and running in no time.
  • BigCommerce: BigCommerce is an online store builder (hosted shopping cart software) that allows you to do everything yourself, including add products, upload photos, process orders, create pages, create discount coupons, and more.
  • WooCommerce: WooCommerce is essentially a Wordpress plugin that allows you to add eCommerce functions and features to your own site. Just be sure to find ways to speed up your WooCommerce store if it starts to slow down.

When setting up a online store for jewelry, style is very important. You want the website to reflect your brand and its messaging. If you’re selling fine jewelry, you want to use a sharp, clean, modern design with slick product photographs.

If you’re selling handcrafted jewelry, you want it to appear more laid-back and bohemian. Think about your audience and customers when designing your website and, if you can afford it, pay for the services of a professional web and graphic designer.

You should also consider offering a range of payment options on your site, including credit card, Paypal, Stripe, and Afterpay. Most of these can be added easily using any of the software above.

Step 4: Pricing your Jewelry

One of the toughest decisions you’ll have to make: pricing your jewelry. A good rule of thumb to follow when starting out is to start with four times your material cost and packaging.

Most consignment or wholesale opportunities take up 40 to 60 percent of your retail cost. By starting your base price at 4 times your materials cost will keep you from working for free (or worse, losing money).

Think about whether or not you’re going to charge customers for shipping, too. If so, be sure to add in how much it’ll cost them before they abandon their cart at checkout.

Other questions to ask:

Will you accept returns? What about refunds? What will you do if your jewelry breaks before your customer gets it? Have a backup plan in mind for freak accidents, and you’ll be good to go.

Step 5: Scale & diversify through the best places to sell jewelry online

Having your own store is a great start. But there are many more opportunities out there on third-party marketplaces and platforms. It’s all about exploring your options and not being afraid to try different things.

Here are the steps you should follow to maximize your jewelry sales. Once you finish the steps, check out our list of the best platforms and marketplaces for selling jewelry online in the next section.

Step 1: Online marketplaces

You first want to check out the big players like Etsy, eBay, and Amazon. These sites attract millions of shoppers and can be lucrative sales channels for your jewelry business.

Make sure you add Etsy to your list of potential platforms. Jewelry is the second most popular purchase category on Etsy.

Most popular purchase categories on, based on gross merchandise sales:

There are also some cool niche sites out there dedicated just to jewelry. You can explore your options in our list below.

Step 2: Social media marketplaces

Platforms like Facebook, Instagram, and TikTok are all great for promoting your jewelry. Some of these platforms also come with marketplace features where you can actually sell your jewelry directly.

You’ll need to investigate which platform is the best fit for your products. You may find that your audience hangs out on some platforms more than others. For example, TikTok is popular with millennials and Gen Z, while Facebook has a diverse user base that covers multiple age groups.

Step 3: Read seller feedback in forums

Before jumping into any marketplace, it’s a good idea to see what other sellers are saying. Online reviews and forums can be super helpful.

Reddit is a good place to start. You can search for posts from sellers detailing their experiences on different platforms.

You’ll also find some cautionary advice about what to avoid when selling on different platforms.

Step 4: Understand the fees and policies

Each platform has its own rules and costs. Some might take a bigger cut of your sales, while others might have different rules about how you list your items. Make sure you understand the listing fees, transaction fees, and any additional charges like payment processing fees.

You’ll also need to be aware of the platform’s policies and guidelines. This can include rules about how items should be described, what kind of photos can be used, and how you interact with customers.

Step 5: Try out multiple platforms

Diversifying where you sell is super important. Don’t put all your eggs in one basket. If you only sell on one platform, your sales can drop off a cliff if something goes wrong. Selling on multiple channels helps to reduce that risk.

Multi-channel selling also helps you reach more potential customers. Different platforms attract different customers. Being present on multiple platforms can maximize the chances of making sales.

Where to Sell Jewelry Online

Looking for the best places to sell jewelry online? We’ve got you covered. Here are the top marketplaces and platforms that you should be using:


Etsy is the darling of the arts and crafts retail world. It’s the most established and popular eCommerce platform for handcrafted goods. That’s largely because it was the first major breakaway from the likes of eBay and Amazon. It claims to have close to 54 million registered users, 20 million active buyers, and 1.4 million sellers. This was back in 2014, though, so those numbers are likely to have increased. While Etsy looks and feels like a niche platform - the online version of your weekend craft market - it’s really a massive retail force.

Jewelry is perfect for the Etsy platform, especially if you can source or create something unique. You’ll be competing with thousands of other sellers, so you need to do everything you can to stand out. Just be aware of the $0.20 USD listing fee per item, which can add up quickly if you’ve got a large inventory. There’s also a 5% transaction fee.

Ruby Lane

Ruby Lane is an online marketplace devoted to antiques, art, vintage collectibles and jewelry. It’s the perfect place to sell jewelry online. While Ruby Lane is smaller than places like Etsy and eBay, it has a much more targeted customer base. And besides, Ruby Lane claims to have 1.1 million unique visitors per month, which is a lot more than you’ll get coming through your doors in a traditional retail store. Ruby Lane is also more “high brow” than its competitors, which means you could have more success selling high-end fine jewelry.

Most of Ruby Lane’s users (85%) are women aged over 40, which also happens to be a demographic with disposable income to spend on jewelry. While there’s no commission, Ruby Lane charges $0.19 per listing and a tiered “maintenance” fee that ranges from $69 a month for small sellers, to $0.01 per item for major sellers. There’s also a one-off $100 set-up cost.


eBay is the second largest online retail website in the United States, behind Amazon. Its auction option makes it a good platform for selling jewelry, especially secondhand items or antiques that might hold more value than you realise. eBay has become a highly competitive market and tends to favor sellers that can compete on price - sometimes leading to a race to the bottom.

If you can optimize your listings and source jewelry that people want to buy, then you can still have success selling jewelry on eBay. eBay has put together its own guide to selling jewelry, which is worth reading if you’re considering selling on the platform.


Bonanza is becoming one of the most popular alternatives to eBay and Amazon and seems to be a great option for selling jewelry online. A quick search shows more than 85,000 items listed under “handcrafted jewelry” on Bonanza. While that sounds like a lot, it’s not as much as some major online marketplaces. If you have a unique jewelry product backed up with some savvy marketing, you could have success selling jewelry on Bonanza.

The best thing about Bonanza is that it’s free to set up your store and they only take a 3.5% commission from the final value of each sale. That means more money in your pocket compared to most other platforms.

Amazon Handmade

Amazon launched Amazon Handmade in 2015 to give artisans a more targeted platform to sell their wares. As the name suggests, Amazon Handmade is exclusively for handmade goods, including jewelry.

Amazon Handmade reviews every artisan application and audits production methods to ensure that the goods are genuinely handcrafted. This is a good option if you make handcrafted jewelry as it removes the competition from sellers of cheap, generic jewelry. Amazon is offering free Professional selling plans (usually $39.99 per month) to Amazon Handmade artisans until the end of 2021. They do take a 15% referral fee per item sold (or $1 minimum per item). So you’ll have to weigh up whether the fees are worth it.

Keep in mind, Amazon is by far the largest online retailer in the United States and one of the biggest in the world. If you can tap into that customer base, you could do very well for yourself.

Facebook Marketplace

Facebook Marketplace is a great place to sell products. It’s super convenient because so many of us use the platform anyway to keep up with family and friends. With over 800 million monthly users checking out Marketplace, you are sure to find someone to sell your products to! Plus, there are no fees to sell on the platform! Win!

However, customers do expect 24/7 communication and to build a good reputation you will want to have a fast response time. This also means creating a professional-looking Facebook page. Check out Facebook's help guide, for more information on selling on Facebook Marketplace.


Overstock is an online marketplace that has been around since 1997. It has over 40 million customers a month and jewelry and watches are popular selling categories. There are a ton of successful online jewelry stores on the platform. Their commission is apparently slightly higher than other channels and they charge about 10 cents for each listing; however, it is hard to know for sure until you sign up to be a seller.

Check out this helpful article for more information on how to sell on Overstock.


With over 15 million unique visitors per month, Sears is a great place to sell unique and fine jewelry items. However, it is an online marketplace only open to US sellers. The great thing about Sears is that your listings will appear alongside theirs meaning your products will look like they are from Sears which gives confidence to the buyer. They don’t require any long term commitment and you can leave at any time. However, it will cost you $39.99 a month to be on the platform and they take 8-20% commission depending on the item sold.


I’m sure you have heard of this massive player. They have just revamped their jewelry segment so now could be a great time to jump on board. They have a bit of a rigorous process to get approved but this also means you will have less competition. It seems as though the most important requirements are high quality products and great customer service.

Once approved the best perk about Walmart marketplace is no monthly fees. You only pay for what you sell and you also get access to their conversion tools.

Be sure to check out their website for more information on getting started with Walmart marketplace.

Pro Tips For Selling Jewelry Online

Now that you’ve got a good idea on how to start up your online store, as well as what you’d like to sell, we’re going to offer you some pro tips to keep your store up and running.

Don’t worry, these tips are free of charge! All we ask is that you implement them daily (and share this article, if you found it helpful). Sound good? Great!

Tip #1: Avoid Fake Products

This is probably the most important tip we can offer you. By avoiding fake products, you’re saving your customers (and yourself) from grief. Did you know that brand-name jewelry (like Tiffany and Co., Bvlgari, and Gucci) are all victims of counterfeiters?

One sure-fire way to avoid selling fake jewelry is by only supplying materials from suppliers who are members of the BBB (Better Business Bureau).

As shown in the image above, it’s easy to spot fake jewelry. Most fake products will turn your skin green after a while (and, in some serious cases, can cause rashes). This ring, however, looks like costume jewelry, so the buyer should have seen this coming.

There are so many suppliers out there currently selling cheap products. Here’s the problem, though: If you’re caught selling knock-off items, you could have your website shut down. You could even face prosecution by the original brand owner!

Even if that doesn’t happen, your customers will still be unhappy and won’t come back.

Think about it - would you rather buy items at a higher cost to please your customers (and keep your store up and running), or buy dirt cheap knock-off items and get tons of negative reviews?

The answer should be simple: stay away from fake products.

Tip #2: Give Buyers A Reason To Choose You Over Your Competition

Selling jewelry online can get pretty competitive, as we talked about before. It's vital to think of a way to differentiate yourself from the hundreds of other sellers before you get started!

Selling fair trade items is a great way to do this. Fair trade jewelry is made by artisans who work under safe and humane working conditions.

These workers are also are paid a fair wage for their work. Another great thing about fair trade jewelry is the fact that it’s also made without child labor and is crafted using environmentally sustainable methods!

If you labeled your jewelry as “Fair Trade” and explained what that meant to your customers, they’d go crazy over it. Knowing that they’re buying jewelry from a reputable source is something they’ll pride themselves on.

Tip #3: Run Strategic Facebook Advertising Campaigns

Facebook campaigns will quickly become you best friend. Because you’re able to target consumers according to certain demographics (age, gender, and location) you’ll be able to reach a multitude of people whether they’re currently connected to your business, or not.

You’re also able to set a strict daily budget as well as select how long you want your advertising campaign to run. For more help on Facebook ads, check out this post by KlientBoost.

Tip #4: Keep It Consistent

Sharing posts on social media is vital to keeping your business in the loop, but you have to share content daily!

This means you have to constantly post pictures, blog posts, and simple status updates on Facebook, Twitter, Instagram, and Pinterest.

Take some time at the beginning of the week to gather some photos, quotes, or product shots and schedule them for different times during the week. Once you get good at this, try to schedule for two weeks at a time. (You can use a tool like Buffer to do this on the cheap.)

You’ll end up saving a lot of time by putting posts in the que. Doing this will ensure that you’ll never forget to post again.

Tip #5: Provide In-Depth Product Information

Delve into comprehensive product insights through engaging free online video makers, offering an in-depth exploration of every facet. Unveil the intricacies of the product with a captivating video, delving deep into its features and benefits for a comprehensive understanding.

While you obviously don’t want to overwhelm buyers with huge paragraphs for each item, you’ll want concise and descriptive information for each piece of jewelry.

Most people want to know what they're getting ahead of time and, if anything is unclear, most won't reach out to ask questions.

By providing the materials used in designs up front, your customers will know exactly what to look forward to. You can even add why you love the piece!

More information also includes making sure your policies are easy to find so there's no confusion about returns, exchanges, etc., later on.

Finally, strong product descriptions can improve your store’s search rankings.

Four Hot Jewelry Niches To Get You Started

Wondering what jewelry niche to get into?

There are heaps of options to choose from. There are also heaps of wholesale jewelry suppliers to pick. But because we want to help you succeed, we’ve selected four niches to get you started PLUS our top suppliers from our Wholesale Directory.

Without further ado, here are four up to date jewelry niches to dig into!

Costume Jewelry

Costume jewelry is a broad term and has a bad wrap as being associated with knock off or fake jewelry. Basically, it is jewelry that is not made of precious metals and usually made of brass, bronze, and copper. The stones used are normally plastic. Another term you may have heard it be called is fashion jewelry. It is inexpensive and not designed to last the test of time. Just be sure to avoid scams and purchase fashion jewelry instead of the real thing!

If you are looking for a supplier for costume jewelry we recommend Fashion Jewelry For Everyone found in our Wholesale Directory. This website carries affordable fashion jewelry for, well, everyone! They carry nearly every staple piece of jewelry you can think of at a great price.

Body Jewelry

While technically pretty much every single piece of jewelry covers this niche we're talking about body piercing jewelry here. Think nose rings, tongue bars, belly rings, and earrings (being the big player).

Salamander jewelry found in our Wholesale Directory is more or less an alternative wholesaler. They carry body jewelry such as nose rings, eyebrow rings, belly-button rings, tongue rings, and more.

Silver Plated Jewelry

Silver plated jewelry is a cheaper alternative to sterling silver. The pieces have a thin layer of silver that is coated over base metals, usually brass. This means they are affordable and still look like sterling silver but at a cheaper price. However, because the pieces are not sterling silver they likely will not last that long and the silver can rub off and tarnish.

If you are looking for a supplier check out Silver Plated Jewelry. You guessed it… They sell silver plated jewelry! They’ve been in business for over 15 years and are well trusted by many.

Handmade Jewelry

This is a super creative niche with all sorts of options to sell, including one of a kind pieces! When you’re marketing this type of jewelry you could have an earthy bohemian vibe to your store especially if you are selling fair trade jewelry or, minimalistic depending on the exact type of jewelry being sold. Handmade jewelry is usually pretty high quality due to the fact it is handcrafted and made with love so emphasize this on your store.

Also, keep in mind the uniqueness of the items. They are perfect for customers that aren’t afraid to stand out from the crowd and wear something that not everyone else is.

Looking for a supplier? My Wholesale Boutique found in our Wholesale Directory is a great option. This wholesaler boutique offers tons of fair trade jewelry at a low cost. Their jewelry is unique and will help you stand out from your competition!

Selling Jewelry Online: FAQs

It can be! It is a multi billion dollar industry estimated to be worth over 266 billion by 2027 so there is absolutely room to tap into the market and make a profit.

Almost any kind. There are so many options to choose from! Some of them have already been mentioned in this article including sterling silver jewelry, costume, handmade and body piercing. But you could sell a specific jewelry item like rings or necklaces. The options are almost endless!

The answer is that it really depends.

It depends on where you are on your journey and the type of jewelry you are selling. If you are a beginner, marketplaces can be a great place to start while working on your website and establishing your brand. However, some marketplaces are only available to US companies and are very competitive.

There are lots of successful jewelry businesses that solely sell on marketplaces however a website is a great option to build a brand and authority. You can also keep more profit and are better equipped to track your inventory.

A great place to start with finding jewelry suppliers is to use a supplier directory such as the one we have here at SaleHoo Directory. You can also Google search for suppliers, check out AliExpress, Amazon and even online marketplaces.

Definitely. You don’t need to spend money to make money. A massive bonus is that jewelry is small and easy to ship. These factors make it a pretty popular eCommerce niche. But there is still room to join.

One of the best places is on our SaleHoo Directory where we have over 8000 trusted quality suppliers that have been vetted and verified. But other options include Google search (just be careful to avoid scammers), trade shows and online marketplaces.

Wrapping It All Together

We’ve talked about why you should sell jewelry online, how to do it correctly, what to avoid when selling products, and even gave you a few wholesale jewelry suppliers to get started.

I’m afraid that it’s now time for us to part ways. Before we do though, let’s go over some of the most important details when it comes to selling jewelry from home.

  • Create your own jewelry niche. Without a specific niche, your online store might be a flop.
  • Jewelry is a consumer product; it knows no boundaries! Jewelry appeals to both men and women no matter their age (or culture).
  • Create deals your customer won’t be able to pass up. These deals may include an earring and necklace set, or a trio set (earrings, necklace, and rings).
  • Stay away from fake products. It’s as simple as that.
  • Stay consistent when it comes to sharing posts on social media.
  • Provide detailed information to your customers. What they’re getting, if they have to pay for shipping, etc. This will help both you and your customer a lot.

Now it’s time for you to spread your wings and fly! Or at least, spread your wings and create a kick-ass jewelry store. Have fun!


About the author
Simon Slade
CEO of SaleHoo Group Limited

Simon Slade is CEO and co-founder of SaleHoo, a platform for eCommerce entrepreneurs that offers 8,000+ dropship and wholesale suppliers, 1.6 million high-quality, branded products at low prices, an industry-leading market research tool and 24-hour support.

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  • tone 29th of July
    so does salehoo have contacts to manufacturers for us members where we can make some profit in ebay were we dont buy it in advance and have surplus inventory because it dont sell? tried searching and could not find.
  • Alice Delore 29th of July
    Hi Clement,

    I'm glad I got you interested in selling jewelry!

    To get started, you need to choose a platform to sell on, do some market research to help you decide what to sell (our Research Lab will help - ), and find a supplier who stocks the items you want to sell.

    I'm not 100% sure what you mean by mode of payment?

    If you mean when buying from suppliers, you should ALWAYS use a safe payment method.

    A safe payment method gives you options to get your money back if something goes horribly wrong with the supplier, such as them not sending out your order.

    In my opinion, credit card is the best safe payment option when dealing with suppliers.

    If you mean which payment methods you should accept from buyers, generally they like using payment by credit card or PayPal.

    On eBay, PayPal offers buyers protection, so buyers feel confident using this method of payment.

    To answer your last question, how much will it cost, well this completely depends on what you want to resell!

    If you want get into fine jewelry such as diamonds and gemstone jewelry, you'll need a few thousand dollars to invest in a large wholesale lot.

    But if you want to buy some cheap costume style jewelry, that many buyers are interested in, you may only need say $100 for a small to medium wholesale lot.

    I recently bought 100 cuba zirconia rings from a wholesaler for around $200 - and they are selling really well.

    It's best to get in touch with suppliers to get a good idea of price.

    I hope this helps,

    All the best!

    • Annien 20th of June
      Hi Alice!
      1. Do you mind telling me where you got your Cubics from, and where do you sell them? Im from South Africa.
      2. Theres a woman here who says she sold a piece of jewelry and 2 other things in bundles of 3, on only a facebook page - and she makes a fortune, and cant keep up with the supplying. Isnt a Facebook page rather the way to go, as it gets more seen than a website? Thanks a lot! Regards Annien
  • Alice Delore 29th of July

    Yep we sure do!

    Here are a couple you can check out: - this supplier does not offer drop shipping, but you might want to take a look at their web site anyway as they have had some great reviews by our members :)

    I understand that you are worried about ordering stock, and then being stuck with it because it won't sell - it's a big concern for most retailers, which is why market research is so important.

    To learn how to do some solid market research I recommend that you check out our guide "How to find profitable products to sell" which you can download from here:

    Good luck!

  • khalel868 29th of July
    hi, i am interested in sourcing the above mentioned Fashion Cocktail Rings. Can anyone refer a supplier to me. my email:
  • Gita 30th of July
    I bought some rings from an online site a few months ago, took my own photos, made them pretty good (in my opinion) and even got a verbal evaluation from my local jeweller to say they were worth what the RRP tags said. However, though I started the auction price at a FRACTION of the RRP, I had no bites. No questions. Nada. I guess people can't be sure if they're fake or not....?
  • Alice Delore 30th of July
    Hi Gita,

    Good on you for putting in the time to take good photos - it's so important with jewelry!

    While it's admirable that you took the initiative to go and get a valuation from a jeweler, you need to keep in mind that buyers don't go to eBay to buy at retail prices, they go to find bargains, and generally expect to pay less than they would if they were in a brick and mortar store.

    eBay is without a doubt one of the most competitive marketplaces in the world - so you really have to go above and beyond to capture buyer's attention, and get them to finally place their bid.

    It might be that there are dozens, or even hundreds of others sellers trying to sell the particular jewelry items you are selling, in which case, it could be very hard for buyers to even find your listings.

    If you find that this is the case, I recommend selling on a different platform such as Bonanzle, Silkfair or Addoway (which we have a fantastic review of here: ).

    Alternatively, here is a link to a list of our top eBay alternatives:

    Make sure you take a look through the comments section below both of these blog posts, they provide some great info from members who are trying their luck at selling on the respective platforms.

    Cheers :)

    • August Chuh 14th of February
      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 : , 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
  • Grace 30th of July
    I would like to deal in jewelry too, because i already deal in shoes, but i find it pretty hard to differentiate between a fake supplier and an authentic one. Can you help me please?
  • Diana E DeJane 30th of July
    what about vintage jewelry
  • Rudolph Wilson 30th of July
    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;// on the left click on jewelry and watches. Good Luck!
  • Alice Delore 1st of August

    Start by taking a look at this quick video I put together on fake-spotting:

    If you have any more questions, let me know :)

  • Igor 6th of August
    Good way to sale jewelry is to start with dropshipping. Find reliable supplier and you will avoid investition into huge inventory.
  • Nanette 18th of August
    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?
  • Alice Delore 18th of August
    @ 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 or 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:



    Good luck!
  • Apple Whenel 31st of August
    Dear Alice i started up my fashion jewelry small business last year any good places to sell except ebay ? welcome have a look
  • Richelle Monfort 12th of October
    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 :)
  • db123 4th of May
    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?
  • Irene Vallejo 4th of May
    @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 Talk to you soon!
  • julie 18th of July
    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.
  • Jewelry 28th of July
    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.
  • Alex 28th of October
    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!
  • Irene Vallejo 31st of October
    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 and For further questions you may send them to us at Cheers!
  • Bali jewels by Mariella 19th of May
    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.
  • Irene Vallejo 21st of May
    @Bali Jewels by Mariella: Please send us your questions at - and we will do our best to assist you.
  • Brit 21st of September
    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.
  • Irene Vallejo 24th of September
    Hi Brit, For more options please check out this forum thread with a list of various auction sites - Cheers!
  • Giftbearer 9th of January
    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.
  • Irene Vallejo 10th of January
    Hi Giftbearer, Try accessing it directly at its url address. Hope it helps. :)
  • Susan 23rd of February
    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?
  • Irene Vallejo 26th of February
    Hi Susan, You can read about the pros and cons of selling using your own online store at If you visit our forum and Education Resource pages, you will have more ideas on what to expect when you start selling online. :) Cheers!
  • Trend Setter 13th of April
    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.
  • Patricia 17th of April
    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!!!
  • Irene Vallejo 19th of April
    @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!
  • Trend Setter 23rd of April
    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.
  • Dodie 1st of May
    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 :)
  • Irene Vallejo 2nd of May
    @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. :)
  • belleafrika 3rd of June
    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
  • buy online 27th of June
    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 online
  • Zensilver 27th of June
    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!!
  • JAI 29th of July
    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?
  • Irene Vallejo 30th of July
    @Jai Why go elsewhere when we have our very own SaleHoo Stores?! :) Once you join SaleHoo you will have access to legitimate jewelry suppliers! We'd be looking forward to seeing you on board. :)
  • fashion jewelry online 30th of July
    Buying jewelry online is the latest trend among people and especially youth who want to wear the latest lovers must follow this site..xx
  • Sue Parker 3rd of September
    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!
  • tushar 14th of November
    I want 2 sell jwelleris online
  • Alice Delore SaleHoo Admin 17th of November
    @Sue Parker,

    Apologies for the late reply - I was alerted to your comment this morning. I sold rings on 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 - New Zealand's version of (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 :)
  • Jackie 21st of November
    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.
  • rohit soni 25th of November
    i want start silver jewellery business in au so i want to know is good market or not so pleeee let me know
    • shubham 4th of November
      no i dont think it is the correct time to start a silver jewellery business right now as the silver prices are skr rocketing and it is not the right time .
  • Irene Vallejo SaleHoo Admin 26th of November
    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

    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


  • Mall of Style 14th of December
    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.
  • Rahul Dhull 29th of December
    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
  • anilkumar 9th of January
    hii i am anil kumar ,i am interested in sourcing the above mentioned Fashion jewelry.and looking nice jewelry in this site..
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