How to Start Selling Jewelry Online – A Beginner’s Guide


Dani Nolan


2019 February 4th


By the end of 2017, retail jewelry stores in the U.S. generated almost $35 billion in sales. While there are thousands of brick and mortar stores across the country, the sales have tripled over the past three years thanks to the internet.

So, instead of saving hundreds of thousands of dollars to buy or rent a store, you can set up shop online.

So, how do you set up an online jewelry store? The truth is, it’s not that hard. By investing a little bit of time you can get your shop up and running easily. Here's a step-by-step guide on selling jewelry online:

  • Step 1: Choose your chain of supply
  • Step 2: Check the quality of your suppliers' jewelry
  • Step 3: Determine a price for each piece of jewelry
  • Step 4: Create an online jewelry store
  • Step 5: Add or choose a domain name for your website
  • Step 6: Choose a theme for your online store
  • Step 7: Add products to your store and update them regularly

Step 1. Choose Your Chain of Supply

Of course, no shop can function without products. And to make sure you have plenty of them, you need to choose a good chain of supply. In many cases, you may be considering reselling jewelry from someone else - so, a dropshipping company could be a perfect option for you. You'd only have to worry about making sales. Things like packing, shipping, and assuring a steady supply of products wouldn't be an issue for you.

Example of a working dropshipping store

Before committing to a supplier or a dropshipping company, make sure that they are able to provide you with stock when you run out, have a range of products, and regularly update their stock to include new trends that meet your consumer's needs.

And, if you make jewelry yourself, it's important to ask yourself the same questions you'd ask a dropshipper. Can you keep up with demand? Can you keep up a steady pace, and deliver constantly? Actually getting products shipped is one of the biggest issues for any shop. That's especially true for handmade jewelry, which may take a lot of time to produce.

Remember that if your shop is successful, your supply line will be the main difference maker. So, choose carefully. 

Step 2. Check the Quality of The Jewelry

Before buying a bulk of jewelry from your supplier or making loads of pieces, you need be sure they're good.

This is because pictures on websites are staged to look good - and all new jewelry tends to look great. However, the entire reputation of your shop may depend on the quality of those pieces.

To check the quality of the pieces you’re thinking of adding to your jewelry store, try using them for at least a few days. By handling the physical product, you’ll be able to see whether the quality of the materials is up to your standards.

This process will also give you a better idea of their reliability as you’ll be able to find out if whether they have a good customer support team to deal with any queries or issues.

Step 3. Determine a Price for Each Piece of Jewelry

One of the hardest parts of starting an online jewelry store is pricing your products. To do this, you have to consider all of your costs. These include the price you paid for the product, the cost of shipping, any packaging materials, and all of your other overheads. 

Once you know how much you’ve spent, a good base price would be to charge four times that amount. And if you make things yourself, well, try to give yourself a good hourly wage!

Step 4. Create an Online Jewelry Store

That's where things get more technical. To create your online store, you will need a suitable website builder.

To create my online jewelry store, I used Shopify because it’s got an intuitive interface and allows you to complete all the steps below from one dashboard. However, there are other great platforms on the market - I've talked about the best eCommerce solutions in my other post, so read that before you commit.

That said, creating an account with Shopify is as simple as learning your ABCs. All you have to do is visit the Shopify website and click on “Start free trial”. 

selling jewelry online Shopify homepage

From there, you’ll be redirected to two pages. The first one will ask you questions about your business. The second page will ask for more personal information such as your name, address, email address, as well as the option to share your current business or personal website URL.

Step 5. Add or Choose a Domain Name for Your Website

To choose or add a domain name to your jewelry store, start by clicking on the “Add domain” tab followed by the “Add domain button”. If you already have a domain name, you’ll have to connect or transfer it to your Shopify account by clicking on “Connect existing domain” or “Transfer domain”. If you’d like to buy one, you can click on “Buy new domain”.

selling jewelry online connecting transferring and buying domains

When connecting or transferring a domain, you’ll have to follow the individual steps on the page as these differ depending on where you bought your domain from. If buying a new one, simply type your preferred URL in the box. If it’s available it’ll say “Buy” next to it. If it’s not it’ll say “Unavailable” and will give you alternative options below.

Step 6. Choose a Theme for Your Online Store

The next step is to choose a theme for your store. To do this, click on “Home” on the top left-hand corner of your dashboard.

Then, click on the “Customize theme” tab followed by the “Customize theme” button. From there, you’ll be given the choice to customize the signature Debut theme assigned to your site, explore free themes, or visit the theme store for more options. You can also upload your own theme if you have one.


When choosing a theme, I recommend you keep it simple. Anything too complex or busy could pull the attention away from your products. Additionally, you want to make sure that the template you choose is responsive on mobile devices.

Step 7. Add Products to Your Store and Update Them Regularly

Once you’ve completed the design side of things, it’s time to upload your products. To do this, click on the “Home” button on your dashboard followed by the “Add product” tab and the “Add product” button. On this page, you’ll be able to add the product names, descriptions, images, prices, and choose the shipping options.


From here, you can also do some SEO by adding the keyword, meta description, and URL for each product. Alternatively, if you already have a list of products, you can import these by clicking on the “Products” tab on the left-hand side of your screen followed by “Import”.

selling jewelry online SEO for products

Additional Steps You Can Take When Selling Jewelry Online

Learning how to sell jewelry online isn’t just about creating an online store. You also have to know how to reach your target audience. Luckily, Shopify gives you the chance to reach a broader set of customers by allowing you to create marketing campaigns. You can do this by:

  1. Clicking on the “Marketing’ button on the left-hand dashboard
  2. Clicking on “Create campaign”
  3. Setting your campaign objective
  4. Sharing your campaign with customers across Google’s network, and the right audience on Facebook

Don’t forget to also create your own individual social media pages and share fresh content regarding your jewelry store to keep your audience engaged.

In the meantime, if you’ve used a different method to start your online jewelry shop, I’d love to know in the comments below.

Leave a Comment

* your email will not be displayed