Online Jewellry Selling Website

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Online Jewellry Selling Website

Business Model

The jewelry industry presents strong growth numbers. Like most online businesses that deal in physical products, these platforms gets the benefit of low overheads and low inventory costs. While some opt for in-house manufacturing, others opt to sourcing their products. Jewelry store platforms generates profits like any other company dealing in finished products; that is, by keeping a small portion of profit on every sale.

Marketing Strategy

  • Leverage a number of digital marketing channels such as Paid and Organic Search, Banners, Email etc.
  • Be active on social media platforms such as Facebook, Instagram and Pinterest where there are active communities of jewelry enthusiasts. Regularly share offers and previews of collections with this community.
  • Encourage customers to rate products and write reviews. This helps in building credibility with potential customers.

Top Market Players

There are various online jewelry stores in the world catering to different geographical regions. Here are some of the most popular ones:

  • Boticca
  • Folksy
  • Bluestone
  • Astley Clarke
  • Caratlane

Now that we are familiar with names of leading online jewelry sellers, let’s have a look at features that help them sell online.

Main Website Features

It is a given that you have to score in terms of UX design. But your website needs more than just good design to get registered buyers. Here are some features that require special attention:


Design a smart homepage by focusing on product categories, trusted factors, and business critical sections. Your online store should be easy to navigate so that ladies can easily find the ornaments they are looking for.  Let’s discuss the most noticeable homepage aspects to launch a better store:

Website Banner

Opt for a slider banner to share USP, special offers, and other important details. The message on images need to be very sharp and complimented with prominent call to action. The banner must entice visitors to buy products by sharing discount & collection related information.

Top Bar

The website should focus on providing users with precise information at relevant locations. The top bar must be used to share critical links and details. It must show:

  • SignUp/Login
  • Menu Bar
  • Customer care number
  • Latest offers
  • My Account


Wishlist helps buyers save products for future reference. It can emerge as a popup when someone clicks on the Wishlist button. This is a great way to let shoppers view recently added products without diverting to another page.


Product discovery is an important part of e-commerce portals. Auto-suggest feature in search can make product discovery easier. Being an essential aspect, it must be placed in the first fold of homepage. Your search feature must also bring filters to make the search process more refined and easy.

Also provide a powerful search tool with filters for buyers to best match the product as per the specific needs of the consumers. These include:

  • Shape
  • Cut
  • Carat
  • Clarity
  • Color
  • Price

Advanced criteria where buyers can further filter down the products can also be deployed to come up with advanced jewelry portal. These can be:

  • Fluorescence
  • Polish
  • Symmetry
  • Certification
  • Depth


Associate your brand with various design innovations around social-cultural motifs and contemporary style. This must be clearly visible on homepage itself. We also suggest a similar functionality showcasing all the exclusive products on the homepage for your jewelry store .

Most Trending

In order to succeed in the highly competitive market, you need to literally put the spotlight on features that give you an edge over other players. This should be done  by showcasing the unique features like:

  • Ready to ship
  • Try at home
  • Bestsellers

If trying to capture market share of a developing nation, Try At Home can be a game changing feature.

Social Media Coverage

Give special attention to the social aspect of online retail. In order to connect with young female shoppers busy on social media platforms, put in a special section on homepage to share;

  • Presence on Instagram
  • Media coverage
  • Facebook trends

Chat Functionality

Adding a live chat feature on your website helps users interact easily with your brand and find answer to queries. Keep the process of starting a chat simple. Don’t seek too much information to initiate a communication.

Integrating a chat functionality means having a dedicated team to answer queries around the clock. So, this is something you should go ahead with caution.

User Reviews

Positive reviews play a great role in motivating first-time buyers make a purchase decision. So adding user reviews can help increase conversion rate. Our analysts at FATbit found this to be an innovative idea that can enhance brand reputation. We highly recommend this for your jewelry website.

Create your Jewelry

For consumers who want to customize their ring, earing, or anything else,  provide a interactive tool that can be operated with ease. There are various filters based on which customization can be done:

  • Setting of the ring
  • Type of diamond
  • Type of metal
  • Price index

Product Pages

Product pages are critical for every ecommerce store and cannot be compromised in any way. Raise the bar of your product pages by including:

  • 360 degree view of the product
  • Product name with description
  • Product Price
  • Add to wish list
  • Product Overview
  • Detail Information
  • Certification Information
  • Payment options details

Selection filters

Make the search filters in a precise way so that buyer is able to find relevant product without much browsing. After selecting the particular category of jewelry, users must be able to filter on the basis of:

  • Price
  • Product type
  • Metal color
  • Purity
  • Material
  • Collections
  • Gemstone
  • Style
  • Occasion
  • Shipping
  • Gemstone color
  • Size
  • Gender
  • Try@home

Gift Finder

Choosing a gift can be headache. Simplify the task for jewelry buyers by offering gift search functionality. Or gifts can be categorized on the basis of different occasions like:

  • For partners
  • Last Minutes Gifts
  • Personalized Jewellery
  • Price based Gifts
  • Gifts for relatives
  • Gifts for friends

All the major industry players like CaratLane and Wolf & Badger offer dedicated gifts section.


Most e-commerce players entice the buyers by giving offers and discounts. Bring initial buyers to your store by deploying some of the following strategies:

  • Money Back Policy – If the customer is not satisfied from their product, they can return or exchange their purchase on 100% value. Fix the time period that suits you.
  • Exchange Policy- Offer exchange for all the products if at any point a customer wants to buy or exchange their products. This will help you make shoppers stay with you.
  • Certified Jewellery- Give buyers that promise of certified jewelry and they will come back for more.
  • Free Insured Shipping- Ensure that product reaches the buyer safely by offering insured shipping. All the products must be packed in a safe travel box and should be sealed. Provide an insurance cover which is valid till the product reaches the buyer.


Signup and login process should be simplified so that more buyers register with you. Work with following points:

  • Use popup to handle both
  • Social media logins
  • Field validation

 Registration process needs to be quick and based on details like:

  • Name
  • Email ID
  • Password

Checkout process

Make ‘add to cart’ button prominent on all the pages. The checkout process must include critical features like:

  • Ability to change quantity
  • Selecting shipping options
  • Payment options

Divide the checkout process into small steps rather than displaying a lengthy form to the buyer. This is improve conversions and reduce cart abandonment.

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