Create a jewelry eCommerce store and upgrade to an international one

How to build a jewelry online store and move it globally

One of the most common items to create and sell online is jewelry, and statistics prove this statement. The jewelry market is expected to increase by almost 27% in 2025 compared to the 2020 market size on a global scale. Nearly 50% of customers also favor small firms over their larger rivals when making purchases.

US jewelry market statistics


These economic projections depict a sizable worldwide market with space for both up-and-comers and well-established industry titans. The time has never been better if you're considering starting or growing your own jewelry website. It has become even more convenient, as eCommerce platforms enable even the smallest firms to build a strong online presence.

Starting a jewelry online store can be a daunting challenge. Fortunately, our guide will show you how to create your jewelry eCommerce store, build a loved customer experience, and scale it up to an international level.

Set up your jewelry eCommerce solution and start selling

The most professional strategy to develop your jewelry business is to sell through your own online store. You have complete control over the look and feel of your store; you can put all of your products on show in one location, build a credible brand, and provide a simple shopping experience for your customers.

An eCommerce platform for designing your own online store is the best option because it enables jewelry sellers to do it without a developer team or coding skills. After picking an eCommerce software, it is just a matter of following a few easy steps: choose a template, edit it, add your products, adjust the settings, pick and integrate payment and shipping providers, and publish.

Choosing a suitable eСommerce platform for a jewelry online store

Contrary to common opinion, creating a website for your business doesn't have to be costly or lengthy. You can choose a platform based on your budget and selling needs because the majority of eCommerce website builders are free or accessible for reasonable subscriptions.

Making the right option early on will be crucial because selecting the best eCommerce platform will have long-term effects on your company. To make a more appropriate decision, jewelry sellers should look at built-in features and storefront designs that will make your jewelry eCommerce store profitable.

Since jewelry eCommerce store owners seek individuality, high customization is a significant quality of software. It can be believed that open-source eCommerce platforms can suit jewelry businesses the best. Therefore, to build an effective storefront, as well as easily implement and configure necessary eCommerce functionality, it is recommended to build your solution with nopCommerce, an apparel and accessories eCommerce platform.

Setting up your jewelry web store

An eCommerce platform is chosen and it fits your business requirements. The next step is to make it sell your jewelry products. Unlike picking an eCommerce platform, configuring and starting almost any eCommerce store can be composed in the almost ultimate way:

1. Select a theme and fit it to your brand.

It is recommended to find a concept that goes well with your jewelry company and items first. The majority of features in ready-to-use themes let you effortlessly personalize the user experience, regardless of whether you're not a professional eCommerce developer. As a result, your products and brand stand out from your competitors.

On the nopCommerce Marketplace, you can find theme suggestions for jewelry businesses, like Element, Uptown, Tiffany, Pacific, and so on and so forth. If you would like to have a more customized storefront, nopCommerce certified developers and solution partners can help you tweak any theme even more, customizing it to your specific needs.

nopCommerce jewelry theme

2. Fill your store with products and add selling content.

You must add products to your website before you can start making sales. You may upload products in bulk using scalable and enterprise-level eCommerce platforms like nopCommerce, which saves you time and effort. You may also use third-party ERP integrations to manage your products and stock.

As many different product features as you require, such as size and color, should be created. For each product variant, you can set its own SKU, price, weight, image, and stock level. If you have a complex assortment, you may also set different pricing settings.

Last but not least, compose detailed and convincing product descriptions to persuade customers to buy. Customers can only accurately understand the goods by the provided descriptions as they are unable to pick up and inspect the products.

3. Apply the best-fit payment and shipping methods.

Connecting your eCommerce store to well-known payment methods is essential for payment collection since it allows the majority of clients to make payments that are then transferred directly to your bank account. There are numerous eCommerce payment methods available that can also provide PoS, for those merchants who have a physical store, and BNPL (Buy Now Pay Later) options.

There are various approaches you can take to shipping. You can get lower delivery costs and a lot more convenience using integrations with multi-courier services available at eCommerce builders like nopCommerce. You are able to obtain real-time shipping estimates to guarantee that you constantly receive the most reasonable costs.

4. Set customer service to solve customers’ questions and complaints.

Having top-notch customer service is essential to a jewelry store's success. Customers frequently email you with inquiries about your goods that aren't addressed in the product description, especially those pertaining to sizing, materials, and shop regulations.

To correctly implement a customer service plan in your jewelry business, you can do so in a number of ways, including:

  • using personal assistance;
  • forums or blog posts with FAQs;
  • message services;
  • on-site chat applications.

5. Test and check your jewelry eCommerce store before a launch.

Before releasing your website, you should check the following items:

  • go through the links and pages that are important for your jewelry online store to operate;
  • check all visual resources for their quality and loading speed, as customers heavily rely on images;
  • ensure a flawless and easy checkout flow by going through it yourself;
  • test your website on several types of devices or at least resize a browser page so you can be sure that your jewelry eCommerce store is responsive to mobile devices;
  • verify that the jewelry store's language, currency, and contact information are all accurate and consistent.

Start promoting your jewelry shop

After launching a jewelry eCommerce website, it is necessary to attract customers. The number of them in the eCommerce industry heavily relies on digital marketing activities. Therefore, a jewelry online business needs an outstanding strategy based on popular instruments and practices.

1. eCommerce SEO and content marketing.

If want to have consistent and organic traffic growth, it is recommended to optimize your jewelry eCommerce store for search engines. Having results of keyword research, in eCommerce SEO the main aspects that can help with optimization are microdata, SEO-friendly URLs, and, obviously, content marketing. With eCommerce platforms, such as nopCommerce, you can effortlessly configure them.

To sell to local customers, you should prior your content and microdata to have information about the region your business operates, as well as local URLs. After keyword research, you can find out that there are queries about buying jewelry in a specific district. You can also use it to stand out.

Example: You and your products are located in London. From research, you identified a demand for your products in the Hammersmith area. You can add your address, working times, and location. The main page title can be “Buy elegant necklaces in Hammersmith, London”.

local SEO for a jewelry store

2. Email marketing.

One of the best strategies for developing enduring relationships with your audience is email marketing. You can advertise new items, publicize promotions and discounts, share helpful content, or provide tailored recommendations by sending emails. Moreover, automated abandoned cart emails can entice back shoppers who have left things languishing in their baskets. For effective email marketing campaigns, you are advised to use services, like Brevo.

3. Social marketing and customer reviews.

You can advertise and sell jewelry on social media to a large audience. Additionally, it is very affordable, quick, and simple to set up. However, SMM takes time and effort for research and brainstorming to generate compelling content and guarantee your audience makes purchases from your social media pages. If you need to start selling right away, you might invest in targeted marketing utilizing Facebook Ads, Pinterest Ads, TikTok Ads, etc.

Social marketing can be successfully portrayed in customer reviews in your jewelry eCommerce business when you attract your first clients. It can be believed that some buyers consider them to be necessary before making a purchase. Despite the fact that they are partially outside your control, they may be a useful tool for fostering consumer confidence and driving sales, therefore never be frightened of customer reviews.

Some eCommerce platforms can have this tool out-of-the-box, or integrate it using a plugin. With nopCommerce, you can use the built-in customer review feature, as well as add one from its Marketplace.

4. Online marketplaces.

Last but not least, B2C eCommerce marketplaces, such as Amazon, eBay, and Etsy, can significantly help you almost effortlessly sell your products. These platforms are hugely popular and get tons of traffic every day.

The downside is that you have no control over your branding, and you also face a lot of competition from other brands selling in the same marketplace. This means you probably won’t get many loyal or repeat customers, as you’re not creating a memorable brand.

Always check the rules and fees of a chosen online marketplace before signing up, as it could substantially cut your profits. Here is a table with the main terms of three giant players: eBay, Amazon, and Etsy.

Is there a subscription? Charges per listing Transaction fees Limitations
eBay No 250 free listings, then $0.35 per listing 15% if the total is $5,000 or less;

9% if the total is over $5,000

Amazon Yes, $39.99/month 20% of the price, if costs less than $250;

5% of the price, if costs more than $250

$0.99 per item sold for sellers without the subscription Only new products
Etsy No $0.2 per product 6.5% of the price Only handmade or vintage jewelry

Time to move to international eCommerce

Once you know that your jewelry eCommerce company is making money, you can start looking for ways to grow your business in other countries. You can localize your website to a chosen market and start selling globally. For this purpose, check our eCommerce localization guide on our blog.

Also, launching an MVP (minimum valuable product) of an international jewelry store only requires finding appropriate payment and shipping service providers that can help you with orders. To develop a more effective global store, you can implement this set of adjustments:

  • integrate DHL fulfillment and affiliate marketing plugins;
  • create a multi-vendor solution for an international business with automatic pricing for listings in different currencies and vendor commission calculation;
  • for vendors to manage orders and shipping, develop a separate admin panel with reports.

This strategy can help you scale if it is properly implemented and your jewelry eCommerce store is built with nopCommerce. Due to the ability of high customization and many built-in features, this eCommerce platform can provide your business with many opportunities to grow and expand.

Let’s sum it up

You should now be able to open an online jewelry store and begin selling your goods. Even though it may take a lot of time and work to see the desired results, any retailer can be successful in the jewelry eCommerce market with a well-thought-out plan and feature-rich eCommerce software. The advantageous atmosphere of the contemporary eCommerce market increases its profitability and hastens the flow of customers to your website.

You can consider your eCommerce store as the heart of your brand, attracting customers and cultivating brand loyalty. With provided steps for promoting your jewelry business, a developed eCommerce solution can help you attract and retain customers creating a significant client base.

Finally, moving your business global can be also simply completed after a successful launch of a local store. Especially, having many people who prefer buying jewelry from SMBs will allow merchants to stand out and build a brand that can be widely known.

Create a jewelry eCommerce store with nopCommerce professionals!

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