Jewelry is a particular niche in retail as it brings timeless value and satisfies one of the essential needs of a human being – to feel special. 

The overall demand for precious pieces is growing, and the whole jewelry industry is expanding. Fine jewelry was selling even during the pandemic (2020), while the total revenue in the sector is expected to grow by $44.8 billion between 2023 and 2026. 

The overwhelming prosperity of ecommerce dictates a keen need for businesses in all spheres, including jewelry, to establish their online presence. Brick-and-mortar jewelry stores used to address customer demands up until recently when users started to research their desired items online prior to making a purchase.

Moreover, online jewelry sales are showcasing confident growth, which is forecasted to continue. Thus, the numbers for the upcoming years are envisaged to jump from $66.2 billion in 2023 to over $117 billion in 2027.


The sector holds a wealth of opportunities for all players, from newbies to industry giants, while the thriving of ecommerce reduces entry barriers and empowers even small businesses to find their consumers. 

Therefore, whether you are a physical store owner planning to move online or an entrepreneur establishing an ecommerce jewelry business, you are in a dainty sector.

Go on reading, and you’ll discover how to start your own online business and set up a prominent ecommerce jewelry store.

Table of Contents
  1. Benefits of having a jewelry website with eСommerce
  2. Essential features for a jewelry store
  3. Steps to build a jewelry store website
  4. Noteworthy factors for building a jewelry website
  5. Our experience with jewelry store development: Website customization for Els-Schmuckwaren
  6. Conclusion: Build Your Own Jewelry Store Website

Benefits of having a jewelry website with eСommerce

Benefits of online jewelry shop spread far and include the following:

Global reach

An ecommerce website for the jewelry business website allows reaching a global audience, expanding the store’s customer base beyond any geographical limits.

Thus, with an online store, you can effortlessly access a global marketplace opening the way for audiences from around the world. Equipped with the proper ecommerce platform, you can manage marketplaces you are linked with from one place. Therefore, you’ll get tremendous savings of time and resources. 

24/7 Availability

A significant advantage that distinguishes an online jewelry store from a physical one is its round-the-clock availability. Consumers can enjoy browsing your store’s assortment at the time of their convenience. Shoppers might even make purchases online without any human interaction. Therefore, your business will keep operating at any time of the day. 

Satisfaction of consumer expectations

These days, shoppers seek an effortless and pleasant purchasing experience that is more joyful than in physical stores. Thus, 71% expect to observe in-store assortment on the web, whether the store is physical or online. Therefore, a jewelry ecommerce website is a modern solution that effectively keeps pace with customer aspirations. 

High credibility

Your jewelry ecommerce store is an opportunity to establish yourself as an expert and demonstrate your knowledge and experience in this domain. Fill the ‘About’ page with your story as a jewelry seller and add some of your domain-specific expertise. Educate visitors about your processes, such as the types of stones you select, materials and techniques you use, your brand’s unique style, and more.

Enrich your pages with relevant and interesting content, and your customers will respond with greater attention and trust. After all, most consumers today consider a seller’s online presence evidence of its credibility.

Cost-effective marketing

In the digital era, conducting purely online marketing campaigns can often be enough for a business to prosper. Social media marketing, SEO, and email marketing can be employed more cost-effectively than traditional advertising channels. Furthermore, digital tools allow you to test and analyze several hypotheses with the following campaign optimization for better outcomes.

Customer engagement

The online environment is rich in interactive opportunities. Blogs, newsletters, and posts on social media can engage customers, educate them about jewelry trends, and accumulate loyal followers. You can spread your word on the internet and involve consumers in the dialog, thereby raising brand awareness and promoting your products.

Essential features for a jewelry store

What are the primary jewelry website features you shouldn’t pass by when building your website for jewelry?

Product catalog

A well-organized catalog that conveys all the beauty of your assortment. It should include:

  • High-quality images. Superior quality pictures are indispensable for sophisticated jewelry pieces. The product images should present the items in as much detail as possible.
  • Product descriptions. Ideally, a description carries three fundamental functions: educative, inspiring, and selling. A description provides comprehensive product characteristics, style assessment or emotional tone, and encouragement to push a ‘purchase’ button.
  • Categorization. A decent ecommerce website for jewelry contains a clear breakdown of its assortment into different jewelry types.
  • 3D viewer. In addition to quality pictures, a catalog may contain a 360-degree view of the item. By demonstrating the piece at every possible angle as it rotates, the feature grants shoppers a complete impression and a close-to-real experience.

Search functionality

A robust search bar enables consumers to find specific products quickly. Product filters allow sorting the pieces by metal type, gemstone, price range, and more for easy browsing.

eCommerce functionality

Secure online shopping includes the following parameters:

  • A shopping cart with a clear and intuitive interface. 
  • Reliable payment processing. Various payment methods and robust security measures, such as SSL encryption, build trust and add a solid argument in your favor.
  • Order tracking. Delivery-associated issues are a significant reason for shopping cart abandonment. An order-tracking feature adds transparency and confidence.

Mobile responsive design

Mobile commerce, or m-commerce, accounts for over 40% of total ecommerce sales. Therefore, it makes sense to invest in a mobile-friendly layout for seamless shopping on smartphones and tablets.

Product reviews

Customer reviews and ratings help to build trust and credibility. Thus, 77% of buyers specifically search for websites that contain a ratings and reviews section. Jewelry sellers acquire a powerful promotional channel by encouraging consumer reviews with pictures or even videos.

Social Media Marketing

The previous feature provides you with clients’ feedback. You can go further and use it on social media platforms to spread a word about your brand.

Furthermore, you can involve your existing and potential customers in a dialog and suggest entertaining or creative activities. Generally, an appropriately administered social media profile is a feature you shouldn’t overlook when developing a jewelry ecommerce store

Client support

A client-centered approach is a fundamental pillar of business growth. When surrounded by care, consumers are likely to continue their relationship with the brand and return for more purchases.

Chatbots are efficient tools for real-time support. Other support channels, including email or phone, are also desired to diversify clients’ opportunities to contact a seller.

Wish list

A lovely feature allowing customers to save items for future purchases. There can be several reasons why shoppers may wish to postpone their buying decisions. First, fine jewelry is a luxury segment, where the products can be quite expensive. Second, a selection process may be extended.

Finally, consumers may want to please their eyes over time with their favorite pieces. By enabling them to save their choices, a seller makes their path convenient and joyful. 

Recommended products

Personalization is a buzzword in modern marketing. A seller can tailor product recommendations based on customer behavior. Working as a personal shop assistant, this feature showcases seller’s commitment while indirectly driving sales. 

Gallery or portfolio

An excellent trait of luxury brands, your exquisite gallery represents custom designs or featured collections. It aims to demonstrate the full capacity of custom jewelry, pamper customers’ senses, and make them aspire to more intricate pieces.

The specific features you include in your custom jewelry website may vary with regard to the business’s size and niche, but they should align with the needs and desires of the target audience.


Steps to build a jewelry store website

Where to start creating an ecommerce jewelry store? Follow several fundamental steps.

1. Research the market

The first step in any business endeavor, including a jewelry store, is exploring the market and identifying the target audience. This includes assessing your shop’s strengths, weaknesses, opportunities, and threats, analyzing competitors, and composing your target customer’s portrait.

Ultimately, this stage will empower you to shape your unique positioning and provide background for your marketing strategy.

2. Choose an eCommerce platform

You should select your efficient ecommerce framework among the multitude of available platforms. WooCommerce, Shopify, and Magento are among the most renowned and popular solutions. Ground your choice primarily on how much the platform’s functionality meets your webstore’s demands. 

Integrating an ecommerce platform is a challenging task. To gain the maximum value from the solution’s potential, you may consider partnering with a professional software developer.

3. Craft a vibrant design

The way your website looks is vital for your brand’s reputation and sales. Studies reveal that 75% of people assess a business’s credibility by its websites’ design. Apart from a beautiful layout, the design also includes the user experience with your online store.

Therefore, when creating a jewelry website, carefully consider such aspects as a trendy and eloquent visual layout, convenient navigation, and an overall user-friendly interface. You may opt for custom design development from scratch or customization of a theme offered by your chosen platform. The second option is considerably faster and less expensive to implement, while such frameworks as Magento offer a wealth of themes for every niche.

After all, jewelry is about timeless beauty, style, and pleasure. Make sure your website’s design conveys these values.

4. Develop your online store

Jewelry website development includes arranging both visual and technical aspects of your shop. Make sure that the layout looks appealing and clear, the site works well on various devices, loading speeds are acceptable, and the website is secure.

5. Include diverse payment gateways

To complete a transaction, your customers need the opportunity to pay seamlessly for the chosen items. Therefore, a reliable payment gateway is indispensable for your online store. Establish a safe system that allows for diverse payment methods. Thus, you may allow for paying with credit cards, UPIs, PayPal, and a wallet.

6. Set up SEO and other marketing strategies

A properly arranged marketing strategy will help your business thrive. SEO is a vital component of your marketing efforts since it encompasses your website’s indexing, content optimization, and website’s promotion. Ultimately, SEO works to elevate your page’s rankings by search engines and improve visibility in SERPs. 

The other digital marketing techniques appropriate for a jewelry store include but are not limited to social media marketing, influencer marketing, and email marketing.

Noteworthy factors for building a jewelry website

If you are already willing to rush into jewelry store development, think about several factors, or rather advanced features, to implement for your convenience and your shoppers’ peace of mind.

1. Dynamic pricing

This pricing strategy involves adjusting the prices of items in real time based on various factors such as demand, inventory levels, competitor pricing, and consumer behavior. This method aims to optimize revenue and sales by offering different prices at different times, responding to market conditions, and driving profitability. 

A custom pricing feature allows you to perform this job effortlessly over an extended period of time.

2. Third-party integrations

After establishing your ecommerce platform, you may need some extra functionality offered by other providers. Third-party integrations can include the following:

  • Payment processors;
  • Inventory management;
  • Shipping and logistics;
  • Analytics tools;
  • Marketing platforms;
  • Social media.

Integrations can elevate your store’s performance and productivity. However, you should select solutions from reliable sources and ensure their connectivity with your shop.

3. Ensure a smooth checkout process

About 18% of buyers abandon their carts because of an extended or complicated checkout process. This is a sufficient reason to streamline this phase of your buyer’s journey. Therefore, your jewelry ecommerce website development should include arranging a quick and effortless checkout without leaving shoppers a chance to change their minds.

4. Setup multiple shipping methods

Transparency about order shipping is among the crucial factors that impact purchasing decisions. Successful stores cooperate with diverse shipping companies to provide consumers with actual delivery pricing, convenient shipping options, and tracking information.

API integration can help you optimize delivery processes and obtain extra advantages like administering orders and shipments, making shipping labels, and setting optimal shipping rates.

5. Jewelry customization technology

Jewelry customization opportunity is an enticing advanced feature of a classy store. If you wish to create an exquisite experience for your consumers, let them indulge in a captivating process of tailoring their unique precious pieces. 

Jewelry customization technology allows crafting any type of product from the ground up. At the end of the process, customers will virtually see their own creations and assess the result in advance.


Our experience with jewelry store development: Website customization for Els-Schmuckwaren

WebMeridian team is proud of its successful cooperation with the Els-Schmuckwaren jewelry store. 

Els-Schmuckwaren is a Germany-based online shop for B2B and B2C customers offering luxury goods and jewelry. We performed custom development services for their Magento platform to upgrade the processes of custom registration and payment.

Specifically, our initial task was to develop and optimize the existing Magento store, tailor a search engine to ease the shopping experience, and integrate multiple payment methods.

We started with conducting an overall audit and code review, which revealed insufficient website loading speeds. Therefore, we needed to make the site faster to match the speed loading standards and improve the primary areas indicated by the client. 

Ultimately, the scope of our tasks included the following:

  • Establishing payment methods by SMS, Card, PayPal, Wire transfer, and more;
  • Creating custom import processor;
  • Integration with an ERP system;
  • Setting up diverse shipping methods;
  • Custom search engine implementation.

As a result, we extended the opportunities of the existing multi-shop platform for B2B/B2C customers and helped the client to reach out to new audiences by providing an omnichannel consumer experience.

The numbers witness significant improvement in platform’s performance:

  • The simplified payment process led to the increase in desktop conversion by 23%;
  • The bounce rate reduced by 37%;
  • Performance increased by 19%.

This example demonstrates how a competent custom jewelry website development can drive business outcomes.


Conclusion: Build Your Own Jewelry Store Website

Jewelry business has always been a sweet spot for merchants. To enter this sumptuous sector, you should build an online jewelry store. How do you make it a subject of your pride? Develop a business strategy that effectively elaborates on all the benefits of an ecommerce jewelry website, include the fundamental features to ensure impeccable functionality, and consider the vital factors that skyrocket user experience.

Our experience prompts that you should pay particular attention to impeccable UX. Establish a distinct brand identity that would determine your overall style. This way, you’ll raise your brand recognition and highlight your store’s individuality. Fill your pages with fascinating visuals and engaging content that urge a visitor to keep exploring your site. Finally, make the customer path a breeze. 

Establishing a functional and exciting website to sell jewelry online will become easier if you partner with a professional IT developer. We have solid technical expertise and vast experience in crafting ecommerce websites. Our team can hold your project from the ground up, providing technical and business consulting. We know how to build a good jewelry online store, and our experts are ready to bring this knowledge to your service.

Share your task with us, and we’ll move toward your unique, captivating, and seamlessly performing jewelry website.

Webster Webmeridian

eCommerce Expert and BDM
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