Creation of an online jewelry store

Jewelry is a high-margin product, which means that you can get a good net profit from each sale. The margin on jewelry in Ukraine is set from 70% (to keep the price competitive), but if you sell exclusive goods, the margin may be higher.

Online jewelry sale is more profitable than in offline business since several problems disappear at once:

1. Your store is not subject to quarantine measures, and in 2020 this problem worries most entrepreneurs

2. No need to rent premises, buy shop windows and equipment, lighting, signboards, cash register, and computer. But if you decide to open a website for the sale of jewelry, then you will need to pay for the domain, hosting, and the very development of an online store or a showcase website.

3. Also, you do not need to enter into cooperation with a security agency and pay salaries to security guards. But the salary for online consultants needs to be calculated.

Supplier selection

If you want to create an online jewelry store from scratch, then the first step is to find suppliers. With jewelry, it will be more difficult than with consumer goods, but it's only a matter of time.

Where to find jewelry suppliers:

 • look for who offers a franchise;

 • through organic search, typing in such queries as: "b2b jewelry", "jewelry dropshipping", "jewelry suppliers"

 • Explore the catalogs of jewelry wholesalers.

What you need to pay attention to when choosing suppliers:

1) If you plan to work on a dropshipping system, you need to pay attention to the quality of the content, as it will be in your store too. Low-quality photos will not lead to high conversions

2) Availability of certificates from the seller, samples on the product, permission to sell jewelry

3) Price segment. Even before cooperating, you should discuss discount options

4) Delivery times, terms of return, methods of payment. You can also immediately find out how often the manager will be able to pay attention to you.

5) Feedback on the supplier. So at the initial stage, you can find out what nuances may arise in the process of cooperation.

6) Make a request for samples. This is how we determine which products the customers will receive, because they will ask you later, and you will be responsible for the quality of the goods sold.

The Target Audience of jewelry

The target audience for jewelry is very diverse: women and girls who are in business, bloggers, young mothers who want to buy jewelry for their daughters. The target audience also includes men who want to make a gift to their wives, mothers, sisters, and girlfriends. These factors are taken into account before launching advertisements and when creating designs for web banners and printed materials. For each separate target audience group, a separate advertising campaign is launched, but marketers will tell you about this in more detail.

What assortment should be in your jewelry sales website directory to reach a wider target audience:

 • include items made of silver, which are more affordable than gold;

 • jewelry has recently become popular, which uses natural materials: leather straps, laces, silk threads. This makes jewelry more accessible and allows you to expand the range of target audience, for example, to capture customers with an average income;

 • can be included in the catalog of products with gilding. This option allows you to reduce the cost of jewelry and not lose in quality (the surface of gilded items remains respectable for a long time);

 • expand the range of elite jewelry, since not everyone prefers precious metals and not even because of their high cost, but based on personal preferences.

Creation of an online jewelry store

Before you open a jewelry online store, you should make sketches on paper of a technical assignment for a web designer, SEO specialist, copywriter, SMM, target specialist. But first things first

What should be the design of a website with jewelry

Selling jewelry online will be successful if the focus is on the product itself. There should be no distracting elements in the site design; the background is better done in pastel shades. The online store in black also looks modern and expensive.

Choose sans serif fonts that are easy to read. Icons in a minimalist style, the same size, and designed in the same style (ideally in the style of the company's corporate identity) will be appropriate.

All user's attention should be focused on the content. If you're doing a jewelry photoshoot, don't waste your budget on additional decor, it just isn't needed. It is better to invest this money in lighting, a suitable surface (you can mirror), equipment for displaying jewelry.

Your website for selling jewelry might look like this

Catalog development

The second thing that should be done well when creating an online jewelry store is a catalog. Promotion, sales, and conversions directly depend on how well the catalog is thought out for users and search engines.

First, you need to consult with SEO, who will collect the semantic core for the site. Based on the key queries, the catalog will be developed. Given the latest trends in Google algorithms, you need to build more on user experience than on the exact occurrence of search queries, so a specialist must find the perfect balance.

The catalog can be divided into jewelry for men and women, or you can immediately start with the type of product, for example, Rings, Earrings, Necklaces, Sets. With a huge assortment, it is better to develop the first level of the catalog as follows: Gold items, Silver items, Bijouterie, etc. This is how Gold.ua did it.

Additional filters

Do you want to create a huge online jewelry store in the future? Then you should immediately think about working out additional filters that will help users easily find the desired product.

SEO specialist develops filters based on search queries. You can start by installing a filter for a price. This is how Zlato.ua implemented the development of a detailed filter

What should be in the product card

When selling jewelry via the Internet, all the disadvantages of online sales should be eliminated in principle, namely, the inability to see the product live, and also try it on. You can solve the problem with a 360 ͦ product review, video review, photos on the model. As for fitting, the problem can be solved in the following way:

1. Create a separate page on the site with detailed instructions for determining the size of the ring. The instructions should be as simple as possible so that everyone can easily determine their size without special equipment, using available tools (for example, thread).

2. In each product card with rings, include a link to this instruction with the anchor "How to determine the size of the ring."

3. Or just create a graphic instruction or a simple table and attach it to each product card.

What other parameters should be indicated in the product card:

 • product weight;

 • type and sample of metal;

 • information about the stone;

 • product dimensions.

The product card can be supplemented with customer reviews, terms of return and warranty, the ability to add products to the wishlist. From additional services, you can implement the terms of the installment plan, this will increase the likelihood of purchase several times.

Here's how to issue a product card in the online store "Golden Age"

Pictures of jewelry

Before you open an online jewelry store, you need to evaluate the quality of the content, namely the photos that the supplier gives. It so happens that the terms of cooperation and prices are just perfect, and the product seems to be good, but the photos are either of poor quality or terrible in design. In this case, you, as the owner of your online store, need to decide whether to invest in a good photoshoot. This pleasure is quite expensive. On average, the price for one photo can vary from $ 5 to $ 15. The price may include designer retouching. The only thing you can do to console yourself is that high-quality photo content will quickly pay off due to high conversions. Unique photographs will also help promote your site.

Remember "Shop on the Couch"? Even then, in between films, they launched an advertisement for jewelry on the model's wrist. The stones shimmered beautifully in the spotlight. Try to implement this in your online store. You can additionally order video filming for photographs.

Examples of high-quality photos of jewelry

And here is how the guys of the SOVA jewelry brand embodied the photoshoot of their jewelry collections

Featured Products

A block with recommended products will help you quickly offer a replacement if suddenly the required ring size is not available or the buyer wants to consider some other similar options. Recommended products can be set to display at a similar price. Then the user will be shown a list of several more products at the same or approximate price under the main product card.

You can add other products from the same collection to the block with recommended products, for example, add a ring, bracelet, or ring to earrings.

An example of a block with recommended products about the KUZ company

Related products

Related products will help increase your average check. For example, when selling jewelry over the Internet, you can offer a velvet bag or box for storing the product, special napkins, and stone polishing products.

Additional services

Here you can get creative or connect specialists. Many shops offer engraving as an additional service. This is a great move to personalize the product for each customer. Some jewelry workshops make custom-made items for the whole family in a single design.

There can be many creative options, the main thing is to involve the right specialists in the process, who will help you distinguish your project from many others.

The guys from Peninsula burst into the market very cool. On their website in an online constructor, you can assemble your unique product. They also offer engraving of children's drawings and many more interesting ideas for personalized gifts.

Online product designer Peninsula.

Connection of payment methods. What financial instruments will help increase sales

The more payment methods and forms will be connected in your online store - the better. We have already mentioned that providing an installment plan will increase the likelihood of a sale since jewelry is an expensive type of product.

If you are planning to enter the international market, then you should immediately think about connecting payments using electronic wallets or international payment systems.

The following payment systems can be connected to the online store on the SoloMono oSc platform: LiqPAY, Portmone, FONDY, Oshad-Bank, Easypay, PAYPAL, Stripe, Paylike, WebMoney.

Packaging

The case when it is worth investing in product packaging. Jewelry is a luxury item, and the target audience loves aesthetics, the product must be presented to customers with a solemn ceremony. This can be done with effective packaging.

The Swarovski brand packs its products in dark blue boxes with a dark blue velvet insert. All this is additionally packed in paper bags. A certificate is included with the product in the package.

You need to think about packaging design for your brand at the initial stage. It is not necessary to order a huge batch of boxes at the start. Order a design development service and be sure to indicate in the terms of reference that corporate colors and identity elements should be included. Stylish and memorable packaging of the product makes a good impression on the client, who in turn will definitely recommend you to his friends or come back for a second purchase.

An example of high-quality packaging for jewelry

What to write in an online jewelry store blog

When creating an online jewelry store, you need to think about creating useful blog content. This will achieve several goals:

 • expand the semantic core of the site;

 • increase traffic;

 • strengthen the brand if the information in the blog is really useful, relevant, interesting for the target audience.

Here are some posting ideas to keep your blog useful and interesting:

1. How to store and care for jewelry so that it retains its brilliant appearance

2. Either in the blog or on a separate page of the site there should be company news. In this section, you can publish new arrivals, the release of jewelry collections, store openings, opening hours for the holidays, congratulations, promotions and discounts, giveaways, and sweepstakes.

3. Lookbooks with jewelry for every collection or season

4. How to wear jewelry for different types of clothing and accessories.

5. You can create a DIY jewelry heading and publish tutorials on making jewelry with your own hands. The audience that sells on Etsy will gladly become your target.

6. Tell your customers how the idea of ​​selling jewelry has transformed into a stable and confident brand

7. For lovers of esotericism and horoscopes, you can make a selection about which gems are suitable for which sign of the zodiac, but for the millennial generation and the younger generation of alpha, this information can be boring. But it will most likely appeal to a more mature target audience who prefers to wear jewelry according to the classic rules.

8. Publish articles to raise the awareness and professionalism of your clients about jewelry. For example, we liked the informational materials on the Gold.ua website, where they publish trends and novelties, talk about the origin of traditions, jewelry insurance, and other interesting topics.

Conclusion

We have tried to tell you about the most important steps in opening an online jewelry store. Do not forget that after the launch of the online store, you will need to allocate a budget for SEO promotion, advertising campaign, and promotion on social networks.

You can order the development of an online jewelry store in our company, just select a comfortable package and one of our designs https://solomono.net/pricing.html

Note from the author: all examples of sites and companies were taken at random, not for advertising purposes.