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Jewelry ecommerce: How to start and succeed online in 2025

Reading Time: 14 minutes

There’s no time like the present to build a jewelry ecommerce business, whether you’re a newcomer to the trade or expanding beyond your storefront.

But before jumping in, take a step back and look at the big picture. Who are you selling to? What makes your jewelry unique? How will you price it? And most importantly, how will you stand out and market your jewelry store? 

For instance, it’s now easier than ever to build an ecommerce-optimized store on Shopify or WordPress + WooCommerce using apps and plugins with one-click integration for payments, inventory tracking, and shipping and fulfillment. 

Plus, you can integrate email marketing software like Omnisend to boost sales through automated campaigns for cart recovery, personalized welcome series, and targeted customer reactivation while building your subscriber base.

There’s much more to cover, so join us below for a complete guide to building an ecommerce jewelry store in 2025.

Engage your shoppers and boost sales with personalized email and SMS campaigns

Is selling jewelry online a profitable ecommerce venture?

jewelry ecommerce

You can make a highly profitable business selling jewelry online with significantly lower overhead costs than physical stores. 

Global reach through international shipping, allowing customers to personalize items, and installing apps and plugins that automate inventory tracking, marketing, and other traditionally time-intensive processes enhance profitability further. 

Jewelers in the US are recognizing these advantages and are increasingly embracing online sales channels, with recent jewelry ecommerce trends showing significant year-on-year growth in online revenue share: 

  • 2023: 22.1% online revenue share
  • 2024: 26.2% online revenue share
  • 2025: 30.9% online revenue share (projected)
  • 2026: 32.8% online revenue share (projected)

That surge in ecommerce jewelry sales comes from shifts in consumer behavior, with today’s shoppers valuing the convenience and ease of browsing products online. 

Consumers are also comfortable making high-value purchases on online stores with clear returns policies, secure payments, and helpful features like 360-degree product images, virtual try-ons, and reviews with photos of other customers wearing the jewelry. 

However, despite these boons, ecommerce profitability faces a few hurdles:

  • High customer acquisition costs
  • Intense price competition
  • Balancing inventory to avoid capital tie-ups
  • Managing operational costs
  • Fraud risks that threaten high-value transactions 
  • Seasonal demand fluctuations that complicate cash flow
  • Maintaining quality control and customer service as you scale

The good news is that with an ecommerce strategy, a user-friendly website, and marketing automation, you can tap into this growing market, overcome its biggest challenges, and build a thriving, profitable online jewelry store.

Trends in jewelry commerce

The jewelry industry is shifting towards personalized and immersive online shopping experiences, leveraging technologies like AR and VR for virtual try-ons and AI chatbots to provide personal shopping assistance. 

There’s also an ecommerce-wide transition towards automation for shipping and fulfillment, inventory tracking, marketing, customer loyalty programs, and customer support, enabled by apps and plugins on popular ecommerce platforms. 

Here are the biggest jewelry ecommerce trends in 2025:

  • Product personalization: Shoppers love creating unique pieces, be that simple customizations like engravings or fully bespoke gemstone combinations
  • Product bundles and discounts: Letting your customers mix and match jewelry and accessories to create unique discounts on their baskets
  • AI: Whether it’s AI email or chatbots, more jewelry retailers are harnessing generative AI to streamline their marketing and communication efforts
  • AR try-ons: Your customer uploads a photo or connects to your store via live feed, and an app then digitally overlays the jewelry onto their image
  • SMS marketing: This is one of the fastest-growing promotional marketing strategies — brands sent 50 million more SMS campaigns in 2023 compared to 2022, generating over $33 million in sales using Omnisend’s platform 
  • Social media: Instagram and TikTok will probably be the most popular platforms for marketing your business through high-quality photos and short videos
  • Influencer partnerships: Influencer marketing could significantly boost your brand visibility and reach if you can find an influencer whose audience matches yours
  • Sustainability and ethical sourcing: These are increasingly important to consumers, leading to a rise in demand for lab-grown diamonds and recycled materials
  • Hyper-personalization with ML: Machine learning (ML) can decode data from customer interactions, purchase history, and browsing behavior to help you refine your marketing and sales strategies 

Build your own store with these steps

Let’s look at the steps you should take to build a successful jewelry ecommerce store:

Market research and planning

Market research involves gathering and analyzing information about your target market, competitors, products, and industry environment. 

Your findings will help you create an ecommerce strategy that understands customer preferences, opportunities, and threats. You can then make informed decisions to meet market demand and grow your store.

Identify target audience 

Knowing your target audience is crucial to focusing your marketing efforts on reaching and converting key audiences.

Here are a few ways to identify your target audience:

  • Understand your USP: Start by defining what you’re offering and the benefits — what’s your USP? What makes you different?
  • Research your competition: Research your competitors to see who they are targeting and how they position their products
  • Use existing customer data: Consider the demographics, behaviors, and preferences of your existing customers (if applicable)
  • Surveys and reports: Conduct surveys, interviews, and focus groups to collect unique information, and download industry data and reports for insights into your target market and its characteristics
  • Check out social media: Research which videos, photos, and written content attract the highest engagement in your niche 
  • Create customer personas: Develop profiles of your ideal customers, including their age, gender, location, interests, pain points, and buying behaviors
  • Market segmentation: Break down your audience into smaller segments based on characteristics like income level, demographics, and buying behaviors

Create a business plan

Your business plan should have a structure like this:

  • Executive summary
  • Company description
  • Market analysis
  • Products and services
  • Marketing and sales strategy
  • Financial plan
  • Operations plan
  • Management team

Most business plans are between 4,000 and 6,000 words.

Begin by defining your niche (e.g., handmade, vintage, or specific materials) in the Company Description. The Market Analysis should research your target audience and competitors. Under Products and Services, detail your offerings, pricing, and sourcing.

The Marketing and Sales Strategy should cover website creation, ecommerce platforms like Shopify, social media promotion, influencer partnerships, and SEO. The Operations Plan should address inventory management, packaging, and shipping.

The Financial Plan includes startup costs, revenue projections, break-even analysis, funding options, and growth plans.

Choose the right ecommerce platform 

There are plenty of ecommerce platforms to choose from, including Shopify, WooCommerce, Adobe Commerce, BigCommerce, and Squarespace. 

Evaluate platform options

We can break ecommerce platforms down into two types:

1. Hosted platforms

These provide an all-in-one package for ecommerce website building and hosting. Popular platforms include Shopify, Squarespace, and Wix. 

Advantages

  • Easy to set up and use
  • Managed hosting and security
  • Regular updates and improvements
  • Built-in payment processing
  • 24/7 customer support

Disadvantages

  • Less flexibility and customization
  • Ongoing monthly fees
  • Limited control over the hosting environment

2. Self-hosted platforms

Self-hosted platforms require installation and management on your own web hosting. Popular platforms include WooCommerce, BigCommerce, and OpenCart. 

Advantages

  • Complete control over your site and data
  • Greater scalability
  • More flexibility and customization
  • Potential for lower long-term costs
  • Ability to integrate complex, custom features

Disadvantages

  • Requires more technical knowledge
  • Responsible for updates, security, and backups
  • May need to handle your own payment gateway integration

Select the best platform 

Once you’ve figured out whether a hosted or self-hosted platform suits your ecommerce strategy, you can review platforms for ease of use, customization, scalability, costs, and support. 

Consider your business size, technical expertise, and future growth plans. Here are some of the most popular platforms:

  • Shopify: Probably the best-hosted ecommerce website builder for beginners, with thousands of apps to upgrade your shop
  • WooCommerce: A free, open-source plugin for WordPress, which is great for businesses that want complete control and customization options 
  • BigCommerce: A hosted platform with multi-channel selling capabilities, suitable for fast-growing businesses and those planning to scale, also available as a WordPress plugin
  • OpenCart: An open-source, self-hosted platform known for its lightweight core and 13,000+ extensions that is suitable for businesses on a budget and who are okay with a steeper learning curve
  • Squarespace: A Shopify alternative with modern templates and a user-friendly interface. Ideal for small jewelry businesses
  • Adobe Commerce: A highly flexible and scalable self-hosted platform for large businesses or those with complex needs with the resources for development and maintenance

Domain name and hosting 

Hosted ecommerce platforms like Shopify and Squarespace let you purchase a domain name and host your website in one place. Alternatively, you can buy a domain elsewhere and transfer it to your hosted platform.

With a self-hosted ecommerce platform, you buy your domain name and hosting from a separate provider. Some hosting companies sell domain names, so if you want to keep these elements together, it’s easy to do.

Domains

You probably already have a name for your jewelry store, but the .com or country-specific domain extension may not be available.

If not, consider a generic top-level domain, such as .jewelry, .shop, or .store. You could also modify the name using acronyms or shortened versions or add relevant keywords like “jewelry,” “gems,” or your location. 

Shopify has a free domain name generator if you need help with ideas. 

Hosting 

If you choose a self-hosted ecommerce platform, look for a hosting provider with a proven track record of uptime, fast server response times, and robust infrastructure. 

Your host should offer features tailored for ecommerce, such as one-click integration with popular platforms like WooCommerce.

Compare hosting plans and pricing from different providers to find a cost-effective solution for your budget and business needs.

Design your online store 

Designing your store is the fun part of jewelry ecommerce development, and it’s also critical to creating a customer experience that captures sales. 

Choose a theme 

When choosing a theme for your online store, consider the following factors:

  • Aesthetic appeal: Look for a design that aligns with your brand identity and product offerings
  • Responsive design: Ensure the theme is fully responsive and looks great on all devices, from smartphones to desktops
  • Platform version compatibility: Verify that the theme is fully compatible with the latest version of your chosen ecommerce platform
  • Customization options: Prioritize themes that offer flexible customization without requiring extensive coding knowledge
  • Page speed: Choose a theme optimized for fast loading times because slow sites can negatively impact user experience and search engine rankings
  • Built-in features: Consider what functionality comes pre-built into the theme and be cautious of themes that include too many custom features, as these can be difficult to maintain if you switch themes later
  • SEO-friendliness: Look for themes that follow SEO best practices in their code structure and allow for easy optimization of your content
  • Support and updates: Check the theme’s update frequency and support to ensure it is being actively maintained
  • Documentation and resources: Good themes come with documentation to help you set up and customize your store effectively

Customize the design 

Although you can launch your jewelry store with a stock template with minimal changes, customizing your ecommerce store will help you stand out and refine your user experience. 

Some important customizations include:

Brand consistency

  • Integrate your logo and favicon
  • Use your brand’s color palette throughout the site
  • Apply consistent typography that aligns with your brand identity

Layout and structure

  • Optimize the homepage layout to showcase featured products or promotions
  • Ensure a logical and intuitive navigation menu structure
  • Create visually appealing category and product pages

User experience

  • Implement a clear and prominent search function
  • Design an easy-to-use shopping cart
  • Streamline the checkout process to reduce abandonment

Visual elements

  • Use high-quality, consistent product images
  • Incorporate engaging banners or sliders for promotions
  • Add custom icons or graphics that enhance the overall design

Content presentation

  • Format product descriptions for easy readability
  • Use clear, concise headings and subheadings
  • Integrate customer reviews and ratings for social proof

Set up marketing and sales tools 

The best ecommerce platforms for jewelry offer an ecosystem of apps, plugins, and extensions to add marketing and sales functionality to your store.

Email marketing

Email marketing tools like Omnisend can help you grow your subscriber list with forms and automate your email campaigns with templates

In 2023, brands sent nearly 23 billion promotional campaign emails, a 33% increase year-over-year (YoY), resulting in a 17% increase in orders. Automated emails generated 41% of all email orders while accounting for only 2% of emails sent.

The evidence is clear: it pays to automate your welcome messages, abandoned cart reminders, promotional emails, and other communications.

You could also use SMS and push notification marketing alongside email to provide timely and personalized messages to customers. 

Use Omnisend to grow your subscribers and boost sales with automated email campaigns

Social media marketing

Focus on visually-oriented platforms like Instagram, Pinterest, and Facebook, and consider short videos on TikTok and YouTube Shorts.

Create business profiles on the platforms your customers use, and develop a strategy for publishing and interacting with other people’s content. 

You could create:

  • High-quality product photos
  • Behind-the-scenes content
  • Styling tips and inspiration
  • Customer testimonials and user-generated content

Tools like Hootsuite, Sprout Social, and Buffer provide toolkits to help grow your audience on social media and track engagement rates. 

Content marketing 

Create blog posts, shopping guides, tutorials, and other helpful content that is promotable and optimized for search engines. 

You can drive traffic to your website with in-depth content written to address search intent and optimized for long-tail keywords:

  • Search intent: The user’s goal when searching. Google categorizes intent as informational, navigational, commercial, or transactional and ranks content that best matches the presumed intent behind a query.
  • Long-tail keywords: Specific, niche search phrases typically containing three or more words. They have lower search volume but often higher conversion rates due to their targeted nature and less competition.

You can identify long-tail keywords using a keyword research tool like Twinword and then use Answer The Public to create content ideas.

Another way to develop content ideas is to analyze high-performing posts in your industry and use those insights in your strategy.

Paid advertising 

To boost visibility and sales, you can set up paid advertising campaigns on platforms like Google Ads, Facebook, and Instagram. 

Depending on the types of ads you purchase, your products could appear in sponsored search results, shopping ads, or display ads across websites. 

When potential customers search for items you sell, your store’s ads may show up, enticing clicks. You can also remarket to previous visitors, showing them tailored ads as they browse other websites (including those of your competitors). 

Launch your store 

Now that you’ve chosen your ecommerce platform, theme, and marketing channels, it’s time to launch your store to the world. 

Test everything 

Thoroughly test your website, including its loading times, navigation, internal links, payment gateways, checkout experience, and registration. 

Ensure that everything works correctly and that there are no problems browsing categories and products or adding them to your basket. 

Soft launch 

A soft launch releases your online jewelry store to a small number of people to gather feedback and assess technical performance. 

It can provide invaluable feedback on performance problems, broken elements, and friction in your customer experience. 

Official launch 

You’re ready to launch when your store delivers a perfect user experience. 

Announce the launch on your marketing channels (e.g., email, social media, press releases), and entice customers with special offers and discounts. 

Monitor, analyze, and optimize

The first few weeks from launch will give you a mountain of data you can use to optimize your store to improve conversions and sales. 

Analytics 

Google Analytics is an essential tool for monitoring traffic and user behavior. Another critical tool is Google Search Console, which tracks performance in Google Search. 

Heat map software is an additional analytics tool for understanding how customers interact with your web pages. Check out Microsoft Clarity

Customer feedback 

Gather feedback following purchases with automated email campaigns for surveys and customer reviews. For instance, Omnisend lets you collect product reviews automatically with email and SMS workflows:

Omnisend product reviews
Image via Omnisend

Another way to collect feedback is to analyze customer support interactions, which can reveal unique frustrations from your customers. 

Ongoing optimization

Continually improve your online jewelry store with the data and feedback you collect. 

To offer unique customer experiences, create a roadmap for feature requests and improvements, and stay current with industry trends, such as AI. 

Marketing strategies for jewelry ecommerce

There are multiple ecommerce marketing strategies you can use to grow your jewelry business:

Email marketing

Use Omnisend to create automated workflows for sales, abandoned carts, welcome series, and post-purchase follow-ups. Segment your audience for targeted campaigns and use dynamic product suggestions to increase average order value and drive repeat purchases.

Below is an example of a sales email promoting 20% off:

jewelry email template
Image via Omnisend

Follow these best practices to create email campaigns that get results. 

SEO

Optimize your store with relevant keywords, focusing on long-tail phrases to target specific niches. Improve your site structure and loading speed to enhance user experience and search engine rankings. Regularly update content to maintain relevance and authority.

Content marketing

Create valuable, shareable content such as jewelry care guides, styling tips, and trend forecasts. Develop a content calendar that aligns with not only jewelry ecommerce trends but also seasonal trends and customer interests and publish various formats, including blog posts and videos.

Social media

Use social media for DTC marketing. Showcase products with high-quality images and engaging videos on Instagram, Pinterest, and TikTok — you could also benefit from influencer collaborations here. Engage with followers through live sessions, polls, and user-generated content.

Paid advertising

Google Shopping ads can put your jewelry ecommerce site in relevant searches, while Facebook and Instagram ads with carousel formats can showcase multiple pieces. Use retargeting ads to re-engage visitors who didn’t make a purchase, focusing on abandoned cart recovery.

Reputation marketing

Automate review requests using Omnisend’s email templates and display user-generated content featuring customers wearing your jewelry on your product pages. Highlight detailed reviews that mention quality, comfort, and customer service. 

Personalization

Analyze customer data to create tailored retail marketing campaigns. Use browsing and purchase history to segment customers, deliver personalized content and offers, and implement dynamic website content that adapts to individual user preferences.

Best examples of jewelry ecommerce websites

Here are some of the best jewelry ecommerce websites to inspire your design:

Blue Nile 

blue nile homepage
Image via Blue Nile

Blue Nile’s website uses close-up imagery, prominent sales promotions, serif headings, whitespace, and a clean aesthetic to create a luxurious yet accessible feel. 

There’s a clear ecommerce strategy for personalization, with options to “Design Your Own Ring,” “Design Your Own Earrings,” and “Design Your Own Pendant.”

The navigation has well-organized categories (diamonds, engagement rings, wedding rings, jewelry, gifts, and gemstones) that make it easy for customers to find what they want. Plus, all products have reviews to demonstrate social proof. 

Brilliant Earth

Brilliant Earth takes a slightly different approach to Blue Nile. There’s still whitespace and elegant fonts, but sales promotions take a back seat. Instead of human imagery, it uses standalone and group product images. 

Customization is a massive selling point, with the option to “Design Your Own Diamond Ring,” with customers able to start with a natural or lab-grown diamond and configure their diamond shape, carat, price, sparkle, and more. 

The homepage also has links to explainers around the lab-grown diamonds, helping to educate visitors about its products alongside shopping links. 

Tiffany & Co. 

tiffany and co homepage
Image via Tiffany & Co.

Tiffany’s website masterfully embodies its status as an iconic luxury jewelry brand, making it one of the best ecommerce sites for jewelry to take ideas from.

The design seamlessly integrates the Tiffany Blue color, creating an instantly recognizable digital environment. This cohesive branding extends to prominent displays of the company’s heritage, epitomized by the tagline “With Love, Since 1837”.

The products feature industry-leading photography and videos, including sections titled “Behind the Design” and “The Tiffany Experience.” Some products have engraving options, and customers can book an in-store appointment through the website. 

Cartier 

cartier homepage
Image via Cartier

Cartier’s ecommerce store leads with a seasonal focus, “Under the Parisian sun,” and uses curated collections to guide customers to relevant products. 

Its curated items represent a mix of product categories (watches, rings, bracelets) and price points, appealing to different customer interests and budgets while maintaining a luxury feel.

Each featured item has high-quality imagery, concise descriptions, and transparent pricing, making the curated selection easy to browse and consider.

Swarovski 

swarovski homepage
Image via Swarovski

Swaroviski’s ecommerce store has a unique magazine format, leading with a large brand title, cover image, and a clear “Shop now” CTA. 

Like Cartier, Swarovski recommends products based on curated collections, with sections for “Luminous Necklaces,” “Statement Bracelets,” and “Striking Earrings.”

High-quality images play a crucial role in showcasing luxury, while short videos on autoplay reveal product intricacies, such as how some gemstones catch the light in interesting ways. 

Silver Street Jewellers, a 15-year offline jewelry business, pivoted to ecommerce during the pandemic. Using Omnisend’s email and SMS marketing tools, it quickly implemented automated campaigns and workflows. Within the first three months, it generated $100,000 in online sales, with nearly $60,000 coming from email marketing alone.


Read the case study

Conclusion

Launching an online jewelry store in 2025 is a smart move, with projections indicating a substantial increase in online revenue share over the next few years.

You can give yourself the best start with these steps:

  • Clearly define your unique value proposition and target audience
  • Select an ecommerce platform that balances scalability, customization, and ease of use
  • Optimize your store for SEO
  • Use marketing automation apps to save time and boost sales
  • Create a personalized, engaging shopping experience
  • Develop a seamless brand experience across online and offline touchpoints
  • Consider ethical sourcing and eco-friendly options to meet consumer demand
  • Monitor analytics to refine your product offerings and marketing strategies
  • Keep up with industry trends and emerging technologies, such as viral social media opportunities, AR try-ons, and AI virtual assistants

Take those steps, and you’ll be well ahead of most new jewelry stores. 

Get started with Omnisend to capture more subscribers and fuel your jewelry marketing efforts
Bernard Meyer
Article by

Bernard is the Sr. Director of Communications & Creative at Omnisend, with a passion for good research, helping ecommerce businesses with their marketing automation needs, and beating absolutely everyone in Mario Kart 64.