Jewelry E-Commerce

Your Ultimate Guide to Selling Jewelry Online


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Is selling jewelry online worth the effort?

Definitely! Shopping for jewelry is here to stay. It has stood the test of time and could only go even more sparkling from here.

In fact, the Technavio analysts anticipated an online jewelry market growth of nearly 17% in terms of CAGR for the forecast period 2017 to 2021.  This growth is said to be attributed to the growing convenience provided by different online shopping platforms including ease of payment and easy return and refund terms among many others.

jewelry e-commerce

Following Maslow’s hierarchy of needs, jewelry can help humans fulfill their higher needs such as social, belongingness, and esteem needs. These levels of needs could be one of the many reasons that contributed to the popularity of wearing jewelry. For instance, in Ancient times, jewelry was worn to symbolize social status, power, and wealth. Other ancient ancestors also used jewelry to establish identity and affinity by marking their associations with specific groups through their jewelry pieces.

Jewelry, indeed, is a customary form of self-expression. Then and now, humans have attached meanings to every piece of gemstones and metals just like how engagement rings are used to symbolize a forthcoming wedding and the wedding rings to symbolize union and commitment.

So YES, without a doubt, buying jewelry is more than a fad!

Are you brave enough? 

If you’re convinced already and have mustered enough courage to venture into the world of jewelry e-commerce, read further because we got you covered!

Don’t know where to sell online? Do you have questions about jewelry photography or e-commerce trends and social media tips? We got it all here! The following links will address all of the above so feel free to jump to the topics that interest you most. You can also bookmark this page for you to read later or subscribe to the blog for more updated jewelry e-commerce topics.


READ MORE: Jewelry Photography Tips: A Comprehensive Guide for Jewelry Retailers

Jewelry Online Marketplaces

How to Find Your Jewelry Niche Market?

At times, identifying your niche market may feel like solving a maze – confusing, difficult. This task is even more daunting if you’re too externally focused and too fixated on targetting a broader market just because you thought it’s what gives you more money. Settling on this perception even though you don’t really like your identified target market is counterproductive. It will only make you uninspired and will dilute your passion for making or selling jewelry.

Finding your niche is all about finding the balance between who you are and who your target customers are. As shown below, the overlapping area is your sweet spot, and you can tap into this spot for selling opportunities.

It is recommended that you write down every idea that will make up both sides of the equilibrium so you can see clearly which jewelry niche market you lean towards. To do this, follow the steps below.

1. Write down your values and beliefs as a jewelry entrepreneur

2. List down all your strengths including the things you like to do and the things you’re good at

3. List down the persona of your target customers

Personas are generalized representations of your ideal target customers. You can come up with an informed buyer persona by checking out what your potential rivals’ customers are saying or through your research and interviews with your target audience.

4. Know your target shoppers

By knowing your target shoppers, you will be able to identify their needs and wants in terms of jewelry pieces and their financial capacity, and in the process, identify the reasons why they should buy your products.

Don’t make the brutal mistake of looking for your target shoppers without self-assessment. As Marketing Coach Cindy Schulson has said, finding your niche should start from within so you can differentiate yourself from your competitors. When you know what you’re good at and what your customers are looking for, you can quickly refine your niche in the future and evolve towards the next big thing when you’re ready.

Remember that your niche is not something that should limit your growth. Take it as a guide that focuses your attention on unlocking your true selling potential. Click the link below for a detailed post on identifying a profitable jewelry niche market.

READ MORE: How to Find the Jewelry Niche Market for Your Online Business


Where to Sell Jewelry Online: 5 Marketplaces for Different Types of Jewelry

Where to sell jewelry online - jewelry e-commerce

Online retail sales are generally growing. According to the recent poll by the National Retail Federation and Forrester, 70% of the polled participants noted that the online conversion rate had increased, 62% stated that online repeat sales had also grown, and 57% reported that the average amount spent online had also increased. Although physical stores continue to close, the number of new physical stores opening is also picking up as retailers have discovered the opportunity behind omnichannel platforms.

Can online jewelry retailers bask in the glory of this growing digital and omnichannel sales? Certainly! In fact, retailers of platinum, silver, and even non-bridal diamond jewelry are optimistic as sales continue to grow.  So, whether you’re a digital-only retailer or an omnichannel jeweler, there’s absolutely a space for you. Take a look at these five online marketplaces where you can sell your jewelry.

1. Truefacet 

Radically legit, Truefacet buys and sells jewelry pieces and watches and appraises it to ensure that you get the piece you desire not only at a fraction of the price but more importantly, guaranteed authentic. The platform thrives on authenticity, trust, and transparency.

2. Wanelo and Shopify 

The Wanelo-Shopify integration allows jewelry (US) Shopify retailers to sell directly from the Wanelo platform. You can install the Wanelo Shopify App and wait for the approval. Once approved, your jewelry items will be automatically imported to your Wanelo store page, and you’ll be part of its more than 500,000 stores.

3. 1stdibs 

As its page states, ‘1stdibs is the world’s leading online marketplace for the most beautiful things on earth.’ And there’s no doubt about it. With Tiffany and Co. and Cartier as two of the many known brands on the platform, you’re right for thinking that getting your jewelry boutique on this page is no walk in the park. You’ve to complete and submit an application form to them, and they will assess your qualifications based on the proofs you’ve sent to its experts. It’s worth trying. Take a look at their page and ask yourself, ‘what kind of jewelry connoisseur would resist shopping on this site?’

4. Etsy

With over 54 million registered users and over 40 million product listings, you can guess that competition on this platform is a no joke. In fact, getting your items found on its search page could sometimes be difficult and frustrating as it’s oversaturated with jewelry pieces. However, Etsy appears to be the most accessible ecommerce platform, especially for small and medium business owners because it’s a very affordable online marketplace even with its recent change in transaction fee announcement.

5. Luxify

As Luxify calls itself, this platform is ‘Asia’s leading luxury marketplace.’ It boasts of affluent buyers and esteemed luxury dealers and brands. To date, Luxify is said to be housing over US$160 billion luxury items. There’s definitely one for every luxury enthusiast out there. If you fit the bill, then this marketplace is for you.

Don’t know how to sell on any of these platforms? Click the link below for a more detailed discussion of these jewelry online marketplaces.

READ MORE: Where to Sell Jewelry Online: 5 Online Marketplaces for All Types of Jewelry


How to Sell Fine Jewelry on Amazon?

How to sell fine jewelry on Amazon - Jewelry E-Commerce

Starting your seller’s account to sell fine jewelry on Amazon could be laborious as it entails a lot of reading and completing forms to ensure that you got all the proper documents; otherwise, your account might get terminated or suspended. Amazon’s strict process is understandable as it is their way to make shoppers’ feel confident when shopping on the platform. Reasonably, they want to earn and maintain the shoppers’ trust by guaranteeing that every purchase is of high-quality and authentic.

Put yourself in the shoes of the shoppers, and you will nod your head in agreement. All those rules and regulations are necessary and advantageous for both parties (the sellers and the shoppers) because if the latter feel secured with the process, they will come to the platform, which increases your chance of getting discovered.

We also know that as a seller, you don’t have all the time in the world, so here, we round up all the critical steps you need when setting up your seller’s account on Amazon. Read on and don’t forget to click the link at the end for a more step-b-step guide.

1. Upgrade your account to a Professional Selling Plan

Don’t forget to back it up with good financial and a healthy Amazon account condition.

2. Request for approval by logging in to your seller’s account

Don’t forget to complete the application form and submit once you’re finished.

3. Pay an application fee of $5,000 (subject to change. Always check Amazon’s updated fees)

The fee is non-refundable, which means you’ll not get your money back whether you fail or pass the fine jewelry application review.

4. Once approved, list your items according to the Jewelry Quality Assurance Standards

Make sure that you don’t violate any of the stated standards, or your account might get terminated or suspended.

5. Categorize and describe your item correctly to avoid any complaints from the buyers

6. Enroll your registered trademark (if any) in the Amazon Brand Registry

7. Comply with Amazon’s product quality requirements

Pre-owned vintage jewelry is not allowed on the platform, and your items must also meet the product safety standards.

8. Follow Amazon’s product listing requirements

If you don’t know how to list your fine jewelry items without missing any of the rules and regulations outlined by Amazon, download Amazon’s Jewelry Style Guide from Amazon’s Seller Central Page. Always observe proper product specification and description to avoid misleading claims.

9. Only use jewelry images that meet Amazon’s main product image requirements

These Amazon image requirements are placed with the shoppers’ interest in mind and will help enhance your shoppers’ buying experience. As you can see, the requirements prefer a white background more than any other because it is eye-catching, looks professional and clean, and allows the shoppers’ to see the item and all its details in a clear view. Click here if you need help photographing jewelry on a white background.

10. Add additional jewelry images

The product image requirements are flexible for additional jewelry images where you can add graphics and texts for as long as it does not distract the shoppers.

Does it feel like you miss anything? Click the link below for a more detailed discussion of this step-by-step guide and get ready to launch your online fine jewelry business on Amazon! Links to some of Amazon’s fine jewelry standards and requirements are also included in there for you to download.

READ MORE: How to Sell Fine Jewelry on Amazon


How to Sell Jewelry on 1stdibs?

How to sell jewelry on 1stdibs - jewelry e-commerce

If you feel like Etsy, Amazon, eBay, or any of the marketplaces we’ve outlined above isn’t the right platform for you even though you have the most coveted jewelry pieces; you’re probably meant to sell on 1stdibs.

1stdibs, as it claims, “is the leading online marketplace for the most beautiful things on earth.” The site, which was founded by Michael Bruno in 2001, features listings that may not be accessible to just anyone in the market. Its founder carefully handpicked reputable dealers to ensure that only luxurious jewelry pieces make the cut so as not to disappoint online luxury shoppers.

If 1stdibs is new to you, but you feel that it is something you would be interested in, we’ve outlined the steps below on how you can start selling jewelry on the platform and maximize your revenue potential.

1. Submit your application form as a dealer/seller

Make sure to complete and submit your application form. Don’t forget to include proofs of credibility and your premium jewelry inventory.

2. Wait for notification of acceptance

1stdibs specialists will review your application including the proofs you have submitted. Once approved, you should receive a notification, and you can start selling.

3. List quality jewelry images to stand out

Jewelry images (and videos) are $$! Since you’re selling luxury jewelry pieces, it will not make sense to your potential shoppers if your jewelry images are of poor quality. You should avoid this at all cost as shoppers might doubt your credibility and your item’s quality. Remember, poor jewelry photography can hurt your business in different ways.

4. Pay attention to the consistency of your jewelry images

There are many ways of maintaining consistency when selling jewelry on your website; however, when selling on an e-commerce platform such as 1stdibs, your almost only way of displaying brand consistency is through your jewelry images. Take a look at the listing below.

Does the image above reflect its premium quality? The inconsistency of the white background in the images above alters the feel of the necklace, and it varies every time the background changes not to mention that it also doesn’t look professional. Such representation and presentation can easily put off potential shoppers, especially if there are plenty of options to choose from.

5. Get it right the first time. Avoid blurry jewelry images

jewelry_-ecommerce_-_how_to_sell_jewelry_on_1stdibs_

Source: 1stdibs.com

As you can see from the search results above after typing the keyword, “ruby engagement ring,” 1stdibs is not completely keyword-driven, unlike other e-commerce platforms. This means it’s difficult to get found on the site; hence, don’t drive potential shoppers away by listing blurry images.

For instance, if your shopper typed the same keyword we typed, and 1stdibs came back with results wherein your item was the only matching result the shopper was looking for, they might not click your image even if you were the only correct result because it was not appealing. That’s a lost sales opportunity.

6. Make the shoppers aware that your price is negotiable if that is the case

What sets 1stdibs apart from other platforms is the sellers’ and buyers’ ability to send or accept private offers through the site. If the price of your jewelry piece is negotiable, make sure that the shoppers are aware of it; so, they can reach out to you if they’re really interested.

7. Be truthful and accurate

Just like in any other e-commerce platforms, sellers should be ethical in all their dealings. Ensure that all your listed items are described, priced, and categorized accurately and fairly. Misrepresenting your jewelry piece or any other product may lead to 1stdibs terminating the sales transactions.

Do you want to read more about selling and maximizing jewelry sales on 1stdibs? Don’t forget to click the link below for a more detailed step-by-step guide.

READ MORE: How to Sell Jewelry on 1stdibs and Maximize Your Revenue Potential


How to Sell Jewelry on eBay?

jewelry e-commerce how to sell jewelry on ebay

As of the third quarter of 2018, eBay has a total of 177 million active users, making it one of the central online marketplaces to sell your jewelry. However, just like any other online marketplaces, it is swamped with too many items, so you have to make your listing as highly searchable as possible, or you get drowned.

Having said that, if you’re a new user who is interested in moving forward as an entrepreneur in this field of business, read on as we’ve put together all the critical steps – from listings to optimization – you need to start your eBay jewelry business.

1. Register on eBay 

Go to the eBay registration page and click “create a business account.” Don’t forget to supply all the required information and click “register.”

2. Verify your account

Once you’ve completed the registration, you will receive a verification email to the email address you used to sign up for the account. Go to your email account and complete the verification process.

3. Set up a payment method

Setting up a payment method is necessary as you’ll need it to pay for eBay selling fees and other charges. You can choose among credit card, debit card, or PayPal. Setting up a payment method using PayPal would require you to complete the process via the PayPal website.

To set up your payment method, go to “Account,” locate the payment method for seller fees, and set up automatic payments.

4. Complete your eBay profile

Completing your eBay profile is a must as this is one of the ways you can build trust and confidence with your potential shoppers. Don’t forget to check the eBay guidelines to ensure that you follow all the mandated profile policies. The last thing you would want is to be penalized even before your first sale just because you violated the rules.

5. List your jewelry pieces for sale

Decide on how many jewelry pieces you’d like to sell on eBay. Consider a volume that is manageable for you, so you won’t get overwhelmed, especially since you’re still familiarizing yourself with the whole process. Be mindful of eBay’s prohibited and restricted items and check whether your items fall under this list. Further, don’t forget to double-check eBay’s Jewelry Policy. This guideline is very helpful as it provides answers to some of the most frequently asked questions about selling jewelry on the platform.

If listing your jewelry pieces looks time-consuming for you, make use of eBay’s listing tools to make the process easy and quick. For instance, the quick listing tool can quickly simplify the listing tasks for you. Just go to the quick listing tool, type a descriptive title for your jewelry piece. In this example, we used “ruby engagement ring.” eBay will come up with different options that match your descriptive title. Just choose the item with a description that best matches your jewelry piece and they will copy the details into your listing. Easy, isn’t it?

how to sell jewelry on ebay - jewelry ecommerce

The tool is quite flexible. You can change the listing preferences and add more options to ensure that you get the most suitable description for your jewelry piece.

6. Only use high-quality jewelry images

Jewelry photography is the most time-consuming aspect of the whole listing process; hence, if you have a standalone website where you also sell your pieces, you can reuse your jewelry images from there. However, be attentive and ensure that those jewelry images meet the eBay image requirements to avoid any repercussion.

For starters, eBay allows JPEG, PNG, and GIFF among others as image formats. If this sounds alien to you, click here to know more about the common jewelry image formats applicable to online shops. Your eBay jewelry images must also be at least 500 pixels on the longest side and must not exceed the 7MB size.

Read more about the eBay listing process by clicking the link below as we have dedicated an entire two-part post for selling jewelry on eBay.

READ MORE: How to Sell Jewelry on eBay: Part 1


How to Optimize Your Jewelry Product Listing on eBay?

how to optimize your jewelry product listing on ebay - jewelry ecommerce

By now, you’re already familiar with setting up a jewelry business account on eBay and listing your jewelry pieces for sale. You’ve probably read our detailed guideline in the first part of this post, called How to Sell Jewelry on eBay or have scanned the step-by-step process above. Either way, we know what you need next:

“How do I make my first sale?” 

We hear you! As we’ve said, eBay is an over-saturated market, especially in the jewelry category; hence, making sure that your jewelry product listings stand out is your sales weapon. In this section, we will show you a few tips on how to optimize your product listings to attract and convert eBay shoppers. Optimization is critical. After all, if they cannot find your products, they cannot buy it. So, let’s get it started!

how to optimize your jewelry product listing page - jewelry ecommerce search engine

Meet Cassini! No, no, not NASA’s Cassini spacecraft mission. Cassini is eBay’s internal search engine that helps online shoppers find the most relevant items on the platform. If you want to increase your sales on eBay, you have to know Cassini and understand how it works. You can start this by knowing about the item information it tracks such as:

  • Bid on
  • Clicked on
  • Purchased
  • Viewed

It also tracks other information that pertains to your eBay selling performance. This information includes the following:

  • Click-through rates
  • Item descriptions
  • Product information
  • Response time
  • Return policy
  • Seller ratings and feedback
  • Sell-through rates
  • Shipping policies and delivery times

The steps below should help you target what Cassini tracks. Read on and take note.

1. Optimize your product listing title

The first step to ensuring that you’re searchable and that potential shoppers can find you is by optimizing your product listing title. Your product listing titles should be made up of relevant keywords commonly searched for by eBay shoppers. So you ask, “how do I make sure that my titles can take me to the first page of the eBay search result?”

The way through this is to make sure that your product titles are not misleading. Be as detailed and as accurate as possible. Write for your target shoppers and not for machines. The better product titles you produce, the more they will click on your jewelry product listing, which will then increase your click-through rate and your chances of converting.

2. Optimize your jewelry product descriptions 

As we’ve said in the past, writing a jewelry product description is commonly neglected, but it’s one of the sales weapons you should be paying attention to when selling online. Always use highly-relevant keywords when writing your product descriptions and be as detailed as possible.

A well-formated jewelry product description on eBay will help you rank higher in search results. If it’s well-worded, interested shoppers will take time to read your description word-for-word; thereby, keeping them on your page longer than usual and would translate into higher search result placement.

3. Be mindful of correct item specification

Don’t ignore item specifications as some shoppers would use it as filters when searching for the items they want. It makes the process of searching for a product less time-consuming, so be there when your target shoppers demand it.

4. Categorize your jewelry pieces accurately

5. Did we say quality jewelry images?

Sure we did! Cassini puts a high value on jewelry product listings that use high-quality product images, so don’t disappoint. If you need help with jewelry photography, click here for a comprehensive jewelry photography guide.

Do you need more tips on how to improve your conversion rate? Click the link below and read on as we bring you this second part in detail.

READ MORE: How to Sell Jewelry on eBay: Part 2


Jewelry E-Commerce Trends and Tips

E-Commerce Trends 2018 

jewelry ecommerce trends 2018

According to Ovum, an independent consultancy and analyst firm in London, retail is facing tremendous innovation. Convenience will shape the customers’ shopping experience, but instant gratification will evolve. It will no longer center in quick fixes, although fast and 24/7 turnaround, proactive customer support, and free delivery anytime, anywhere among many others are predicted to be the norm by 2026.

These factors and more mean that the expectations of online shoppers will also undergo drastic changes. In fact, online shoppers no longer have a misaligned expectation between the fit and feel of the products they see online and the same products that they receive upon purchase.

Feeling pressured yet? Don’t worry! Let’s unpack five of the hottest jewelry e-commerce trends so that you can catch up with the force at work.

1. The rising popularity of social media video content

Did you know that by 2019, 85% of the US search traffic data will be driven by video content? That’s right! Video content is king; even 51.9% of marketing professionals corroborated what the statistics have found as they claimed that video content produced the best ROI.

Jewelry videos are advantageous to your jewelry business.  It captures people’s attention, evokes emotions, and prolongs the amount of time target shoppers spend on your page. There are many types of videos you can post on your social media accounts. It can be a product video, a testimonial, or an explainer video, so make sure that you use the ones that add value to your business and educate and inform target shoppers to convince them to make a buying decision that’s favorable to you.

We, at Picup Media, like to simplify things for our clients so they can focus more on other productive aspects of their business. In the tutorial video below, we show them how they can shoot 360-degree jewelry videos using their GemLighbotx and their smartphones really quickly, and directly upload it on Instagram.

jewelry ecommerce - jewelry video tutorial

If you need help with jewelry photography and videos, especially for Instagram, you may click the link and download your jewelry photography/video guide.

2. Improved product imagery 

As we’ve mentioned time and again, when it comes to online shopping, seeing is believing. There are many ways you can respond to the challenge of a growing visual world. For instance, you can add a 360-degree jewelry image – one that will allow your shoppers to examine the features and design of your item by rotating it until they’re satisfied. The Blue Nile does this well as you can see here.

You can also click here for a comprehensive list of jewelry photography tips.

3. The growing power of user-generated content

Did you know that user-generated content can increase your jewelry conversion rate by 2.4%?

This modern-day word-of-mouth is considered to be more powerful and attention-grabbing than other forms of campaigns. There are many types of user-generated content to use on your page. For instance, James Avery Artisan Jewelry encourages their shoppers to upload a photo of them showing how they style the James Avery jewelry pieces they bought and using the official brand hashtag #myjamesavery.

4. Cryptocurrency

Cryptocurrency is an encrypted code that can be transferred digitally using different devices like your smartphones. Some sellers, like REEDS Jewelers, are attracted to it because it eases transactions and provides online shoppers with a fast and secure payment process.

According to Technavio, cryptocurrency will drive the e-commerce industry until 2020. In fact, a few online marketplaces like Shopify and Etsy already support Bitcoin.

5. Increasing interest in personalization 

Personalization is essential, especially in this day and age of modern technology. Through data and data analysis, technology enables you to offer a personalized shopping experience by giving them what they need when they need it. For instance, you can offer custom orders or give them the tools to design their jewelry, similar to how the Brilliant Earth does it.

There are many ways to personalize your service, but it all boils down to how well you know your target shoppers.

Need more elaboration? Click the link below to read about these trends in detail.

READ MORE: E-Commerce Trends 2018: Five Retail Trends that Can Help Boost Your Jewelry Sales


How to Make Your Jewelry Images Consistent on Your Website?

How to make jewelry images consistent on your website - jewelry ecommerce

According to Dr. Robert Cialdini, a Psychology and Marketing Professor, consistency is one of the six fundamental principles of persuasion. Hence, it’s no surprise when they say that by being consistent, you can increase your chances of earning. In fact, statistics show that consistency can increase your revenue by 23% because it improves your brand recall, which encourages purchases and repeat purchases.

In this section, we’ll show you how to make your jewelry images appear consistent on your e-commerce website. Consistency in images is critical as it shows professionalism. Further, a standardized visual process simplifies your shoppers’ buying journey and helps eliminate purchase barriers. Read on and see which of these tips you are currently following and which ones are missing from your visual presentation.

1. Always use the same angles when photographing and listing your jewelry items

Achieve consistency by ensuring that the primary jewelry images are shown in the same angles to avoid confusion and for shoppers to be able to compare the products at the first instance. You can also add additional images that shoppers can see when they click on the primary product photo but to get them to click, you must entice them first with the uniformity and organization you presented as soon as they landed on your product page.

2. Use the camera grid when taking jewelry images with your smartphones

Nowadays, photographing jewelry items using smartphones is a common thing, especially with the arrival of the GemLightbox. If you’re one of the jewelers, who would like to take full control of the jewelry photography process, consider photographing using the camera grid, especially if you’re into following the rule of thirds.

The camera grid will help you capture specific frames perfectly and improve the photo composition elements of your product, not to mention that it is easy to remember; hence, easy to recreate too.

3. Work with the same post-production expert 

As we’ve said, consistency extends to the people in the post-production stage. If you’re working with post-production experts, stick with them, so you don’t always have to repeat yourself when giving instructions on how you like your final jewelry images to look. It will save time, money, and effort.

For instance, we at Picup Media work with different jewelry brands. We know our clients’ taste and preferences, including the type of jewelry images formats they require. By building long-term relationships with them, we’ve become partners in delivering a consistent jewelry shopping experience.

4. Achieve consistency with one click

If jewelry photography and product videography are things you plan to do for long-term, it is financially reasonable to invest in a long-term solution. For instance, you can invest in different jewelry digital solutions if it gives you the outcome you desire.

The GemLlightbox is one of the digital solutions we offer to our clients. It simplifies the jewelry photography process and the product videography process including 360-degree videos with its add-on turntable. With just one click, you’ll get a consistent white background, color temperature, and lighting that does not require complex jewelry lighting setups every time. Watch the video below to see how the GemLightbox works, especially when shooting 360-degree jewelry videos.

Always remember to do a cost-benefit analysis and choose the option that adds more value and benefit to your business.

Selling jewelry online - jewelry e-commerce images consistency

5.  Photograph all primary photos using the same background

Different types of product photos serve different purposes; however, take the time to ensure that all your listed primary photos are captured using the same background. It will eliminate buyer confusion because the sense of order, uniformity, and organization will help them easily locate the design they want and compare the products in an instant before examining them further.

A white background is commonly the most preferred by e-commerce platforms because of these reasons and more. Click here if you need help with photographing jewelry on a white background. Don’t forget to visit the link below for a more detailed discussion of these tips on image consistency.

READ MORE: Jewelry E-Commerce Tips: How to Make Your Jewelry Images Consistent on Your Website


Five of the Best Practices for Designing Your Jewelry Product Category Page

best practices for designing your jewelry product category page - selling jewelry online jewelry e-commerce

If you were a shopper and you landed on your jewelry product category page, would you stay on your page or bounce off of it?

Every page on your e-commerce website has a purpose, and it is your job to ensure that it delivers. Some jewelers focus more on designing their homepage not minding the fact that shoppers will not enter the site through that “front door” all the time. Sometimes, search engines will take your shoppers directly to your product category page, and when it happens, you must be able to provide them with a seamless navigation experience to avoid driving them away or driving them towards your competitors.

Steal your shoppers’ attention away from your competition with these five best practices for designing a jewelry product category page.

1. Highlight different categories using clear and large jewelry images preview

Your shoppers will easily understand what you’re selling by using clear and large category preview images. For instance, use a high-quality photo of a ring to present your ring category and necklace for the necklace category. Ensure that each preview image only shows one product category to avoid shopper confusion. Not only will it make the selection process less time-consuming for the shoppers, but it will also benefit you as a seller. Statistics show that larger product images can increase sales by at least 9%.

2. Observe uniformity in jewelry product images

There are many ways to ensure your jewelry product images are similar to one another. They can be uniform in proportion, size, background, or light. For instance, if you position the preview image for the ring vertically, all other preview images must be arranged similarly to sustain order. This will make your product category page look more professional.

3. Say no to stock photos

Never use stock photos even if it’s just meant to be a category preview image. Stock photos will drive shopper confusion and disappointment, which might happen when they are interested in the product in the preview image but later on discovered that it is not for sale because it’s just a stock photo.

4. Use straightforward category names

Sometimes, some sellers get overly-creative when writing category names but do not consider the fact that they are writing for their shoppers and not for themselves. For instance, category names like “Blue Lagoon” and “Red Canyon” do not communicate enough to the shoppers. Does it contain blue sapphire rings or all types of jewelry pieces in blue? They wouldn’t know unless they click and browse through the products in that category. Ambiguous category names are a waste of their time. Don’t keep them guessing. Remember, your goal is to reduce the number of clicks it takes for them to find what they’re looking for and add it to cart.

5. “What’s New?” 

Excite your shoppers with fresh new finds by adding a “What’s New?” category. You can also incorporate interactive filters to spice up their way to finding their potentially repeat jewelry purchase.

A “What’s New” category will surely delight repeat shoppers as it will filter out newly added items since they last visited your product page.

In summary, designing a shopper-friendly product category page is all about optimization. An excellent seller, who knows his/her shoppers well, can leverage design to eliminate sales barriers. Click the link below to read these tips in full with a bonus product category image photography tip!

READ MORE: 5 Best Practices for Designing a Click-Worthy Jewelry Product Category Page


7 Types of Jewelry Product Photos to Use on Your Website

7 types of jewelry product photos to use on your website - selling jewelry online - jewelry e-commerce

Did you know that 43% of global online shoppers research for jewelry items online while 33% do their research in store? These statistics mean that for you to convert shoppers whether they choose to shop online or in store, you have to be able to convince and lead them towards a favorable buying decision.

The quality and types of jewelry images you use on your website have a significant influence on that buying decision, which is why in this section, we will show you the seven different types of product photos to make “adding to cart” irresistible. Don’t forget to click the link after this section for the sample jewelry product photos. Let’s begin!

1. Studio shot 

studio shot when selling jewelry online - jewelry e-commerce

A studio shot is usually a jewelry item photographed on a white or neutral-colored background. It doesn’t include any props or other additional products that may distract the shoppers.

Studio shots are advantageous because it presents your item clearly and professionally. It can also reduce the rate of returns and exchanges because the absence of props or messy background allows the shoppers to examine the item thoroughly.

2. Scale shot

scale shot when selling jewelry online jewelry e-commerce

A scale shot is always a necessity because it provides online shoppers with an idea of how big or small the jewelry piece is in the photo. There are many ways of photographing jewelry pieces in a way that shows scale. For instance, you can use props like coins to indicate the size of a ring. You can also use images of the jewelry when worn. In this case, you’ll need a hand model.

Scale shots are essential in reducing the volume of questions you’re getting from interested shoppers. If you’re getting messages from them asking for a photo of the item when worn, it’s because they want to visualize how it would look on them when worn and to have an idea about how big or small the diamond is, especially if it’s a solitaire ring.

3. Detail shot

7 types of jewelry product photos when selling jewelry online

A detail shot can either be a closeup shot of your jewelry piece or a set of images showing every angle of your piece. Detail shots are an important type of jewelry product photo because it helps bridge the gap between the screen and the shopper. The fact that they cannot touch or try on your jewelry pieces unlike when they buy it in store requires you to address that barrier by ensuring that your photos establish trust and confidence with them.

Check out the sample image above. All images were captured using the GemLightbox and a smartphone.

4. Group shot

jewelry e-commerce selling jewelry online

A group shot is a jewelry image showing multiple jewelry pieces of the same category (or not) in different gemstones or designs, as pictured in the sample image below. This type of jewelry product photo serves those types of passive shoppers who might be interested in your product but do not contact you to check if you offer them in their preferred design or color.

The sample group shot above was captured using the GemLightbox and a smartphone. Feel free to watch this video to see how we photographed those rings.

5. Aspirational shot

lifestyle shot when selling jewelry online jewelry e-commerce

These shots, as shown above, are lifestyle photos that showcase your jewelry piece in either artistic or real-life events. Aspirational shots give you the freedom to be more creative; hence, it is said to be influential in terms of building a connection with your shoppers. You can use it to tell a story or make shoppers aspire to a particular image that they want.

6. Jewelry-making process shot

jewelry making process shot when selling jewelry online - jewelry e-commerce

This type of product photo simply shows your behind the scenes, especially your jewelry-making process. This is good for your brand because it does not only introduce your production process, it also serves as an invitation to your shoppers for them to know you more as a brand. Let them have a peek at the hardwork and artistry that complete their potentially next jewelry piece.

7. Packaging shot

jewelry packaging shot when selling jewelry online - jewelry e-commerce

Make your shoppers feel that you value them by packaging your jewelry piece thoughtfully and post a photo of it on your social media pages. If you did well in packaging, shoppers will excited about receiving a package from you. If you’re lucky and your shoppers are so much delighted by your effort and the look of it, you might not need to photograph it yourself. They’ll just voluntarily tag you to their self-captured photos of it. That’s an instant user-generated content for you!

If you need help with this component, you may click the link and read on the different jewelry packaging tips we have for you or jump to the bonus section of this page.

You may also visit the link below for more sample jewelry images and videos and an expansive discussion of these types of photos.

READ MORE: Jewelry Product Photography: 7 Essential Types of Product Photos to Use on Your Website


How to Optimize Your Jewelry Product Page to Boost Sales

How to optimize your jewelry product page when selling jewelry online - jewelry e-commerce

Let’s say the search engines are bringing shoppers to your jewelry product page; your website traffic is soaring; however, the volume of traffic still doesn’t translate the volume of sales. What could be missing?

Your jewelry product page functions like a virtual “salesperson.” It must be effective in convincing shoppers to add jewelry pieces to cart or at least throw you a question to show interest. If these things don’t happen despite the high traffic, your shoppers are probably telling you something. Perhaps, your virtual presentation is confusing or the product page itself is difficult to navigate? Does the product listing attend to their needs?

You must assess all these things and more to ensure that you aren’t wasting all those sales opportunities away. This is why in this section we’ll show you four simple tips for optimizing your jewelry product page. Get ready and let’s translate those traffic to sales!

1. Present studio-quality jewelry images

Do you know that shoppers remember 80% of the information when presented through virtual images and only 20% when in text? This means that the role of jewelry photography in online selling is no longer debatable. In fact, it is one of the most essential ways of doing effective e-commerce selling because it bridges the gap between the shopper and the screen. However, this doesn’t mean that you can list any types of photos as long as you have one. That isn’t the point, especially when 64% of polled shoppers believed that the quality of product photos is more important than product review or other product-related information. As such, ensure that all your jewelry images are of high-quality to be considered by shoppers.

There are different ways of optimizing your jewelry product page through visual presentation. These can be any or all of the following.

selling jewelry online jewelry e-commerce product page

2. Showcase your brand at all times

As we’ve mentioned, your shoppers will not land on your home page all the time; hence, make sure that you showcase your brand whichever page they visit so they will always remember your name when they see you outside of your website. There are many ways to do this. For instance, adding your brand name on top of the product page, a subheading of your brand’s message or your story, or a meaningful product’s description with a style that is unique to yours only. Daisy London’s product page exemplifies an excellent product page in a way that it communicates to shoppers what the brand and product are all about at a glance.

3. Add a video introducing your product’s story

Telling stories makes us humans which is why incorporating this in your product page is an excellent way to evoke human’s emotions. Connect with your shoppers by presenting this story through a product video that does not only provide them with essential product information but also enables them to envision themselves wearing it.

In one of the surveys, 90% of shoppers claimed that product videos help them reach a buying decision, so go ahead and romance them with your unique product story and product features.

4. Humanize your product by adding creative product descriptions

Product descriptions don’t have to be a series of dull sentences laced together nonchalantly. While it must not be verbose; it doesn’t mean that you have to be uninspiring. Be creative and passionate when writing product descriptions for you to connect with your shoppers on an emotional level. See the sample product description below from the website Uncommon Goods. Click here for more tips on how to write a good jewelry product description.

product page optimization when selling jewelry online - jewelry e-commerce

Do you think these tips are too short? Click the link below to read the blog post in detail.

READ MORE: Jewelry E-Commerce Tips: 4 Easy Tips to Optimize Your Jewelry Product Page


5 Creative Tips for an Appealing Jewelry Product Page 

5 creative ideas for an attractive jewelry product page when selling jewelry online - jewelry e-commerce

Imagine you’ve successfully fused technology and positive shopper experience. Surely, you’ll have the digital jewelry world at your because it fits the ultimate needs of today’s tech-savvy shoppers. Willy Kruh of KPMG International explained and predicted that since millennials will drive the future growth of e-commerce will be driven by millennials, this trend will challenge the way retailers deliver their products/services. It will test and blur the boundary between physical and digital shopping to the point that retailers will have to be innovative to meet the shoppers’ expectations.

As a jeweler, you can prepare yourself by starting with your jewelry product page design and visual imagery. Read the tips below and get ready to step up your retail game!

1. Give your shopper an idea about how to style your jewelry

creative ideas for appealing jewelry product page when selling jewelry online jewelry e-commerce

Coordinating jewelry with an outfit can sometimes be time-consuming. It can also get worse if the shopper couldn’t think of an idea about how she could style the jewelry if in case she purchased it. When you give them a chance to entertain this doubt, there’s a higher chance you’d lose them or dilly-dally about buying them.

Some jewelers found a way to address this. For instance, they add a lookbook to give shoppers different ideas on what kind of outfit coordinates well with different styles of jewelry. Meanwhile, others, like Rebecca de Ravenel, offer a full ready-to-wear look that shoppers can purchase if they’re interested in copying the model’s look. This complete ready-to-wear look may consist of an outfit, a pair of shoes, a bag/accessories, and of course, the jewelry.

On the other hand, you don’t have to pressure yourself into selling a full ready-to-wear ensemble if it doesn’t resonate with who you are, or you don’t have a financial resource to carry it out. You can just present a full ready-made look to spark your shoppers’ light bulb in times when they are struggling with ideas about what outfit could go well with your jewelry pieces.

2. Use GIFs to attract shoppers

This year, 84% of communication strategies have focused on visual elements. It’s no doubt that even marketers have found a way to incorporate GIFs in their campaigns. As Alex Chung, the CEO of Giphy, mentioned, GIFs can convey more information than the traditional text-based content. For instance, an average 60-frame GIF can convey information equivalent to 60,000 words. Now, that’s powerful!

GIFs are an excellent way to showcase your jewelry pieces in action. It is also highly informative and an excellent attention stealer. The fact that it is entertaining means that it can help you increase your chances of converting viewers into shoppers.

3. Enable a 360-degree product view and personalization

Saying no to a 360-degree product view capability is like turning your back on shoppers. Did you know that other businesses that have tested this trend reported a 30% increase in conversion rate? This statistics is not surprising, especially when you read reports about the high percentage rate of product returns in online selling.

While shoppers understand the difference in the experience between traditional and digital shopping; they also demand convenience. Hence, they lean towards those online shops that can put an effort in reducing the barriers. As such, an enabled 360-degree product view and personalization or customization service are an exceptional way of making them feel like they are holding the product and examining it from any angle they want.

If you need help using 360-degree jewelry product photography to boost your online sales, click the link and read our full post about it.

4. Pique shoppers’ interest with interactive images

5 creative tips to spice up your jewelry product page when selling jewelry online

Source: Tiffany & Co.

Who wants to look at dull jewelry images, anyway? Technological advances have enabled you to spice things up on your product page to make your shoppers linger, so don’t think twice if it’s something you can offer.

Interactive images need not be extra-complicated. For instance, Tiffany & Co provides their shoppers with an immersive shopping experience by letting them drag and rotate the jewelry product images. This is especially helpful if the jewelry piece on sale has details on the back that you want shoppers to see. In the sample image above from Tiffany & Co, shoppers can rotate the necklace to see the details on the back of the pendant.

5. Add a virtual try-on feature

Capitalizing on Augmented Reality (AR) through the use of a virtual try-on feature is a surefire way of elevating the online shopping experience. Jewelry shops like the Diamond Hedge, Blue Nile, Hamilton, and CaratLane are a few of the businesses that have joined in testing the trend. It lets their shoppers try on the product to help them visualize how it would look on them.  If you have the resource to experiment on this, do try and see how it would affect your conversion rate.

As you can see, crafting an experience-driven online shopping experience requires technical skills but don’t be overwhelmed by it. Other ideas are easy to execute as long as you’re patient, driven, and persistent. Click the link below for more information about these tips.

READ MORE: 5 Creative Ideas to Spruce Up Your Jewelry E-Commerce Product Page 


Social Media Tips

How to Sell Jewelry on Instagram? 

How to sell jewelry on instagram - selling jewelry online

Striking filters, stories, and about one billion monthly active users – there is no doubt why people are hooked. As a jewelry seller, you should pay attention because your next selling platform has arrived! Are you having second thoughts? How about this, 90% of the Top 100 brands worldwide are on Instagram because why not?! After all, it beats the king of social media – Facebook – in engagement, which is 10x higher than the king.

It makes sense, right? So once you’re ready to dust off all the doubts that held you, read below and find out how to start selling jewelry on Instagram. Don’t forget to click the link at the end for more detailed instructions.

1. Create your jewelry business profile

Choose a username, or Instagram handle that represents your brand. Others use their business name as a username provided that it is not more than 30 characters long.

Next, add a profile photo. It can be your business logo if you have one. You can also use the same profile photo that you used on your other social media pages, which is better as it will help increase brand recognition. You will be easier to remember.

Once you have uploaded a profile photo, write a creative but succinct bio as you only have 150 characters to work with. Be straightforward; tell them who you are and what you do.

2. Post engaging content

Pay attention to the two elements of content. These elements are the photos and/or videos and the texts, which includes the captions and the #hashtags.

Always remember to post different types of photos. It can be any of the seven types of jewelry product photography types we mentioned previously including (but not limited to) the following outlined below.

  • Product reviews
  • Promotional and other campaign announcements
  • Jewelry events you’ve attended recently
  • User-generated content

Although photos generate 36% more engagement than videos, it doesn’t follow that you should abandon video content because the consumption rate for video content has been increasing and was reported to have increased by 40%, so you have to cover all the bases.

Aside from the three types of jewelry videos we’ve discussed, you can also include the following:

  • A sneak peek video of your new jewelry collection
  • A live or recorded video of you or your team at jewelry events you’ve attended
  • A live product review of your jewelry piece by your shoppers

Check out a sample live product review video of the GemLightbox below. We’ve shot this video while at the Sydney International Jewellery Fair 2018. You can also watch this video on our Instagram page @gemlightbox.

selling jewelry online How to sell jewelry on instagram

3. Write engaging captions without losing your brand voice

You can write a caption with up to 2,200 characters; however, Instagram will truncate your long caption after the 125th character. This limitation doesn’t mean that you should avoid long captions but rather a reminder to prioritize all the essential information by placing them at the beginning while all the #hashtags and @mentions are at the end of your caption.

Further, when writing a caption, you can adopt Instagram’s lighthearted tone but don’t forget to merge it with your brand voice and add a quick call to action (CTA) to encourage followers to interact with you.

4. Use #hashtags strategically

Statistically, an Instagram post with one #hashtag will attract at least 12.6% engagement compared to those posts without a #hashtag. As such, never forget to use at least one because it can still do wonders for your business. For instance, random users who might be interested in or following that #hashtag will discover you; thereby, leading to increased exposure and product awareness.

Although a single #hashtag is enough, try to add at least five to ten #hashtags, which are the ideal minimum. It’s a plain and straightforward task so might as well make the most out of your given space.

5. If your resource allows, try the Instagram ads

Instagram ads - how to sell jewelry on instagram selling jewelry online

Source: Wanderlust + Co

There are different types of Instagram ads, but they are all somewhat the same in appearance. For instance, your typical Instagram ads will look exactly the same as the Instagram Sponsored post, except the latter only promotes whichever post you want to pay for and promote to increase the level of engagement with that post (likes, repost, comments, etc.). Meanwhile, the former is an entirely new ad designed pecifically to promote your brand. Both of these ads are labelled “Sponsored” just below your handlename. See the sample image above.

6. Don’t ignore the users and followers

Instagram is a two-way street. For you to attract your target shoppers and establish a meaningful relationship with them, you must interact with them, especially when they ask you questions. Don’t leave them hanging because they wouldn’t be wasting their time asking you those questions if there wasn’t even a tinge of interest. As a shopper myself, I make sure to ask questions before I buy and if I don’t get a response from the seller even though they’re actively posting new product images, I unfollow them and abandon all hopes for future transactions with them.

Think of this: If you cannot entertain their questions before buying your product, how much more if you already had their money? It gives a sign of a poor aftersales customer service or maybe, you’re not just interested in making a sale.

Do you need more information about these Instagram selling tips? Click the link below and see what else are missing.

READ MORE: Jewelry E-Commerce Tips: How to Sell Jewelry on Instagram


7 Jewelry Photography Ideas to Convert Your Instagram Followers into Shoppers

selling jewelry online - jewelry product photography ideas for instagram

Instagram is a powerhouse. Why not, with 30% of users who reported to have purchased a product they have initially discovered on Instagram, it only means that Instagram has the power to convert users into shoppers. But what would it take to be an Instagram powerhouse jewelry retailer?

It all boils down to content! Your Instagram feed – composed of your jewelry images, jewelry videos, and texts – determines your path. The more creative and genuine you are with your audience, the more they will engage with your content and the wider your audience reach will be. With that said, here are seven jewelry photography ideas that are not only scene-stealers but also sales boosters.

1. Use group shots of your new products to avoid flooding your followers’ feed

selling jewelry online jewelry e-commerce instagram

Avoid overposting by photographing your new jewelry pieces in groups and posting them as one photo, especially if they only differ in colors and sizes. Sometimes there are Instagram users who get annoyed easily, and when your posts dominate their feed when they scroll, it might just trigger them to unfollow you. At least post at regular intervals for the day and be consistent with that pattern if it really can’t be helped.

Don’t let your posting frequency fluctuate as it might affect your engagement rate per post and you might end up losing followers. For instance, if you start posting 15 times a day and suddenly transition to 5 times a week, this will be bad for your Instagram presence

Nowadays, it’s easy to post multiple photos without flooding the feed. All you have to is to photograph your jewelry product, click the multiple photos or videos icon and start choosing the images (a maximum of 10) you want to include in your slideshow.

2. Repost your clients’ Instagram post, especially if it shows your jewelry piece

People have a habit of posting the things they bought, especially if it’s from a brand they love. Leverage this by reposting their images as it will get them involved. For instance, if you repost them on your feed, they will most likely comment to recognize your effort or “♥” it in return.

Reposting users’ content is also a way of producing an instant user-generated content, which will likely increase your conversion rate by at least 4.5%.

3. Let your followers see your creative process

As we’ve mentioned in these seven types of jewelry product photos, your jewelry-making process shot or a simple shot of your team working in the workstation adds personality to your brand not to mention the depth of stories it tells that connects you with your followers.

If you have an excellent behind-the-scenes story to tell, capture it and show it to your audience. It will surely win their hearts.

4. Take your followers to your jewelry events through your events photos or videos

how to use instagram when selling jewelry online - jewelry e-commerce

If you’ve been to any jewelry event lately, let your followers know by posting your events photos or videos. Followers, or should we say, your future shoppers value experiences so take them wherever you go because it helps enhance your brand identity.

In the sample image above, you’ll see Picup Media during the JCK Las Vegas Show 2018. This photo is multipurpose. It doesn’t only update your Instagram followers about your events but also alerts those who may be in the area and are interested in meeting you and seeing your jewelry pieces in the flesh.

5. Use picture announcements to avoid lengthy captions

Instagram selling jewelry online

Sometimes, people don’t like to read which is justifiable since Instagram is all about images and less about texts. Hence, if you have important announcements to make, be creative and resourceful by presenting them in pictures similar to the one pictured above, which alerts all @GemLightbox followers of its participation in the Hong Kong Jewellery & Gem Fair held in September 2018.

6. Add a 360-degree product video

Yellow diamond ring - 360-degree jewelry video

Yellow diamond ring

By now, you should already know the benefits of using 360-degree jewelry photos and videos, and we stand by with that, especially when selling jewelry on Instagram. A 360-degree jewelry photo or video helps shoppers examine your product from all angles, which can stir or increase their purchase intent.

Your 360-degree video (or photo) could be similar to the one above. The video features a 360-degree angle of a yellow diamond ring, which was captured using the GemLightbox and a smartphone. To duplicate the video-creation process above, click this link on how to use 360-degree jewelry videos on Instagram.

7. Show your followers how your jewelry pieces would look when worn

Lastly and one of the most important is posting a photo of jewelry pieces when worn so that shoppers will have an idea about how it would look on them in case they decide to buy it.

Check out these tips in detail complete with more sample jewelry images and videos by clicking the link below.

READ MORE: 7 Jewelry Photography Ideas to Convert Your Instagram Followers into Shoppers


Jewelry Photography Tips for Social Media

5 jewelry photography tips for social media when selling jewelry online - jewelry e-commerce

The internet has become a fundamental part of our everyday life. It has opened numerous opportunities for businesses, especially with the fact that shoppers had embraced the digital shift in shopping because it’s convenient and they’re busy. However, these opportunities are not without challenges. Big money is out there for the taking, but as a seller, you must first meet the demands of the shoppers, then it’s for you to take.

One of these challenges is the visual presentation, which is expected given the lack of feel and touch when shopping online. Sure enough, the statistics have made it clear that  93% of the polled shoppers consider the quality of visual appearance as a key deciding factor when making a buying decision. So, how do you make sure that you close the deal with these highly-visual shoppers who are on social media almost all the time?

In this section, we’ll show you five basic but compelling tips on how you can entice shoppers using your jewelry images so, let’s get it started!

1. Follow the rule of thirds

The rule of thirds is one of the most basic principles of photography. It’s like the camera grid on your phone where you use the vertical and horizontal lines to guide your composition. With the rule of thirds, you position the subject along any of the intersection points, and that will instantly improve the balance of your images. Simple, isn’t it?

2. Explore different angles

Incorporate different shots and angles when photographing your jewelry pieces. Don’t be afraid to experiment or try less popular angles because you’re shooting for social media users who have probably seen thousands of jewelry images shot at similar angles. If you have a unique or more creative perspective that you think would work, test it and assess how your audience will respond.

3. Pay close attention to the background and context elements

Since this is social media, don’t restrict yourself to photographing on white backgrounds only. Take advantage of your creative freedom and play a little bit to spice up the appearance of your visual presentation. For instance, you can try these five different jewelry background ideas and see which one matches your brand personality and image. When thinking about using a different background, always make sure that it complements your subject and the message you want to send across, but don’t overdo it to the point that the background overpowers your jewelry piece.

Aside from the background, context is also critical as it would help shoppers visualize themselves wearing your jewelry pieces. It helps evoke emotions and add a story to your images. Paying attention to your background is one way of keeping an eye on context. Although context may not be controllable at all times, in those times that you can, make sure that you do so, using lighting and framing among many others.

4. Don’t just crop aimlessly

Have you tried cropping for creative reasons? If you haven’t yet, this is the time to think out of the box and crop radically because it may bring out a new kind of beauty that wouldn’t be visible by just being traditional. Always be open to fresh perspectives because that will make you stand out.

5. Promote relentlessly

Let’s say you’ve followed all the tips you know. Does that mean all you have left to do is sit and wait for the sales to happen? No! Even if you’ve followed all the jewelry photography tips you’ve read, if you’re going to rest on your laurels, you’ll not be able to maximize the benefits.

High-quality jewelry images will surely increase your social media views and drive shoppers to your main website or whatever e-commerce platform you’re on; at times, they will skip stages in a typical buying decision journal by just purchasing right away from you, but not all shoppers go through the same journey. Did you know that 92% of shoppers visit a website for the first time to do other things other than seal a deal with you? They may be researching more about your jewelry piece, checking out product details or designs, comparing prices, or reading product reviews among many others. It’s like they have a mental (or actual!) checklist that must be satisfied before they can make a buying decision.

Hence, be relentless when promoting. Make sure that you’re present and that your jewelry product images are visible in every stage of the buyers’ journey until they’re ready to make a purchase.

Do you know other jewelry photography tips for social media? Feel free to share in the comment section or click the link below to read these tips in detail, complete with sample jewelry images.

READ MORE: Five Compelling Jewelry Photography Tips for Social Media


Jewelry Photography Tips for E-Commerce

How to Photograph Jewelry for Etsy

how to photograph jewelry for etsy - selling jewelry online - jewelry e-commerce

Jewelry photography is tricky and at times, getting it right often feels like rocket science to a few, especially to those who haven’t photographed jewelry pieces before. However, once you decide to enter the territory of online jewelry sellers, you have to try and learn because you only have two options: (1) to do it yourself or (2) to hire a professional photographer.

Not all Etsy sellers lean towards option #2 for many reasons. For instance, some of them have regular jobs and only sell jewelry on Etsy on the side as such, they don’t feel like it’s something they should spend money on. Meanwhile, others don’t have the financial resource they need to hire a professional photographer even if they want to. Regardless of the reasons, none of it would be an adequate excuse to list poor quality jewelry product images, which is why “any advice on taking photos for my shop?” is one of the frequently asked questions posted by Etsy sellers’ in the forum section.

And why not, no sellers would want to lose sales. Did you know that 90% of polled Etsy shoppers revealed that the quality of images is extremely important when making a purchase decision? This percentage is an indication that the quality of jewelry images is key to selling; hence, to help you navigate the complex task of selling jewelry online, here are five useful tips for photographing jewelry for Etsy.

Read on!

1. A jewelry piece captured on a white background makes a perfect primary product photo

How to photograph jewelry for etsy - selling jewelry online - jewelry e-commerce

Photographed using the GemLightbox and a smartphone

If you’ve truly understood the benefits of white background images, you’ll see why white background for e-commerce is irrefutable.

eBay and Amazon require the use of a white background for product listing images, and there’s no reason why it shouldn’t work for you on Etsy. It quickly attracts shoppers’ attention because of its non-distracting background, which makes it look professional and polished, as shown in the sample image above which was captured using the GemLightbox and a smartphone. When you draw them in, you invite them to click on your primary product photo to view additional listed photos you have.

Photographing jewelry on a white background need not be costly or complicated as we’ve discussed before. In fact, you can photograph jewelry at home and still get decent quality results.

2. Inject creative photography ideas and use all ten photo slots

selling jewelry online how to photograph jewelry for etsy - jewelry e-commerce

What started as five has now become ten photo slots, so make sure that you use ten photos to show the most important or unique qualities of your jewelry pieces.  As you can see from the image above, each photo slot gives you an idea of what to capture. Use those ideas and be creative in presentation. For instance, when showing size and scale, instead of placing the subject beside a coin, why not use a model and provide a familiar point of reference to demonstrate scale.

Further, show different angles and variations, if there are any. Make sure that the shoppers see every detail of your jewelry piece so they can decide better and for you to reduce the risk of refund and returns.

3. Highlight the detail

focus on the detail when selling jewelry online - photographing jewelry for etsy

Photographed using the GemLightbox and a smartphone

Given that you have more photo slots to fill, don’t miss out on the chance to highlight the detail of your jewelry products, especially if it’s unique to it, as shown in the sample photo of a ring above. Focusing on the detail will help you stand out from the competition.

4. Post-process your jewelry images for a studio-quality result

post-process your jewelry images when selling jewelry online - photographing jewelry for etsy - jewelry e-commerce

Even professionals post-process their photos, so why shouldn’t you? Sometimes, no matter how well you tried, the photos still don’t come out as polished as you’d hope it to be. For instance, you might notice harsh reflection or unwanted shadows that are very unsightly to put up with. In events like this, instead of re-shooting all the jewelry pieces, save time by working with trusted post-production experts like Picup Media.

Photo retouching offers a variety of way to improve your jewelry images derived from many services you can avail such as retouching to studio quality, blemish removal, and other necessary enhancements. Click here to contact us for any queries you may have regarding photo retouching services.

5. Experiment on different (but not overpowering) backgrounds for additional images

How to photograph jewelry for etsy - selling jewelry online -

Aside from the five different jewelry background ideas we gave you, don’t be afraid to try many others. Only you know what texture or color blends well with your jewelry pieces.  Use your judgment but remain open to new ideas and possibilities.

Overall, Etsy is a good platform for jewelry sellers because it’s not as restrictive as others, especially if you’re a creative type. Read these Etsy jewelry photography tips in full by clicking the link below.

READ MORE: How to Photograph Jewelry for Etsy


How to Photograph Rings for Social Media

how to photograph rings for social media - selling jewelry online - jewelry e-commerce

A report reveals that 40 million people relied on Pinterest when it comes to wedding planning ideas and other wedding style inspiration. This figure is not surprising at all considering how addicting Pinterest is just like any other social media. It is also an assurance that most women have already curated or pinned their dream engagement rings and/or wedding rings on their designated “Dream Wedding” board just waiting for them until they’re ready to make a decision.

Now the question is, how do you entice them to pin your rings on their Pinterest board (or whatever social media platforms they’re using, for that matter)?

In this outline, we’ll give you five critical steps for shooting ring pieces in a way that will differentiate you from your competition. Let’s begin!

1. Ask yourself, “what’s my purpose?” 

photographing rings for social media - selling jewelry online - jewelry e-commerce

Don’t dive in without a clear vision of what you want to achieve when shooting ring images for social media platforms. Does it have to be elaborate and extra-creative to tell a story or do you want a straightforward product image? Know your vision first so you can act on it seamlessly.

2. Plan your setup

photographing rings for social media - selling jewelry online

Grab a pen and a piece of paper so you can document your setup if ever you need to duplicate the process for future photography sessions and consistency’s sake. Have a checklist of all the factors that you need to consider such as colors, backgrounds, props, and composition among other things.

Ring photography doesn’t have to be complicated. As you can see from the video above, we have simplified our photography process using the GemLightbox so wee and our clients can allot more time in other important aspects of the business.

3. Start capturing 

gemlightbox with iphonefor selling jewelry online - jewelry e-commerce

Once you’re all set, nothing’s left to do but to start capturing your jewelry pieces. We at Picup Media want to do it fast and easy with assured quality using the GemLightbox as we’ve discussed in detail here. Using our smartphones, it allows us to capture studio-quality ring images and upload it directly to social media pages in under 5 minutes.

4. Play with filters and graphics

ring photography when selling jewelry online - jewelry e-commerce

Weave a beautiful story by combining texts, filters, and props. When combined, these elements will help set shoppers’ mood and will let you connect with them on a more meaningful level.

5. Promote, promote, promote!

promote your jewelry images when selling jewelry online

Once you’re satisfied with the results, don’t forget to promote your images on different social media platforms to increase your visibility. You can schedule your post ahead of time using various scheduling tool like Hubspot, Buffer, or Hootsuite among many others. It will help you save time

Do these steps leave you wanting more? Click the link below and read the guide in detail.

READ MORE: How to Capture Rings for Social Media


Five Different Jewelry Background Ideas to Steal Shoppers’ Attention

5 different jewelry background ideas to add life to your images

Do you feel like you’ve captured too many jewelry images already and your creative juice is already running dry?

Don’t fret! This section is made just for you as we bring you five different jewelry background ideas that are sure to make serial social media scrollers stop in their tracks.

Read on and get ready to replenish your creative energy!

1. The most common and preferred – a white background

jewelry background ideas when selling jewelry online - jewelry e-commerce

With all the sale-boosting benefits of using a white background in e-commerce photography, there’s no reason why we should get bored of this. Just look at the sample image above – captured using the GemLightbox and a smartphone only, the result looks astoundingly good, clean and professional.

A jewelry piece captured on a white background is perfect as primary product photos on your website or other e-commerce platforms because it is non-distracting and allows shoppers to examine the product more clearly and accurately. Unlike colored backgrounds that reflect onto your subject; thereby, possibly misrepresenting the color of the gems if there are any, a white background will not mess with color accuracy.

Click here to read more about photographing jewelry on a white background.

2. a black background

jewelry background ideas - jewelry e-commerce - selling jewelry online

We captured the image above using the GemLightbox and a smartphone. As you can see, the black background adds drama to the image while also accentuates the reflective surfaces of the metal and the rich color of the diamonds. If this is the look you’re going for, and you want to add an extra touch of luxury to your images, then you’ve found the perfect background for your jewelry pieces.

3. A grey background

jewelry background ideas when selling jewelry online

Grey backgrounds are less frequently used than black or white backgrounds although it can be an excellent alternative for the latter (white) when used in a slightly lighter shade. You’ll find that it is not overpowering and makes your images distinct from the typical product photos on the online market.

4. A patterned or textured background

selling jewelry online jewelry photography background ideas jewelry e-commerce

Show your brand personality by photographing your jewelry pieces against a patterned or textured background. This will add a distinctive style to your jewelry images, and they would be a joy look at. However, avoid overstimulating patterns because it might distract your shoppers from the actual focus of the images – your jewelry.

5. A branded and/or themed background

selling jewelry online - jewelry background ideas

Last but not least, photograph your jewelry pieces against a themed or branded background just like how we did in our how-to video above. In this video, you’ll see how we photographed a Tiffany & Co necklace against a branded background. This way of photography does not only help establish your identity, but it is also the fastest and cost-effective way of promoting your brand.

And there you have it! Were these tips enough to help you generate more creative ideas? Read all these in full detail through the link below.

READ MORE: 5 Different Jewelry Background Ideas You Need to Know


White Background Jewelry Photography vs. Lifestyle: The Pros and Cons

selling jewelry online

Do you often find yourself torn between white background or lifestyle jewelry photography? If so, you’re not the only one. Many jewelers, especially those who are selling on different e-commerce platforms, have asked numerous times whether they should go with the former or the latter.

We admit it can be confusing at times, which is why we weighed on the pros and cons of each photography style to see which one is better or whether we can combine both as long as we know when to use what.

Are you ready? Let’s settle this tug of war, once and for all. Read on!

PART 1: White Background Photography

The Pros: 

1. It makes your online visual display look consistent

They say you only have seven seconds to attract shoppers online. And the best way to do this is by enticing them with a solid sense of order and clean visual presentation portrayed through jewelry pieces captured against a white background.

A white background offers jewelers many sale-boosting benefits. By making your online visual display look consistent, it increases its level of persuasiveness.

2. It emphasizes the details

Unlike other backgrounds that affect the colors of the diamonds and distract shoppers from the true focus, a white background ensures that your shoppers wouldn’t miss the unique and essential detail of your design, the quality of the finish, and the texture of the materials used.

 3. It doesn’t mess up with the gem’s color accuracy

When it comes to colored diamonds and gemstones, the richness of the color matters and you wouldn’t have a problem with capturing it when photographing on a white background.

The issue with colored backgrounds, especially with lifestyle photographs where multiple colors are almost always present, is that the color reflects onto the reflective surfaces of the jewelry and affects the shade of the gem. This is a weight off your shoulder when using a white background.

4. It is cost-effective and time-efficient

Photographing on a white background is an excellent way of simplifying your photography process. It’s cost-efficient because it doesn’t need a grand studio setup as this is something you can do at home. You also don’t need to hire models or other expensive props to execute your vision.

Aside from being cost-effective, it is also ideal for entrepreneurs who don’t have the luxury of time to spend on exhaustive photography session as long as you have all the equipment, props, and accessories you need to accomplish your jewelry photography goal.

Picup Media developed a solution that allowed our clients to photograph their jewelry pieces with just one click using the GemLightbox and a smartphone. There is no training required, no props, or any grand studio setup. Watch the video below and see how we’re able to photograph studio-quality white background jewelry images in no time.

selling jewelry online - jewelry e-commerce 2

The Con: 

A white background image may not be that social media-ready

Let’s admit, people on social media probably have seen thousands of product images already. If there’s nothing in your jewelry image that would stand out to them, they might just scroll past it. Of course, they want shareable, scene-stealing images, and for some, a white background jewelry image just doesn’t meet the demand. It means business and too salesy but social media is all about building a meaningful customer relationship.

Read more about these pros and cons, complete with videos and jewelry images in the link below.

READ MORE: Torn Between Lifestyle and White Background Photography? Let’s Break Down the Pros and Cons (Part 1)

PART 2: Lifestyle Jewelry Photography

The Pros:

1. It can tell powerful stories

Lifestyle jewelry photography can attract sales by telling compelling stories. Good stories can evoke emotions that generate desire and end in purchases. Unlike the salesy vibe of white background, lifestyle photographs’ evocative tone drives shoppers to visualize themselves wearing the product in the photo.

2. It drives social media engagement

The statistics revealed that lifestyle photos showing people using your products get 38% more likes than product photos and those photos without human involvement. This figure doesn’t ask you to flood your followers’ feed with portrait photos. Be creative and explore different creative ideas.

3. It humanizes your brand

Unlike with white background photography, lifestyle jewelry photography humanizes your brand by adding a touch of human emotions into your images. It helps stimulate a natural connection with shoppers, which increases the sales potential of your products.

When posting images, remember to apply the 80/20 rule to avoid shoppers who are quickly put off by excessive advertisements. This rule means that you allocate 80% of your content to engaging with and educating shoppers while the 20% accounts for self-promotional content.

4. It increases your products’ relatability

Lifestyle jewelry photos enhance the shoppers’ sense of visualization. The lifestyle photos help them create a story about your jewelry pieces and build the kind of lifestyle that they would aspire to have. Since lifestyle photos often show the products in real-life situations, the vision becomes reality and the products become relatable.

The Cons: 

1. It’s costly and time-consuming

Undoubtedly expensive, especially if you don’t know anyone who can model for you for free, lifestyle photography requires financial capital because you’ll need to hire a model, stylists, creative director, and assistants. You also have to spend on props, outfits, and rent a location. Once you’ve managed all these, you have to arrange the schedule for shooting and coordinate with everyone involved.

2. It might discourage sure buyers

Lifestyle photos can be too gimmicky for sure buyers, especially if they’re at the last stage of the buyers’ journey. These buyers are those who already know what they need but might want to see straightforward product details and photos one last time before sealing the deal. If they’re impatient, they might scroll past your heavily-styled jewelry photo. After all, the options online are endless.

So, who do you think should win? Should it be the lifestyle jewelry photography or the white background style? Truth be told, both approaches are a winner because each serves a different sales and marketing purpose. Nobody said you couldn’t have the best of both worlds in jewelry photography, right?

Explore these pros and cons more, along with the verdict, when you click the link below.

READ MORE: Torn Between Lifestyle and White Background Jewelry Photography? Let’s Break Down the Pros and Cons (Part 2)


And there you have it!

selling jewelry online

Selling jewelry online involves a lot of work, but once you start making sales, the journey will be rewarding. Always keep an open mind and embrace change as online shopping becomes the norm, constant changes in customer preferences, behaviors, and technology will continue to challenge the quality of service and products you deliver. But with persistence, dedication, and continuous learning, you’ll survive and thrive.

Did you find these tips helpful? Do you know other jewelry e-commerce tips that you’d like to share or topics you’d like to read next? Let us know in the comment section and STAY TUNED to this space as we’ll update it with the most current and relevant jewelry e-commerce topics regularly.

READ MORE: Jewelry Photography: A Comprehensive Guide for Jewelry Retailers

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