How to Sell Jewellery Online in India: A Step-by-Step Perfect Guide for Young Entrepreneurs

Consider this: the article features a breathtakingly beautiful piece of handcrafted jewellery, crafted by a select few, for which thousands are now vying. The jewellery in India is not just a piece; it is a highly significant aspect of our culture. Wedding, festival, and day-to-day clothes are incomplete without jewellery. Online shopping sites are attracting an increasing number of people, which is causing a boom in the jewellery industry. This is truly your opportunity to make a lasting impression.

Outlining the business is the first step. Rest assured, I have firsthand experience establishing an online jewellery business and will walk you through the most straightforward steps to beginning it. Are you ready to digitalize your jewellery shop? Let’s get into the details!

1. Know your audiences and jewellery trends.

Before talking about online selling success, you must know your customers and what they want. I understood at my first go that not all buyers want the same thing. While some brides only require traditional pieces for their most significant day, there are still people who are looking for something different, such as an abstract design.

Consider your target customer. Your customers are looking for a jewellery set for everyday wear, or they are more interested in customising the jewellery? Each client has a variety of preferences. Whether it’s Kundan chokers, diamond nose rings, or lightweight gold chains, you can quickly spot such hot items on a mall website, a tag on Pinterest, or a post on a website discussing jewellery love.

Bridal jewellery is always a popular choice in India, especially during the wedding season from October to February. At the same time, young professionals in Mumbai and Delhi are favouring simple jewellery that they can wear to work and other casual events. The more you know the buyers, the better your chances of selling.

Data: The online jewellery market, specifically in India, is experiencing impressive growth. The FICCI predicts an annual 15% expansion by 2025.
There is a revolving demand, you just need to go target the right buyers!

2. Build trust with your customers.

It is fact that people require trust on online sellers if they are to purchase any product, in particular, jewellery. Often, jewellery proves to be a significant investment, and customers caution against falling for imitations. This was a common issue I encountered when I was just starting out.

To maintain trust, you can provide a jewellery certification. You should attach a BIS hallmark if you are dealing with gold items. In the case of diamonds and other precious stones, your website should have the authenticity certificates attached. Ensure that these certifications secure the product pages, allowing lenders to feel confident before making a purchase. Furthermore, it is crucial to provide a secure payment gateway and a hassle-free return policy to foster trust among lenders.

Indian customers, especially in new places, come to look for jewellery at trustworthy and known stores, where they can touch the items. Thus, offering customer reviews, testimonials, and influencer endorsements to align the trust level of physical stores with your online platform, will help build that level of trust. When people see others endorsing the product and expressing their belief in its quality, it instils a newfound sense of confidence. 

3. Create a visually stunning online store.

The main attraction of the jewellery business centre is its beauty. Your online store has to be as stunning as your products are. One of the primary things that impressed me was the fact that the high-quality pictures made such a big difference in engaging and attracting new customers and convincing them to join the platform. People who buy jewellery love to look at every small detail. Therefore, the best images help them visualize the design and imagine themselves wearing your accessories.

A beneficial starting point is to get high-quality photos taken. Prepare for product exposure by showing each item from various viewpoints, adding close-up pictures, and, if possible, even including videos of customers wearing the jewellery pieces in real life. Be sure to make your site user-friendly and ensure mobile optimization, as it is well-known that Indian buyers use their phones for product browsing and shopping.

Indian buyers prefer to compare jewellery pieces before making a purchase. Therefore, you should incorporate a zooming feature that allows Indian buyers to view the jewellery at a closer distance, as well as a comparison feature that allows them to compare not just one or two pieces. Undoubtedly, this upgrade will significantly improve the situation; it’s likely to become the most quickly implemented feature.

4. Use social media to increase sales.

Many other online retailers find their customers from Instagram and Facebook. One of the ways I used this platform was to increase my online visibility and establish connections with potential clients. Instagram and other visual platforms are ideal for showcasing jewellery, as they highlight the inherent beauty of the pieces.

The top two performing platforms are Instagram and Facebook. Use Instagram and Facebook ads to reach a larger audience. By targeting specific demographics such as age, location, and interests for bridal wear and fashion, you can effectively market your product. Influencer collaborations stand as another brilliant way to establish authority and draw your audience. Many people trust influencers and their recommendations when choosing the clothes or jewels.

During festivals and wedding seasons, jewellery sales skyrockets. Such as Deepavali, Raksha Bandhan, or when the wedding season is at its peak, run advertisements in social media, create custom campaigns, give a lower price on special promotions or a limited-time collection will make your brand stand out, capture attention, and attract more customers.

5. Offer multiple payment options and a seamless checkout experience.

An easy way to lose a sale is to offer limited payment options or a complicated checkout process. In India, individuals utilize a variety of payment methods, ranging from UPI to the COD method.

Make sure your business allows more than one payment method like UPI, debit/credit cards, or COD. A fast, easy checkout process that does not require a lot of steps is crucial. Using a reliable payment gateway such as Razorpay or PayU will make transactions quick and secure.

In many parts of India, people might still prefer cash on the delivery system for items of higher value. Despite its potential to attract more customers, particularly those new to online shopping, Cash on Delivery (COD) remains popular in certain areas for jewellery-related products due to their high cost.

To conclude, India’s online jewellery sector has very high growth potential, capable of operating multistore and catering to people’s purchasing needs. However, sellers need to adapt their selling methods to maximize their profits. Specifically, the path to long-term benefits in the e-jewellery market is marked by a knowledgeable customer base, reliable commodities, innovative jewellery displays, effective use of social media, and simple payment methods. By adhering to this behaviour, ensuring the legitimacy of brands, presenting your products well, and leveraging social media platforms, you can transform your online jewellery shop into a prosperous business.