How to Sell Handmade Jewelry Online

Three people in the Ecwid team create and sell handmade jewelry: Olga sells pretty bracelets, Ann makes cute kawaii charms, and Marine crafts copper jewelry.

jewelry by the Ecwid team

We talked to them to learn their best tips for those about to start a jewelry brand. Do you spend nights creating a new bracelet or earrings? Do your friends know exactly what they will get from you for the holidays, and are they infinitely glad about it?

Read what it takes to open your online jewelry store.

Find Your Niche

Think of something that customers can buy only from you. It doesn’t have to be an intricate handmade product. But when looking at one of your products, people shouldn’t think they’re able to make it themselves or buy it somewhere else.

Experienced handmade sellers advise focusing on the target audience. You should picture your customers and understand who are you selling to. It’s not just “women 21-45 years old”. Think of their lifestyle: how they spend time, where they go out, what they wear. Your accessories must match that specific lifestyle.

of the annual income jewelry sellers get during the holidays (10% more than an average seller)

Jewelry is best sold during the holiday season. Historically, rings, bracelets, and necklaces make perfect gifts, so keep that in mind when thinking of what to sell. Try to create something you’d personally be glad to give your friends for the holidays. If you are not sure yet, your collections can be built around holiday themes in your first year. This is a safe start.

Your success formula is high quality + clear difference from competitors.

A huge product variety doesn’t mean you’ll necessarily have more customers. Some brands sell a single collection of a few items and earn more than those with hundreds of products. So don’t hurry to fill your store with lots of products.

Create Your Collection

Essentially, you’ll have to:

  • Gather ideas
  • Choose the main theme
  • Draw the mockup
  • Create samples

Pinterest is great for searching ideas. You can find popular products in your niche, understand how people wear them, and discover what competitors do about it.


Read more: How to Use Pinterest to Understand Your Niche

Collect as many ideas as you can — don’t let criticism scare away your inspiration. When you get enough ideas, you’ll be able to notice patterns and make connections. Then it’s time to think of a theme.

To the moon and back
Olga’s collection “To the Moon and Back” is devoted to the mystery of space

Write down your ideas and connect them to the jewelry types. According to Olga, homogeneous sets work fine, for example, the classic combination of “necklace + ring + earrings”.

Adventure time
Ann devotes her collections to cartoon characters

Don’t create a lot of products at once: start with a few samples. That way you’ll be able to test the demand and improve the quality of your products.

Come Up With a Business Plan

“Come on, I just make bracelets!” you may say. But a business plan differentiates a craftsman from a business owner. As soon as you write your business plan, you’ll get the feeling of owning a real business. It’s not just handmade jewelry anymore – it’s your income.

A business plan is a must-have if you want someone to invest in your business. As a handmade seller, you’d probably do well on your own, but who knows? If your collection strikes the market, you’ll start finding yourself surrounded by potential partners.

Stick to the business plan instruction in 2 parts:

Create Your Brand Name

There should be a story behind your brand name. People buy from people, so make the name reflect your personality. Check out available domain names, because you’ll want your brand name and your domain name to be the same.

Long Cat
Olga’s store is called “Long Cat” because the idea of creating her brand occurred to her when her cat was playing with a bracelet

Choose the name thoroughly and thoughtfully, so you don’t have to change it in a couple of months. It will always – or at least for a long time – be associated with your handmade products and you. If it’s hard to come up with a name, skip this stage, and take on financial matters first.

Learn more: How to Name Your Store

Create Your Logo

Your logo is as important as the name. It must stand out and stick in one’s memory. It also should correlate with the style…