Top eCommerce Platforms for Jewelry Business

eugene koplyk Eugene Koplyk 13/07/2023 14 min read
jewelry website development


Jewelry is a multi-billion dollar industry, and online sales are growing rapidly. If you're thinking about starting a jewelry business or expanding your existing business online, you need to choose the right eCommerce platform.

There are many different eCommerce platforms available, but not all of them are created equal. Some platforms are better suited for certain types of businesses, and others are more expensive. In this blog post, we'll discuss the best eCommerce platforms for jewelry businesses and provide tips for choosing the right platform for your needs.

According to the data from BuiltWith, Shopify is the most popular platform in the United States for eCommerce. Note that this data is not specific to the jewerly industry.

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How to Choose the Right Ecommerce Platform for Your Jewelry Business

Here are a few factors to consider when choosing an eCommerce platform for your jewelry business:

  • Ease of use: The platform should be easy to use, even if you don't have any technical experience.
  • Features: The platform should offer the features you need to sell jewelry online, such as a shopping cart, payment processing, and marketing tools.
  • Scalability: The platform should be able to scale as your business grows.
  • Cost: The platform should be affordable for your budget.

Top eCommerce Platforms for Jewelry Business

1. Shopify


Shopify is a cloud-based eCommerce platform designed to make it easy for businesses to sell online. The platform is scalable and affordable, making it a good choice for businesses of all sizes. Shopify offers a wide range of themes that you can use to customize the look and feel of your jewelry website. You can also add your own custom code to further customize your website. Besides that, Shopify integrates with a variety of third-party apps and services. This lets you connect your Shopify website to your accounting software, shipping provider, and other business tools.

  • Ease of use: Shopify is one of the easiest eCommerce platforms. The platform has a drag-and-drop interface and a user-friendly dashboard.
  • Features: Shopify offers a wide range of features for selling jewelry online, including a built-in shopping cart, payment processing, and marketing tools.
  • Scalability: Shopify is a scalable platform that can grow with your business. You can easily add more products, increase your traffic, and expand your reach.
  • Cost: Shopify's pricing plans start at $32/month.

2. WordPress


WordPress is a good choice for jewelry businesses that are looking for a flexible, customizable, and affordable eCommerce platform. WordPress is built on a solid foundation of SEO best practices, making it easy to optimize your website for search engines. Also, WordPress has a large and active community of users and developers. It means that there are always people available to help you with any problems you may encounter.

  • Ease of use: WordPress is a content management system that can be used to create various websites, including eCommerce website for jewelry. WordPress is not as easy to use as Shopify, but many plugins and themes are available to make it easier to create an eCommerce website.
  • Features: WordPress offers a wide range of features for selling jewelry online, including a shopping cart, payment processing, and marketing tools. However, you may need to install plugins to get all the additional features you need.
  • Scalability: WordPress is a scalable platform that can grow with your business. However, you may need to upgrade your hosting plan as your traffic increases.
  • Cost: WordPress is free to use, but you will need to pay for hosting and domain name.

3. Magento (Adobe Commerce)


Magento is an open-source eCommerce platform that is known for its scalability and flexibility. It is a powerful platform that can handle a high volume of traffic and sales. Magento allows you to create and manage a wide variety of products, including simple products, configurable products, and grouped products.

  • Ease of use: Magento is a powerful eCommerce platform, but it is not as easy to use as Shopify or WordPress. You will need to have some technical experience to set up and manage a Magento website.
  • Features: Magento offers a wide range of features for selling jewelry online, including a shopping cart, payment processing, and marketing tools. Magento is also highly customizable, so you can create a website that meets your needs.
  • Scalability: Magento is a scalable platform that can grow with your business. However, you may need a developer to help you scale your website.
  • Cost: Magento is free but you must pay for hosting and domain name.

4. BigCommerce


BigCommerce is a cloud-based eCommerce platform that is recognized for its user-friendly interface and ability to adapt to business growth, much like Shopify. BigCommerce offers 24/7 customer support, so you can get help with any problems you may encounter. Still, it is easy to use, even for non-technical users. This makes it a good choice for businesses that do not have a lot of technical experience.

  • Ease of use: BigCommerce offers a wide range of features for selling jewelry online. The platform has a drag-and-drop interface and a user-friendly dashboard.
  • Features: BigCommerce offers a wide range of features for selling jewelry online, including a built-in shopping cart, payment processing, and marketing tools. BigCommerce is also highly customizable, so you can create a website that meets your specific needs.
  • Scalability: BigCommerce is a scalable platform that can grow with your business. You can easily add more products, increase your traffic, and expand your reach.
  • Cost: BigCommerce's pricing plans start at $39/month.

5. Squarespace


Squarespace is a great option if you're in the jewelry business and want a beautiful, professional-looking website without the hassle. Known for its user-friendly platform and attractive templates, it's an easy choice for those seeking a best website builder for jewelry business.

  • Ease of use: Squarespace is a website builder that offers a drag-and-drop interface that makes it easy to create a beautiful and professional jewelry website. Squarespace is not as feature-rich as some of the other platforms on this list, but it is a good choice for businesses that want a simple and easy-to-use eCommerce platform.
  • Features: Squarespace offers a built-in shopping cart, payment processing, and marketing tools. However, the platform does not offer as many customization options as some of the other platforms on this list.
  • Scalability: Squarespace is a scalable platform that can grow with your business. However, you may need to upgrade your plan as your traffic increases.
  • Cost: Squarespace's pricing plans start at $23/month.
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Expert Opinions

Nikhil Jogia, Managing Director of Jogia Diamonds, shared his expert opinion on their approach to eCommerce platforms:

Custom-Built Platforms and Shopify/Magento Pros

Customizing an eCommerce platform offers tailored solutions to match your business strategy and product offerings. We've seen this firsthand with our completely unique website, which was custom-built to provide the functionality needed for our clients to personally select their own diamonds and build them into the rings or earrings of their choice. The biggest advantage of a customized platform is its scalability, which allows for business growth without switching platforms. On the downside, you need to have the resources to manage and maintain it.

If you're after an out-of-the-box solution that’s less complex, both Shopify and Magento offer robust, user-friendly alternatives. Magento has advanced customization options and can manage multiple storefronts, making it a good fit for larger businesses. Shopify is extremely user-friendly, requiring little technical know-how, and offers a quick setup, which is ideal for startups or smaller retailers.

Nikhil Jogia, Managing Director, Jogia Diamonds

JogiA Diamonds isn't just about jewelry; it's about the stories each diamond tells. These diamonds travel from deep within the Earth to their owners' hearts. With worldwide recognition, the company's commitment to beauty, sustainability, and storytelling has made it a global sensation, sharing Australian elegance with the world.

We also asked experts who work in eCommerce with jewelry stores to comment and here is their opinion:

Shopify for User-Friendly Interface

As someone who is in the eCommerce space, I would recommend Shopify for a jewelry business. Based on my own experiences, Shopify stands out for its user-friendly interface and seamless integration with various payment systems. It includes built-in SEO features, which can help to increase your store's visibility online and drive more traffic. Moreover, it offers a variety of customizable templates specific to the jewelry business, enabling you to showcase your products effectively. In my opinion, these features make Shopify a highly suitable e-commerce platform for a jewelry business.

David Rubie-Todd, Co-Founder and Marketing Head, Sticker It

WooCommerce for Tailored Displays

For a jewelry business, WooCommerce stands out as the most fitting e-commerce platform. This is primarily because of its inherent flexibility and customization capabilities. Jewelry businesses often require unique branding and presentation to showcase their pieces effectively. With WooCommerce, they can achieve tailored product displays, integrate zoom-in features for intricate designs, and even set up 360-degree views. Plus, given its seamless compatibility with WordPress, businesses can effortlessly merge their content marketing and online store, thereby narrating the stories behind each jewelry piece. Lastly, the wide array of plugins available ensures scalability as the business grows, from inventory management to international shipping options.

Jaya Iyer, Marketing Manager, Teranga Digital Marketing LTD

Examples of Successful Online Jewelry Stores

In this section, we explore some successful online jewelry stores, showcasing real-life examples of businesses that have mastered the art of selling jewelry. Their journeys offer valuable insights into how they've navigated the eCommerce landscape.

1. Catbird - Magento

Catbird, a pioneering jewelry store based in Williamsburg, Brooklyn, began its journey in 2004 in a cozy 225 sq foot shop. Known for its innovative designs like memory rings and the trendsetting whisper-thin rings, Catbird quickly became a trendsetter in the jewelry industry. Their signature pieces, crafted in recycled 14k gold and adorned with ethereal diamonds, are meant for everyday elegance and have resonated with a diverse clientele. The launch of their first engagement ring collection, 'The Swans,' in 2006, further cemented their reputation for creativity and commitment to sustainable practices.

Behind their success is the robust and flexible Magento eCommerce platform, which has supported their growth and enabled them to offer a seamless online shopping experience.

2. Missoma - Shopify

Missoma, a trailblazer in the world of demi-fine jewelry, is driven by a mission to inspire confidence and self-expression through its exquisite designs. Founded by CEO Marisa Hordern, the brand bridges the gap between high-end luxury and accessible fashion. Missoma stands out for its commitment to crafting high-quality, responsibly sourced jewelry that is both fashionable and affordable.

Leveraging the power of Shopify as their eCommerce platform, Missoma has successfully expanded its global footprint, shipping to over 200 countries and nurturing a community that values unique design, quality, and ethical production. Their collaborations with renowned creatives like Harris Reed and Lucy Williams reflect the brand's alignment with positive, forward-thinking fashion. Missoma's ethos centers around sustainability, rejecting fast fashion in favor of timeless, versatile collections that encourage wearing and re-wearing in multiple styles.

3. Elizabeth Gage - WooCommerce

Elizabeth Gage's jewelry transcends conventional boundaries, embodying a unique fusion of unorthodox creativity and timeless artistry. Renowned for her distinct approach to jewelry making, Elizabeth Gage has established herself as an icon in the realm of independent jewelry design. Her pieces celebrate individuality and craftsmanship, handcrafted by expert goldsmiths in Great Britain.

Utilizing WooCommerce as their eCommerce platform, Elizabeth Gage has seamlessly transitioned her unique vision into the digital world, allowing a global audience to experience and acquire her extraordinary designs.

Common Mistakes to Avoid When Selling Jewelry Online

common mistakes to avoid

Poor Product Descriptions and Images

Jewelry is highly visual and detail-oriented, making the quality of your product images and descriptions crucial. Customers need clear, high-resolution photos from multiple angles and detailed descriptions, including materials, dimensions, and care instructions.

One of the most important aspects of showcasing jewelry online is ensuring that your product images accurately represent the pieces. Therefore, investing in a high-quality camera and a macro lens is essential. Additionally, setting up a clean background and utilizing natural light can significantly enhance the visual appeal of your product photos, making them more attractive to potential buyers.

Ignoring Optimization for Search Engines

Organic traffic can significantly increase your sales. The number one priority is to have your website ranking for at least your brand keywords so people can easily find your website instead of typing the address. After that, you should ensure that your product and category pages are allowed to be indexed, have a relevant H1 heading, unique meta descriptions and titles. That should be enough for basic SEO optimization, but if you want to dive deeply, consider content marketing, internal linking and page speed optimization.

Lack of Brand Identity

Establishing a strong brand identity is crucial in the highly competitive jewelry market. Jewelry often carries emotional or sentimental significance, making it essential to effectively communicate your brand's story and the unique value proposition of your pieces. This is about more than just selecting a niche or target audience; successful jewelry businesses sell not just products, but an idea or lifestyle that resonates deeply with their customers.

To effectively sell jewelry online, develop a distinct visual identity for your brand, including thoughtful logos and color scheme choices. Then, craft a compelling brand personality and consistently implement this across all aspects of your online presence, from your website's copy and visuals to your social media platforms. This approach helps create an emotional connection with your audience, foster customer loyalty, and set your brand apart in the saturated online jewelry space.

Overlooking Customer Service

Effective customer service is pivotal in optimizing jewelry sales and significantly determines whether customers will return for future purchases. To maintain a positive reputation, it's crucial to be responsive to inquiries, transparent about policies, and proactive in resolving issues. Begin by crafting a transparent policy for returns, shipping, and exchanges, setting straightforward expectations for customers when purchasing your jewelry.

Furthermore, provide customers with ample channels to reach out to your business. In addition to traditional methods like email, incorporating a live chat feature on your website can significantly enhance the user experience by offering immediate assistance.

Neglecting Post-Purchase Engagement

Failing to engage with customers after a purchase can be a missed opportunity for building loyalty. Follow-up emails, requests for reviews, and offering maintenance tips are ways to continue the relationship.


In conclusion, there are many different eCommerce platforms available to choose from when starting a jewelry business online. The best platform to sell jewelry online for you will depend on your specific needs and budget. No matter which platform you choose, make sure to do your research and compare the different features and pricing options before making a decision. With so many great options available, you're sure to find the perfect platform to help you sell your jewelry online.

eugene koplyk
Eugene Koplyk
Head of Marketing department
I'm a digital strategist with a keen eye for the nuances of eCommerce platforms, especially in the jewelry sector. My insights span from user experience to scalability, ensuring jewelry businesses shine online.
best jewelry platformecommerce jewelry websites