The retail jewelry market has witnessed impressive growth since 2020, and this upward trend is predicted to grow until 2024! Therefore, starting an online business in the field may earn you a fortune. But where to sell jewelry online?
We will help you turn your passion for jewelry design into a thriving business. After trying 30+ platforms and analyzing both the strengths and weaknesses of each one, here are some key takeaways from this article for you if you are looking for the best place to sell jewelry online:
- There are 3 main types of sale channels: Marketplace, social media, and your website.
- Top 10+ best places to sell jewelry online: Worthy, The RealReal, Cash For Gold, Etsy, eBay, Amazon Handmade, Sears, Facebook Marketplace, Instagram, Bonanza, and more.
- Tips to boost your jewelry business sales
Now, why don’t we start?
How to Choose the Right Jewelry Selling Platforms?
In this section, let’s delve into key factors, including target audience, fee structure, and kinds of sale channels, to decide the best site to sell jewelry.
To be honest, we can’t point out exactly the platforms for your big question, “Where to sell jewelry online?” but here’s the guide:
1. Identify your target customers
Before choosing a platform to sell your jewelry, you should identify your target audience and their behaviors. Look at who already bought your jewelry and answer some of these questions:
- Age
- Location
- Income
- Styles
Ensure that it aligns with your jewelry style and appeals to the interests of your potential buyers, ensuring it attracts your ideal customer.
For instance, imagine you create handcrafted, minimalist jewelry that appeals mainly to young professionals. By identifying your target audience, you discover that your ideal customers are women aged 20-35 who live in urban areas, have a moderate to high income, and prefer contemporary styles.
With this information in hand, you can make informed decisions about where to sell your jewelry:
- Etsy: Known for its artisan and handmade products, Etsy attracts a large number of buyers looking for unique, handcrafted items. It’s a perfect fit for your minimalist, handcrafted jewelry, and the platform’s user base aligns well with your target demographic.
- Instagram: As a visually-driven social media platform, Instagram is ideal for showcasing your jewelry through high-quality images and videos. Its popularity among young adults in urban areas makes it a great place to reach your audience and build a community around your brand.
2. Evaluate fees and costs
Effective cost management is crucial for eCommerce success. Since each platform has its fee structure, understanding these costs is essential when choosing the right platform to sell your jewelry. Here’s a breakdown of some general fees you might encounter:
- Listing fees: Some platforms have no listing fees, some charge per listing (usually in the range of $0.20 to $5)
- Subscription fees: $0 – $30 a month
- Transaction fees: A percentage taken from each sale, typically ranging from (5% to 15%).
- Payment processing fees: Costs associated with processing customer payments (usually around 2-3%).
- Additional fees: flat rate, shipping, FBA, etc.
Knowing them and calculating each platform might help sellers choose the most cost-effective selling platforms that feed their budget.
3. Choose the right kind of sales channels
Finding the most suitable marketplace options to start selling is crucial. Here are 3 main types of selling channels and examples:
- Online marketplaces: eBay, Sears, Amazon Handmade, Bonanza, The RealReal, Cash For Gold, Worthy, etc.
- Social media channels: Facebook Marketplace, Instagram, Pinterest, etc.
- Your online store is based on an eCommerce platform such as Shopify, Wix, GoDaddy, etc.
Established e-marketplaces and social media channels offer a massive customer base, allowing you to tap into a ready-made audience and gain initial traction.
However, building your independent online store might be ideal if you have a well-defined brand identity and prioritize complete control over branding and customization. This approach lets you create a unique shopping experience for your customers but requires more effort to attract visitors.
Where to Sell Jewelry Online? Top 10+ best places
As promised, here are our 10+ picks to answer the question “Where is the best place to sell jewelry?” with detailed pros and cons analysis. Now, let’s wait no more and take a closer glance at them!
#1. Worthy
Worthy is an online jewelry auction site that allows you to sell your gold and finest pieces. The most common products on Worthy are diamond rings. Along with that, other popular sections include luxurious watches, necklaces, bracelets, and earrings. If you are targeting the high-end sector, don’t hesitate to sell jewelry online via Worthy.
The platform is also building a solid partnership with GIA (Gemological Institute of America) and has been featured in numerous magazines. This platform covers insurance, shipping professional authentication, and evaluations of your jewelry. Hence, trustability is certainly not your biggest concern.
Fees structure
The fees are subject to a successful auction and are based on a percentage of the final sale price, as shown below:
Winning bid | Fee |
Up to $5,000 | 18% |
$5,001 - $15,000 | 14% |
$15,001 - $30,000 | 12% |
$30,001 - above | 10% |
Pros
- Strong reputation and reliability
- Free GIA or IGI (International Gemological Institute) reports
- Easy-to-maneuver interface for sellers
- Free shipping and complete jewelry insurance
- Ultimate control over your jewelry’s pricing
- Familiarity with luxurious brands
Cons
- Product value restrictions (product estimated value must exceed $1000)
- Prolonged entire trading process (about two weeks)
- Pretty high seller fees
#2. The RealReal
The RealReal comes second on our list of the best places to sell jewelry. Founded in 2011, the platform not only receives a significant capital investment ($300 million in venture capital funding in 2019) but also indicates that The RealReal is scalable and competitive.
Speaking more of it, product ranges are pretty extensive. Apart from jewelry, sellers can consider designer bags, garments, and watches. Telling the truth, the RealReal provides retailers and shoppers greater flexibility.
Target audience: Individuals looking to sell luxury items, including jewelry, watches, and other high-end goods.
Fee structure
The commission guide is based on two factors: your rank and the type of item.
- The rank: The more you sell, the higher your rank and you can receive many benefits, including lower commission fees.
- Type of items: if you are a jewelry seller, here is the commission percentage for branded fine jewelry sellers.
Pros
- An easy and fast selling process
- Free-shipping offers for Pick Up Curbside
- Presence in 60 countries
- Excellent product diversity
Cons
- Payment time (sellers can only receive their payment monthly on the 15th)
- Complex fee structure
#3. Cash For Gold
Continuing our topic of “where to sell jewelry online?”, particularly for those selling gold or platinum pieces, Cash For Gold USA may be your best website to sell jewelry. Cash For Gold is slightly different from The RealReal or Worthy in its way of operation. You are not selling to shoppers but to the website itself.
In addition, the best part of Cash For Gold is that you can put on any jewelry piece regardless of its condition (old or broken). As long as your items are made of gold or platinum, Cash For Gold USA can always make an offer. Therefore, it can be the best place to sell used jewelry.
Target Audience: Individuals looking to sell gold, silver, and platinum items, such as jewelry, coins, and bars, for cash.
Fee structure: completely free.
Pros
- Excellent seller support (making offers for old or broken pieces of jewelry)
- Solid trustability
- Fast payment process
- Transparent trading steps
Cons
- Limited product insurance (items that exceed $5000 don’t receive insurance)
The first three jewelry-selling websites are devoted to products of high-margin profit. These sites are worth considering if you are heading to the luxurious segment. Our list of the best places to sell jewelry has yet to end. There are seven more options for jewelry marketplaces, including Etsy, eBay, Amazon Handmade, Sears, and Bonanza.
#4. Etsy
Etsy is undoubtedly among the best sales channels for starting your jewelry business. This empire offers sellers incredible traffic (398.45 million visits with an average 46.05% bounce rate). With such excellent traffic, you can sell anything on Etsy. ut don’t forget to check the Etsy prohibited items in the house rule.
Not to mention, the demand for jewelry on Etsy is insane, particularly for vintage, gemstone, and customized items. Believe it or not, some Etsy items have exceeded 400 thousand purchases.
Target audience: Jewelry that is handmade, vintage style, or unique items.
Fee structure
- Listing fee: $0.20 per listing
- Transaction fee: 6.5% of sale price
- Subscription (for Etsy Plus and Pattern): $10 to $15/ month
- Payment processing fee: Based on sale revenue
Pros
- Great reputation for jewelry, craftsmanship, and vintage supplies
- Easy setup with no startup fees
- Excellent control over your front store
- Various shipping options
- Great legitimacy and customer trust
Cons
- High seller and maintaining fees (Etsy’s house rule on seller fees)
- Fierce competition in the marketplace
- Lack of ownership over data collection
Notes: Etsy allows reselling, but there are restrictions. Reselling your jewelry or other items is only available in vintage and craft supplies categories, according to Etsy policy.
With all the challenges you will be question that how to sell jewelry and generate the maximum profit from it? Here are some selling tips you might want to know.
- Design eye-catching product images
- Show off positive customer reviews
- Focus on brand-building
- Boost SEO for higher rankings and greater visibility
- Run ad campaigns
Before making a final decision, it’s essential to consider eBay’s additional benefits. Read our full Etsy reviews right here!
#5. eBay
eBay is our next choice when answering the question “Where to sell jewelry online”. Similar to Etsy, eBay also offers excellent traffic and diverse product ranges (658.19 million and 1.7 billion). But what makes eBay a perfect online marketplace for jewelry?
Not only is jewelry a best-selling category on eBay but its segment is also estimated to reach $61.24 billion in 2024 and is expected to witness an annual growth of 0.78% until 2026. The top-selling jewelry categories on eBay are fine jewelry, watches, fashion jewelry, and vintage Jewelry.
Also, according to March 2024 data from CivicScience, 57% of US adults have used eBay to purchase secondhand luxury fashion and accessories online in the past year. Luxury brands can sell second-hand items directly on this channel.
Moreover, according to Retail Dive, eBay sales of apparel and accessories with “thrift” in the item description grew over 400% globally from March 2023 to March 2024. Not stop there, half of eBay’s sellers reported an increase in selling pre-loved items compared to 1-5 years ago, indicating a significant rise in demand for second-hand fashion on the platform.
Besides, eBay’s auction-style can grant you a higher selling price than usual. Top-selling jewelry categories on eBay are fine jewelry, watches, fashion jewelry, and vintage Jewelry.
Target audience: Individuals looking to sell a wide range of jewelry items such as fine jewelry, vintage jewelry, costume jewelry, watches, etc.
Fee structure
- Subscription: From $7.95 to $349.95/ month
- Insertion fees: $0.35/ listing (after 250 free listings)
- Final value fee: $0.30/ order
- Category referral commission: 8 – 15% of total sale price
Pros
- Massive audience
- Supported domestic and international shipping (check eBay Global Shipping program here)
- Clear seller protection
- Ease of navigation store setup
- Advanced selling and marketing tool
Cons
- High seller fees (referral fees10%)
- Rough competition
If you choose eBay as your website to sell jewelry, study its jewelry policy well. The policy contains five rules applying to:
- Metals
- Gemstones
- Fine Jewelry
- Fashion Jewelry
- Other jewelry-selling practices
PRO TIPS: 61% of eBay sellers have at least one additional channel. If you don’t want to get surpassed, taking on an eBay listing tool with more selling platforms might just be the answer!
#6. Amazon Handmade
As an e-retailer, you must have been familiar with Amazon Handmade, an Amazon microsite. The marketplace encourages artisans to sell their handicraft items, which include jewelry.
On Amazon Handmade, all items must be genuinely handmade by the seller or a team member. Products must not be mass-produced or manufactured using automated processes
Because of its excellent reputation and a strong sense of brand-building, many people have considered Amazon Handmade the best site to sell jewelry.
Target audience: Individuals interested in handmade, highlighting craftsmanship and artisanal, eco-friendly, and customized products.
Fee structure
- Referral Fee: 15% of the total sale price (including shipping) for each item sold
- No monthly subscription fee, listing fee or other hidden fees.
Pros
- Massive customer base
- Access to FBA (Fulfillment by Amazon)
- Clear seller and buyer protection
- Easy-to-use feature
- Increased brand awareness compared to its competitors
Cons
- High seller fees (about 15% per order value)
- Not so user-friendly interface
- Need handmade Amazon verification and approval
Although Amazon Handmade is among the best places to sell jewelry and welcomes all artisans to run wild with their creativity, restrictions are also emphasized. Regarding the jewelry section, Amazon Handmade does not compromise on precious gems. Therefore, reconsidering other places is advisable if you sell those items.
#7. Ruby Lane
Ruby Lane is an online marketplace specializing in vintage and antique items, including jewelry, art, and collectibles. It caters to a specific niche of sellers and buyers interested in high-quality, curated pieces. Normally, Ruby Lane sells items at set prices rather than in an auction format.
In addition, many buyers are looking for unique pieces with a history or that are one-of-a-kind. In May 2024, Ruby Lane received 1.3M visits, with 83.02% in the USA.
Target audience: collectors and shoppers who pay a premium for unique items: vintage jewelry, such as rings, necklaces, bracelets, and earrings, is a popular item
Fees structure
- Maintenance fee: $45 per month, includes Unlimited items
- Tiered Service:
- 9.9% of the total sale amount up to $2,500, calculated per item.
- 5.0% on the portion of the sale over $2,500 up to $7,500.
- 2.5% on the portion of the sale exceeding $7,500.
Pros
- No listing fees
- Wide selection of antique collectibles
- Require additional marketing efforts
Cons
- Small customer base
#8. Facebook Marketplace
Knowing where to sell jewelry online can be a great way to earn extra money. Facebook Marketplace is one of the top sites for facilitating these sell-backs.
Launched in October 2016, Facebook Marketplace is worth giving a try, provided that you head for local transactions and physical items. It is a platform that allows users of this social network to publish their products or services for sale. According to Statista, the largest age group on Facebook is 25-34 years old, accounting for 18.4 percent of global users in 2024.
For jewelry sellers, Facebook offers a powerful suite of tools to help them connect and convert directly with potential buyers. From showcasing your product with Facebook Watch to fostering a loyal community through Groups and selling directly on Facebook Shops, you can leverage Facebook Lives, targeted Facebook Ads, and more to turn likes into lifelong fans (and customers).
Don’t know how to start an online boutique on Facebook, read our Selling Boutique on Facebook Guide for more information.
Target audience: Local individuals interested in a wide range of products, such as pre-owned, handmade, trendy, classic, or high-quality jewelry.
Fee structure
- NO subscription, store setup, and insertion fees;
- Flat rate selling fees: 10% per shipment or $0.8 for orders under $8
Pros
- Free Listing
- No website needed
- Quick transaction
- Large customer database
- Connect directly with customers through WhatsApp, Instagram, and Messenger.
Cons
- Purchases aren’t protected
- No direct customer support from Facebook
#9. Instagram
Instagram is a powerful visual platform perfectly suited for showcasing and selling jewelry directly to a targeted audience. According to Statista, in 2024, it had 2 billion monthly active users, 32% of whom were between the ages of 18 and 24, and 30.6% who were between 25 and 34.
Also, when selling jewelry on Instagram, sellers run ad campaigns on Instagram, Facebook, Messenger, and Audience Network and contact the customer directly through chatting on the platform. In addition, Instagram Shop, Story, and Reel allow customers to discover, learn about, and purchase jewelry directly within the app.
Moreover, 44% of people use Instagram to shop weekly, which means potential customers can get a bigger exposure to the seller’s brand and get more sales.
Threads – New social media app from Instagram
Threads is a new app built by the Instagram team to share ideas and connect conversations. Launched on July 5, 2023, it has over 150 million users, with over a third of all users being Gen Z users between 15 and 25 years old.
Threads users not only can see Threads posts directly on Instagram or Facebook but also can use their names, information, and their Instagram followers’ list. It means if you already have 10,000 followers on Instagram and they use Threads, you have 10k followers on Threads.
So, if your target audience is Gen Z, Thread is a new channel to get insight, tell your brand story, and drive more sales.
Target audience: Young customers fascinated by trendy, handmade, and affordable jewelry
Fees structure
- Selling fee: 5%
- Flat fee: $0.40 flat fee per shipment
Pros
- Thrive for a visual platform to showcase jewelry
- Boasts a massive user base
- Include Shop base features
- Strong brand building
- Connect easily with customers
Cons
- No built-in payment processing
- Lack of some eCommerce capabilities such as shop analytics, feedback, etc.
On Instagram, trendy, handmade, and affordable jewelry will be a fantastic option to reach a larger audience and tap into emerging trends at a lower cost. Some popular jewelry being sold on Instagram include coin necklaces, geometric earrings, signet rings, etc.
#10. Bonanza
Bonanza is quite a young online marketplace compared to giants such as Amazon or eBay. But it has an impressive growth rate and monthly visits (roughly 3 million). If there is anything that sets Bonanza apart, it is the spirit of “Everything but the ordinary.” This motto also makes Bonanza one of the best places to sell jewelry.
On Bonanza, sellers can offer their customers a wide range of items, from fine jewelry to fashion, hand-crafted, vintage, diamond, and faux-diamond pieces. Bonanza’s jewelry policy is also not strict, making jewelry a lucrative and diverse category. Like the previous places to sell jewelry, it’s time to check Bonanza’s pros and cons for retailers.
Target audience: customers from 35 to 64 finding vintage finds, collectibles, and hard-to-find specialty items.
Fees structure
- Gold membership: $25/ month;
- Platinum membership: $55/ month;
- Titan membership: $167/ month.
(For those who don’t register for a membership, you are charged $0.25 per transaction)
- Final value fee: $1.5 – $3.5 based on products sold.
Pros
- A potential marketplace for one-of-a-kind jewelry items
- Vast jewelry price ranges (up to $250 per piece)
- Easy listing imports from Etsy, eBay, Amazon, and Shopify
- Solid seller and buyer protection
- Low seller fees compared to other
Cons
- Limited layout store design and product listing
- Not-so-great visibility like eBay or Amazon
- Even though Bonanza does not offer a vast audience like eBay, Etsy, or Amazon,
E-retailers have every chance to boost their sales revenue by embracing their social media, taking advantage of discounts, building customer trust, and offering the best deals.
Boost Your Jewelry Sales with LitCommerce
Why sell your jewelry on just one marketplace? Expand your sales through multiple channels with LitCommerce integration tools.
#11. Other places to sell jewelry
If you have yet to find a place to sell jewelry online, there are two more options you might want to consider.
- Create your online store
Creating your jewelry store can be a great experience and give you complete control. Besides, building your online store is simple with the help of countless apps and eCommerce platforms, such as Shopify, Wix, WooCommerce, or Squarespace.
- Places to sell jewelry locally
Many people assume selling jewelry locally is the best option. This is particularly true for used jewelry. It is not time-consuming, and the payment is made instantly. Depending on your situation and type of jewelry, selling pieces to local stores may be the best deal.
Tips for Boost Your Jewelry Business Sales
Finding the best platform to sell jewelry online is doubtlessly a contributor to enhanced sales volume, but you need more than that. So why not check out these valuable tips to increase your purchase rate?
1. Be very detailed about your jewelry
When selling jewelry online, customers cannot touch and feel it in person before purchasing it. Hence, detailed descriptions help them visualize the piece and make an informed decision.
In addition, be aware of every detail, such as material, cut setting, condition, weight, rating, manufacturer, diamond carat, and so on, to help your seller attract the right customer and reduce returns. Also, the more detailed you are about the jewelry, the more precise your pricing evaluation is.
Jewelry information example:
- Product Name: 14K Gold Diamond Solitaire Necklace
- Material: 14K gold (58.3% gold, 41.7% other metals)
- Cut: Round brilliant cut diamond with a cut grade of VS2
- Setting: Prong setting with a secure clasp
- Condition: Excellent condition, no damage or wear
- Weight: 1.5 carats (0.5 oz)
- Rating: GIA certified, 4Cs: carat 1.5, color G, clarity VS2
- Manufacturer: Tiffany & Co.
- Diamond Carat: 1.5 carats, round brilliant cut, VS2 clarity, G color
2. Protect your jewelry
Jewelry, especially pieces with precious metals or gemstones, can be very expensive. Therefore, jewelry should always be in its best condition to gain a high market price (notably when selling at auction or to buyers like Cash For Gold). This also applies to used jewelry if that’s your business field. Your customers don’t wish to receive a poorly preserved piece for their money.
3. Get an appraisal
An appraisal is a document that describes an item, assesses its relative quality, and assigns a value. Getting an appraisal lets you know how valuable your jewelry is. This is highly recommended for those who are selling jewelry to vendors. Even if you have chosen a legit vendor with a proper appraisal, it is advisable to get an independent appraisal for accurate comparison. It may get you a better deal than offered.
Best Places to Sell Jewelry in 2024: FAQs
8 best places to sell jewelry: Yes. Selling jewelry is extremely profitable, especially for fine jewelry. Not to mention, the excessive demand for jewelry is going to grow annually. If you tend to start a jewelry business and wish to gain high-profit levels, ensure you choose the right sales channel, provide high-quality products, and conduct proper marketing. Yes, it’s a good idea to sell jewelry online because of the vast reach, lower costs, and flexibility of e-commerce making it an attractive option. However, competition is fierce on these selling platforms so a high investment in product photography and a solid marketing plan can help you stand out in the online jewelry market. The average gross profit for one jewelry piece varies between 42 and 47%. It depends on your pricing and sales volume, but overall, the profit from jewelry is pretty much a gold mine for retailers. The most profitable type of jewelry is wedding rings. These items are high-margin profit products, and they are constantly in great demand.
Where to Sell Jewelry Online? – Verdict
You must have the right strategy-execution mix to achieve your success story as a jewelry entrepreneur. Becoming successful takes effort and time, regardless of your products.
Selling jewelry online is likely to be one exciting retailing experience. There can be thousands of answers to your questions: “Where to sell jewelry online?” or “Where to sell my jewelry online? However, by knowing your products, audience, and business type well and referring to our article, choosing the right sales channel will not be so triggering.
We are building a Retail Blog to update eCommerce news and business growth hacks. Our work is devoted to supporting all retailers globally. If you are a soon-to-be e-seller, don’t hesitate to share your stories or concerns.
We are looking forward to your sharing and participation!
We are currently building a Retail Blog to update more eCommerce news and business growth hacks. Our work is devoted to supporting all retailers globally, and if you are a soon-to-be e-seller, don’t hesitate to share with us your stories or concerns through messages or simply click to join our Facebook community. We are looking forward to your sharing and participation!
