Fashion Digital Marketing

Anatomy of a Profitable Ecommerce Jewelry Website Design and How to Increase Your Sales

Do you own an ecommerce jewelry website? If yes, this article is for you. We will show you what it takes to make customers buy jewelry online. We will tell you the 7 key principles of web design and marketing which specifically apply to an online jewelry business. It doesn’t matter whether you’re selling fine jewelry or costume jewelry. Maybe you’re not even selling jewelry but renting it, you can either use these principles to increase your sales, or you can ignore them to continue losing customers. We will leave it up to you.

To illustrate these principles, we have also added mobile screenshots of one our personal favorites – Why mobile screenshots because as much as 80% of customers are using mobile for shopping.

Without wasting any time, let’s get started.


Principle # 1: Close-up product pictures move customers into the purchase

If you ask us, what would be our biggest advice for online jewelry business owners today? It would be this – SHOW CLOSE-UPs. We am not talking product close-up but product look close-up on the human body.

It hurts my eyes when I see a website showing jewelry from a far distance. Instead of focussing on the necklace, the picture focuses on everything but the necklace, such as the model’s face, her expressions, her make-up, her hairstyle, her clothes, etc. Retailers don’t realize that these are all distractions which that push a customer away from the purchase.

Using such pictures as banners and featured product image will result in fewer clicks & lower conversion rate.

What’s a good jewelry picture?
A good jewelry product picture that sells is the one that shows 3 things only: body part, skin and the jewelry piece. For example, a good bracelet image would show the model’s wrist, her skin, and the bracelet. Nothing more, nothing less. Yes, you need to show the overall look, how the bracelet would go with the dress, and the handbag, and the shoes, but this picture alone won’t move the customer towards the purchase. It supports the buying decision but what moves customers towards the purchase is the close-up picture.

And usually, it’s not the mistake of the photographer, but the mistake of the person who crops the images provided by the photographer before uploading to the website. So make sure, you give strict specifications to the person editing/cropping your product images.

Now that you know that product close-up pictures push customers towards the purchase, and you must avoid distracting your customers, we would like to quickly talk about how to use these close-up shots on your website.


Home-page sliding banners


Home Category page banners


Collection pageShowing product
close-ups candramatically reduce
your website’s bounce rate and
increase clicks to your product page


Of course, product page. Make sure
your zoom actually zooms the image


Product Video close-up


Principle #2: Design first

We were recently talking to a major jewelry retailer about the success of his store, both online and offline. We asked him about what he thought makes customers buy jewelry online, and his answer was one word: “designs”. Sounds obvious, but we think there was a deeper meaning behind his one-word reply. It’s because we see plenty of fancy looking jewelry websites with generic looking product designs. These retailers stock their shelves and warehouse with mediocre jewelry designs which one can easily found in his local Walmart store. So, make sure carry tightly curated designs, or even better if your designs are exclusive to your store. 


Principle #3: Don’t forget jewelry product descriptions

Product pictures are important but you need a human voice to help the imagination of your customers as they try to make up their mind about buying your jewelry. Again, it surprises me to see how so many retailers expect customers to buy just by looking at pictures without reading descriptions. There are online jewelry sellers who even decide to invest in paid ads before investing in hiring a good copywriter to write the product descriptions.

Tips for writing product descriptions for jewelry

  • Explain the look
  • Give styling tips – 
  • What does it go with
  • Mention the metal type and purity scale
  • Is it handcrafted?

Also have a separate section mentioning specifications, such as thickness, diameter, chain length, pendant size, metal, etc

Principle #4: Make sure you have lower price-tag item

A high price tag can be a real barrier, especially for a start-up fine jewelry retailers who sell precious metal jewelry in gold, silver, platinum and precious stones. It’s a big risk for a customer to buy a $2000 gold necklace from a designer boutique they have just discovered who will ship it from someplace in Netherland.

The best solution is to let customers experience your products by allowing them to shop for a cheaper necklace of $150 before they order the $2000 necklace.  By doing this, you’re lowering their risk when they place their first order. Many jewelry retailers create a separate ‘less than $150’ category to help their customers place their first order.


Principle #5: Help customers buy for gifting

A big fraction of visitors on your website are there to actually buy jewelry as a gift for someone else. If you can help these visitors by making it easier for them to find gifting jewelry, you can increase your sales.


Add a gift category showing your
popular gifting options

Principle #6: Help your customers pick the right size

The biggest confusion in a customer’s mind when they buy a ring, bracelet or a bangle online is whether or not it will fit them. So, as a jewelry retailer, it’s your responsibility to help your customers pick the right size. Otherwise, you will lose money in two ways:

  • Customers will abandon the cart because they are not sure if it would fit them
  • Or they will order an incorrect size, and return the item later

While there are plenty of software to help your customers pick the right size, one of the common ways we have seen retailers use is to sell ‘sizer’, especially ring sizer.

Mejuri’s Ring-size guide video to help customers pick correct size


Retailers also sell free ring-sizer
to help customers pick the right size.

Principle #7: Plan your business

If you’re start-up, make sure you have solid jewelry business plan, covering your overall business & marketing strategy:

  • Your target audience: Who would buy your jewelry, ie. age group, gender, location, interest, etc.
  • Core category: Are you selling bohemian jewelry, birthstone jewelry, everyday jewellery, body jewelry? Remember, if your products are for a specific audience, your customers will find you, instead of you having to find them.
  • Competitors: Who are they currently buying from.
  • Differentiation: Why would they buy  from you and not from your competitors
  • Delivery experience: Plan your package delivery expereience in advance
  • Market size: It would also help you to know the market size of jewellery as far as your segment is concerned

Do you have any jewelry marketing ideas or tips of your own? Please share them in the comment section below. We would love to hear from you.

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