Guides
Where to sell jewelry online: the best channels for makers
If you make jewelry or buy it to resell, sell it first through your own online store plus one marketplace such as Etsy, and add social shops once you know what sells. Pick one channel, learn it, then add the second. Spreading across six on day one just gives you six places to answer messages.
This is for people who sell jewelry as a business. If you want to cash in old gold or an inherited ring, you want a jewelry buyer or an appraisal, not this guide.
By Talha LoneUpdated
Where to sell jewelry online
| Channel | Best for | The catch |
|---|---|---|
| Your own store (Shopify, Squarespace) | A brand you control, repeat buyers | You bring the traffic |
| Etsy | Handmade and personalized pieces | Crowded. Many near-identical listings |
| Instagram and TikTok shops | Trend-led, visual pieces | Needs regular content |
| eBay | Pre-owned and vintage | Shoppers compare on price |
| Amazon Handmade | Handmade at volume | Approval needed. Little brand space |
| Ruby Lane | Antique and estate pieces | Narrow audience |
| Worthy | High-value fine jewelry | Auction model, not for everyday pieces |
| Markets and pop-ups | Testing a range in person | Your time, not your site |
Roundups such as Tailwind's guide and LitCommerce's comparison list the same names and rank them differently, which tells you the right channel depends on what you sell. Check each platform's current fees and rules before you commit.
Own store or marketplace?
A marketplace brings shoppers but owns the relationship. Your own store is the reverse. Most small makers start on a marketplace to get first sales, then move repeat buyers to their own site.
- Start on a marketplace if you need first customers fast.
- Start on your own store if you already have a following to send there.
- Add a second channel only when the first is steady.
How you set up the business is covered in how to start a jewelry business.
Rules to check before the first sale
Selling online doesn't skip the paperwork. The SBA's guide to licenses and permits says most small businesses need both federal and state licenses or permits, and that sales tax varies by state, county and city.
Shipping time is a rule too. Under the FTC's Mail, Internet or Telephone Order Merchandise Rule, if you state a shipping time you need a reasonable basis for it, and if you state none you must expect to ship within 30 days of receiving a properly completed order.
Package it for every channel
Whatever the channel, the box is what the buyer holds first. Small items get crushed, scratched and lost, so use a box sized to the piece with an insert that holds it, then ship that inside a mailer.
- Gift-ready pieces. Custom jewelry boxes sized to the piece.
- Higher-priced pieces. Rigid boxes that people reuse.
- Shipping. A mailer so the jewelry box arrives intact.
When not to sell online yet, or to order custom boxes
- You don't have a repeatable range. Five to ten pieces you can make the same way each time beats fifty one-offs.
- You're selling fewer than 50 pieces. Use stock boxes with a printed sticker. Custom starts at 50 units per design.
- You need boxes in days. Production takes 10–12 days from proof approval, plus shipping.
When the range is fixed, send the size of your biggest piece or a photo of it on a ruler. We draw the box for free.
Frequently asked questions
What is the best place to sell jewelry online?
For handmade pieces, your own store plus Etsy is the usual start. For vintage, eBay or Ruby Lane. For fine jewelry, an auction site such as Worthy. The right place depends on what you sell.
Is Etsy good for selling jewelry?
It suits handmade and personalized pieces, but it's crowded with similar listings, so photos and listing details decide who gets seen. Check Etsy's current fees before pricing.
Do I need a business license to sell jewelry online?
Usually yes, at some level. The SBA says most small businesses need federal and state licenses or permits, and local rules vary. Check your Secretary of State and local government.
How long can I take to ship an online order?
Under the FTC rule, state a time you can meet. If you state none, you must expect to ship within 30 days of a properly completed order.
What packaging do I need to sell jewelry online?
A box sized to the piece with an insert, plus a mailer for shipping. See custom jewelry boxes.