For many creative people, a hobby like jewelry making is a great way to relax after a long day. But what if your creations start getting attention from friends and strangers? At that point, you might ask yourself: Could my hobby become a business?
Learning to start a jewelry business requires understanding the industry. For one thing: It’s growing. The global jewelry market is expected to increase by $88 billion between 2024 and 2029, leaving plenty of room for newcomers to find an untapped niche or bring a fresh perspective to the craft.
If you’re looking for a creative way to make money, read on. This guide contains expert advice on how to start your jewelry business, based on the experiences of jewelry designers who built their brands from scratch.
Ready to start your business? Create your website today or learn more about Shopify’s tools for selling online and in person.
How to start a jewelry business in 9 steps
- Find your niche in the jewelry industry
- Research market trends
- Define your brand
- Produce or source your jewelry products
- Set up a jewelry business studio or workspace
- Take professional photos of your products
- Build your ecommerce store
- Market your ecommerce jewelry brand
- Scale your business
1. Find your niche in the jewelry industry
The jewelry industry is full of niches and subcategories—everything from cheap and cheerful plastic beads to fine-art precious metals and gems. One of the first questions to ask yourself is: What type of jewelry am I going to sell?
You can opt for fine jewelry, costume jewelry (also known as fashion jewelry), or something in between. Each category has its own materials, production process, price point, and customer profile.
Let’s look at qualities associated with the main types of jewelry.
Fine jewelry
Fine jewelry is at the top end of the market and can be identified by the following qualities:
- Made with precious metals and gems
- Higher price points
- Made with master craftsmanship
- Rarely mass produced
- For luxury, wedding, and special occasion customers
Fashion or costume jewelry
Costume jewelry is sold by chain boutiques and online stores. You can spot it by these properties:
- Designs based on current fashion trends
- Made of beads, wire, plated metal, plastic, and synthetic gems
- Lower price points
- Often mass produced
- For the everyday customer
Artist-designed jewelry
This category captures everything in between. Handmade jewelry requiring specialized skill and mid-range materials are found here. Bespoke jewelry will have the following qualities:
- Varied materials mixing inexpensive and precious (textile, metals, semi-precious gems, wood, 3D printing, etc.)
- Unique designs (collectible, made to order, one of a kind)
- Skilled craftsmanship
- Mid-range price points correlated to a designer’s popularity
- Occasion or statement pieces for collectors and gift-giving customers
Once you’ve narrowed down the broad category for your jewelry business, it’s time to carve out a niche for your products.
Start by defining your ideal customer profile (budget, values, preferences, location, shopping habits, etc.) and decide if your products are occasion-specific (weddings, parties) or intended for everyday wear. This will determine how you market them to your target audience.
Jewelry products and categories
Once you’ve narrowed down your market, consider whether you’ll offer an entire product line or focus on a single item. For example, you may want to niche down and specialize in engagement rings, or go broad with a collection of mix-and-match fashion pieces.
Consider the following product types for your jewelry line:
- Rings (sized or adjustable)
- Necklaces (chokers, pendants)
- Bracelets (bangles, cuffs)
- Earrings (drop, clip-on, studs)
- Engagement and wedding rings
- Watches
- Toe rings, body chains, and other body jewelry
- Piercings (nose, navel)
Also consider complementary products and categories. Jewelry brand Wolf & Moon sells its signature styles in both hair accessories and bags.
2. Research market trends
Before you start a business, it’s essential to know how to reach your audience. In other words, you’ll need to find a market fit for your products.
Following jewelry trends
Researching trends is one way to validate your chosen market. Read fashion and jewelry blogs and follow fashion influencers and popular TikTok creators in the space to stay on top of trends for the upcoming season.
Look to other jewelry designers for inspiration. And, don’t be afraid to dig into some data. With Google Trends, you can see global search volume for search queries.
Another approach is to analyze adjacent consumer trends, such as the appetite for customization like engraving. Or tap into the growing trend of sustainable shopping habits by using ethically sourced materials.
Of course, you don’t have to just follow jewelry trends—you could start your own. That’s what Biko founder and designer Corrine Anestopoulos did, launching a collection based on her personal style.
“Somehow I felt like, just by fluke, I found a market for something new without meaning to,” Corinne says. “But it was just my taste.”
When she launched, Corinne was working with a brassy finish. “Nobody else was doing that,” she says, noting that shiny silver was the trend at the time.
Though Biko’s collections evolve with trends in the jewelry industry, the common thread is a recognizable look defining the brand and securing repeat business.
Finding jewelry design inspiration everywhere
Success as a newbie in any facet of the fashion industry depends on strong aesthetic, unique design, and consistent branding. Before hiring a designer to develop branding or crafting individual pieces, business owners should run through a few exercises to define their overall signature style.
Depending on how you find inspiration, it might be helpful to set up Pinterest boards, design your own digital mood boards, use a jewelry design mobile app, or even assemble inspiration physically on a bulletin board or in a sketchbook.
Collect images, colors, and textures from nature, architecture, fashion, or travel, and then identify themes that emerge. “Never stop being inspired,” says Corinne. “I’m always drawing inspiration and collecting inspirational images, no matter where I am.”
I’m always drawing inspiration and collecting inspirational images, no matter where I am.Corinne Anestopoulos, founder, Biko
3. Define your brand
Successful jewelry businesses have one thing in common: a rock solid brand.
Remember, brand goes far beyond the logos and designs applied to websites or packaging. A business’s brand communicates its voice, mission, vision, and story. It tells potential customers how to feel about your products. Fashion purchases are often emotional, and emerging brands can win customers by connecting on a personal level, even through something as simple as a business name.
Telling your brand story and finding a voice
Your brand guidelines will inform everything you do as a brand. This essential document will capture everything from voice and tone to mission and values. It will be useful in keeping your communications consistent, even as you scale.
Best practices for jewelry brands:
- Understand your audience. How do they speak? What tone and slang resonates with them?
- Establish a brand voice and tone guide.
- Tell a story with your About page.
- Add personality to your social media posts by sharing the process and inspiration behind your designs.
Packaging, logo, and brand identity
Branding is also the tactical elements representing your brand visually: logo, packaging, business cards, and your website design.
Once you’ve established your products’ aesthetic, chosen a business name, and nailed your customer profile, it should be easy to identify a look to define your brand. This is an essential step, even for a small business, so don’t rush it.
Branding design tasks to complete as a new jewelry business owner:
- Decide on fonts, colors, and photography aesthetic.
- Develop the logo yourself using a free online logo maker or hire a pro.
- Create a library of brand assets, including multiple versions of your logo and other design elements for packaging, social media, and your website.
- Choose a recognizable domain name to help your customers find and remember your website.
Design product packaging and creative shipping materials to match your branding.
Writing a jewelry business plan
A formal business plan may not be necessary if you don’t plan to pitch your idea to investors or seek other forms of outside funding at the start. However, checking out a few business plan templates may be a good exercise to help you understand your target audience, goals, business model, costs, and growth plan. It’s also helpful as you learn how to run a jewelry business.
Your business plan can outline your brand’s mission and values, which will help you align with the right investors for your business.
4. Produce or source your jewelry products
How you’ll develop your products—by hand or in a factory, at home or outsourced—depends on their complexity, price point, materials, and required skill level. Generally speaking, there are five ways to produce or source jewelry:
- Handcrafted jewelry production: fine and one of a kind
- Handcrafted jewelry production: fashion and costume
- Jewelry production: factory outsourced
- Jewelry production: print on demand
- Jewelry curation: dropshipping and resale
Handcrafted jewelry production: fine and one of a kind
Handcrafting one-of-a-kind jewelry can be one of the most involved yet versatile of the production methods.
Depending on materials and design, some methods of bespoke jewelry production require specialized training/certification and expensive equipment. You may need to learn some of these methods, including:
- Soldering
- Silver/goldsmithing
- Casting
- 3D printing
- Laser cutting
- Leather tooling
- Weaving
- Gemstone setting
Consider starting with free online tutorials to learn how to make jewelry. You can then upgrade to paid classes or apprentice under an experienced craftsperson to expand your skill set.
2. Handcrafted jewelry production: fashion and costume
Handmade costume jewelry often involves the assembly of existing elements—chain, wire, beads, cast pendants—and doesn’t require special training or equipment beyond basic hand tools.
This type of business is easier to scale, as you can purchase elements in bulk and create templates for assembly by hired production staff.
If design and production are the elements bringing you joy—and not the actual task of making jewelry—outsource or hire for other roles to help you scale the creative work.
Biko founder Corrine reaches out to local universities with renowned fashion communication programs to find her interns.
“I don’t ever look for anyone who’s interested in design,” she says. “What I need is someone to help me free up my time so that I can be designing more.”
Jewelry production: factory outsourced
Rather than making the jewelry with your own hands, you can have your designs manufactured by someone else. While not appropriate for fine or one-of-a-kind jewelry, it’s a cost-effective option for fashion jewelry produced in larger quantities.
- Local manufacturing has the benefit of a “made local” appeal and creates opportunities to build relationships and have factory oversight. The downsides can include higher costs, limited choice, and production volume limitations.
- Overseas manufacturing can be a good solution if you want to keep costs low (for those doing high volumes) and have more choice in factories. Possible challenges include communication barriers, less oversight, and fulfillment issues caused by supply chain delays.
Accurate sketches or 3D renderings of your designs, along with technical specifications, may be necessary if you’re outsourcing to a manufacturer.
Jewelry production: print on demand
The most hands-off jewelry production method involves uploading your designs to a print-on-demand service. With print on demand, you create a mockup of your product, which is then 3D-printed or recreated in stainless steel, wood, plastic, gold, or silver and shipped directly to your customers.
The Shopify App Store is home to print-on-demand apps that can produce and ship custom products, from jewelry to t-shirts and mugs.
Jewelry curation: dropshipping and resale
If you’re not creative but still have a passion for jewelry, consider curating jewelry pieces from other designers to sell in your online store. You can carry inventory and ship it yourself, or opt for a jewelry dropshipping model.
With dropshipping, there’s no need to carry inventory, making it a popular way to start a business with minimal funds. Receive orders through your store then pass them to your dropshipping supplier for fulfillment and shipping.
5. Set up a jewelry business studio or workspace
If you elect to make your jewelry in-house, you’ll need a workshop space for you and your team. When setting up this space, consider the following:
- Maneuverability. Consider the flow of the space, especially if the assembly has multiple steps: Do you move from one station to the next in a logical sequence?
- Safety. Some chemicals or tools involved in jewelry making require proper ventilation and safety precautions. Check with local laws governing use of these substances and processes.
- Storage. Well-organized storage with multiple compartments is essential for small parts.
“A jeweler’s bench, a flex shaft, and your safety would be the most important considerations,” says Gillian Johnson, founder of Canadian jewelry brand Hawkly. “The flex shaft is a wonderful and versatile tool that you can use for drilling, finishing, and polishing your pieces.”
She also advises using a face mask and safety goggles—and for those with long hair to pull it back so it doesn’t get caught.
If your production team is larger or your requirements are complex—as with metal work or silversmithing workshops—consider using a commercial space. If it’s out of your budget at launch, look into co-op studio space or share the costs of space and equipment with other creatives. Gillian splits her studio with two other businesses.
Space sharing also helps combat entrepreneur loneliness, something Corrine is familiar with.
“After doing Biko full time for a while, I ended up working at a retail clothing store once a week just to not be lonely at home in my studio,” she says.
Jewelry equipment and tools
There are several online resources for jewelry-making materials and equipment, including wholesale sellers, equipment leasers, and suppliers of precious gemstones.
Gillian Johnson, founder Hawkly, relies heavily on word of mouth when it comes to her wholesale suppliers.
“Don’t be afraid to ask other designers where they find their supplies,” she says.
She also attends trade shows and industry events to continue to expand her network and discover new materials.
“My favorite place to source the newest stones and silver findings is the Tucson Gem and Jewelry Show,” Gillian says. “There are thousands of vendors from all over the world.”
6. Take professional photos of your products
A common pitfall for new businesses is underestimating the importance of presentation and marketing. Professional photos of your jewelry can make or break your online store. This is true across many industries but is especially important for brands in fashion and jewelry industries.
In many cases, with a very simple lighting setup, you can achieve great DIY photos of your products, even with your smartphone. Jewelry, however, can be a little more challenging, due to the tiny details and reflective surfaces.
Don’t skimp on photography.
Corinne Anestopoulos
“Don’t skimp on photography," Corrine says, even if you’re on a budget. A professional photographer is skilled at making models feel comfortable and setting up complicated lighting.
Other additions to your photoshoot team include stylists, makeup artists, and assistants.
Hiring models doesn’t have to break the bank.
“There are always people who are looking to build their book or willing to work for a product,” she says. “It’s not about taking advantage of people—you’re all new to the game. If you get a group together and join forces, you can create magic together.”
When shooting your photos, it’s also important to offer several different views and angles of your products within these two categories:
- Product photos. These are clear shots of the product on a clean background to minimize distraction and highlight the details and different angles of the piece.
Lifestyle photos. These are secondary shots, usually on a model to show scale on the body and suggest styling ideas to customers (often great for upselling—you can nudge customers to combine multiple pieces into one look). These shots can work on product pages or in a lookbook.
Looking for ways to save on photography costs? Partner with complementary apparel brands to reduce photography expenses or lend your jewelry pieces to fashion editors for photoshoots, in return for product photos and exposure.
7. Build your ecommerce store and start selling jewelry online
With your production, brand, and photography nailed down, you need a place to sell your jewelry. For most people, that means selling online.
You don’t need an expensive or complicated website to be successful. You can set up a Shopify store using a free theme, customized with your brand assets, fonts, and colors.
Choose a website template that complements jewelry, putting the photography first. Check out these Shopify themes for jewelry businesses.
Most online store builders make it easy to customize your chosen website template, even if you’re not a developer.
Essential pages and content
The following pages are essential for an online jewelry business website:
- Homepage: Large lifestyle photos on your shop’s homepage help hook visitors. Keep your homepage clutter-free and focused on new and trending products with a clear call to action (CTA.)
- Collection pages: Organize your products into collections by type, price point, material, or occasion.
- Product pages:Product detail pages include essential information like sizing, materials, care instructions, and price.
- Contact and About pages: Focus on customer service and telling your brand story.
Across all pages, website copy should reflect your brand voice and inspire emotion (What do you want the customer to feel?) while also being detailed and helpful. Product descriptions should pull in your brand story while also providing technical information.
8. Market your ecommerce jewelry brand
Fashion and jewelry are heavily saturated industries. How will customers find you ahead of competitors? A good marketing strategy will depend on your product, audience, and budget—and may require some trial and error. Customer acquisition will be an ongoing concern for your brand.
Here are a few ways to get started:
Social marketing
Making jewelry sales on social media doesn’t mean bombarding your followers with sales pitches. Use social content to showcase your products indirectly through on-brand content, whether that’s artistic videos, inspiring images, or entertaining posts. You’ll need to grow a following to see an increase in engagement and sales.
Corinne recommends filling the gaps between product-focused posts with inspirational content.
“After a while, you’ll realize that you’re inspired by a similar stream of things that tells its own story.”
Focus on each social network separately, testing content to see what sticks. Every platform has its own vibe—TikTok is known for authentic and quirky short videos, while Instagram is better for more polished photo and video content.
It’s possible to gain traction with organic posts, but also consider paid social media campaigns to drill down on your demographic and increase reach.
Collabs and influencer marketing
Corinne has also had success with Instagram influencers, exchanging products for a dedicated post. Before reaching out, she recommends curating your profile so influencers can clearly see if your brand aligns with their own.
“Creating a lifestyle around what you do is worth more than anything,” she says.
Influencer marketing offers a level of social proof you can’t get with straight advertising. Younger consumers increasingly trust social media creators for product recommendations. Shopify Collabs is a great place to connect with influencers looking to promote your product.
Another way to leverage organic marketing is to collaborate with other brands. This can be done through co-marketing a promotion, running an event with other brands, hosting a tandem giveaway, or even partnering with a compatible brand on a new product.
Public relations for jewelry brands
Jewelry marketing can have unique challenges. With an increase in competition in 2011, Corinne invested in a rebrand of Biko and then hired a public relations (PR) firm to get the word out.
“It’s expensive to work with PR but really, really valuable,” she says. “It led to the best press I had to date. I sold $5,000 of one particular bracelet after it was featured.”
Experiment with every marketing strategy, from ecommerce SEO to email marketing, and analyze results to see what works best for your brand.
Pop-up retail, wholesale, and artist markets
Corinne’s career began when she was invited to share a booth at a local clothing show. Back then, jewelry was just a hobby. She sold out on day one of a two-day show, validating her idea and helping to turn her passion into a business.
Markets offer the opportunity to get out and see customers in person and get feedback directly.
Corinne Anestopoulos
Attending a handmade market is not only a great way for emerging brands to gain exposure to built-in audiences and validate an idea—they’re also important for established online businesses.
“Markets offer the opportunity to get out and see customers in person and get feedback directly,” says Corinne.
An alternative to attending markets is to host events in your own studio.
“Sample sales are a good way to liquidate older merchandise and also invite people into your space and process,” Corinne says.
Or, if your own space isn’t conducive to visiting, host a pop-up in another retailer’s store.
Corinne also grew her business initially through consignment and wholesale agreements, which she gained by approaching local retailers in person. Cold calling can have a high rejection rate, but you just need one “yes” to get started.
While the jewelry market is competitive, don’t view this as a deterrent. Competition is a sign of a healthy market with high demand. The key is to work smarter: stand out by offering unique products and experiences. Avoid generic offerings that mimic everything else on the market.
9. Scale your business
For new businesses, start small by pitching your designs to local boutiques. As you scale, you can work your way up to larger partners. Wholesale still accounts for the bulk of Biko’s overall business, and Corinne has worked with large retailers like Nordstrom, Simons, and Hudson’s Bay.
Marketplaces and sales channels
An online or retail store is a natural home for your business. Depending on your brand strategy, you may choose to keep your jewelry exclusively available from your store.
But a store doesn’t have to be the only place you display and sell products. Today’s online environment includes many accessible sales channels, each with built-in audiences.
Marketplaces and selling sites are an obvious avenue for many brands. Amazon offers the opportunity to access millions of shoppers, while Etsy is a destination for those seeking handmade crafts.
Shopify store owners can easily list products on marketplaces using the Marketplace Connect app, managing everything directly from their store dashboard.
Social media storefronts are another potentially lucrative sales channel for jewelry businesses. With a TikTok Shop or Instagram storefront, you can serve customers without them needing to leave the app. This reduces friction, placing your checkout closer to the content attracting customers.
International
If your business shows signs of success locally, expanding internationally is another way to tap into new markets and increase your sales. Commerce platforms like Shopify can help you reach a global audience, accept payment in multiple currencies, and manage international shipping.
Start selling jewelry online now
In a market as saturated as jewelry, starting a business can be scary. But jewelry is also an industry you can enter gradually—many successful jewelry designers debuted their brand as a side gig or launched businesses from a kitchen table.
Small-scale production means you can get designing from your own home. All you need is a niche, a brand, and a basic business plan. And, there’s still room for emerging designers to make their mark.
“The best way to stand out is to be authentic, trust your design instincts, and listen to your customers,” says Gillian.
Feature illustration by Pete Ryan
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How to start a jewelry business FAQ
How do you start a jewelry business online?
To start a successful jewelry business online, follow these steps:
- Find your niche.
- Research the market and trends.
- Write a business plan.
- Define your brand.
- Produce or source jewelry products.
- Take professional photos of your products.
- Build your online store to sell jewelry.
- Market your jewelry company.
- Scale your business.
Do I need a business license to sell jewelry online?
It’s important that you consult local regulations governing small businesses of any description. In many cases, though, you do not require a business license to set up an online jewelry store to sell your products. In some regions, you may need a tax number, but this also may depend on how much income you’re generating. Consult an accountant and/or business lawyer while you establish your business. Remember to ask about business insurance and any other legal requirements.
What are the basic tools for jewelry making businesses?
The basic tools for a jewelry making business is dependent on the type of jewelry you plan to produce. You can start a jewelry company with almost no upfront cost or equipment if you take the print-on-demand approach. Fashion jewelry that involves mostly assembly of pre-made components may require simple hand tools like pliers. However, if you plan to create fine jewelry products, you may require expensive and highly specific equipment.
How much does it cost to start a jewelry business?
This cost of starting a jewelry business is relative to the complexity of the production model you choose. You can start your own business with a couple hundred dollars to cover basic supplies and make jewelry from your kitchen table. Or, you can invest tens of thousands in equipment and expensive raw materials and start a fine jewelry making business from a dedicated studio. A successful business relies on understanding how much money you will need upfront and an accurate picture of your cash flow.
