E-commerce · Eyewear, jewellery and watches
People save our designs online and then buy from a jeweller they already trust.
Selling jewellery online asks a stranger to send money for something they cannot hold, weigh or test. So the buyer checks whatever you put in front of them: the purity mark in the photograph, the weight, how the making charge is worked out, what happens if the ring does not fit. A gap anywhere sends them to a showroom they have visited, or to a marketplace listing with more reviews.
A 90-minute audit call and a written, scored report. Turnaround, reporting and term are agreed in writing after the audit.
In one paragraph
Jewellery e-commerce is the sale of gold, silver, diamond, gemstone, fashion, bridal and personalised jewellery through your own store, marketplaces and Instagram, to buyers who check purity, the price breakup and the return terms before they pay. GullySales works on how those buyers find you, what your product pages prove to them, and how quickly their WhatsApp questions about price and certificates get a straight answer.
The segment is wide. A silver anklet bought on impulse and a bridal set chosen over two months by a whole family have little in common, except that both buyers want proof before they pay.
Last updated 7 Oct 2026. Product, labelling and advertising rules for jewellery differ by product and change. We describe them in general terms, so check the current position with your own adviser or the regulator before you publish a claim.
7 types of product
Each kind of jewellery sells differently, so each has its own page.
Open the one that matches what you sell. It covers who buys it, where the sale is lost and what we would do.
- Gold JewelleryBuyers like the chain but want to know what they are paying for each gram.
- Silver JewelleryCustomers ask whether it is real silver or plated before almost every order.
- Diamond JewelleryBuyers compare our solitaire with three other sellers, line by line on the certificate.
- Gemstone JewelleryOur emerald looks greener on screen than it does in the buyer's hand.
- Fashion JewelleryOur earrings sell well on reels and then come back as returns.
- Bridal JewelleryThe bride decides online, but her mother and aunts still have to agree.
- Personalised JewelleryEvery order turns into a WhatsApp chat about fonts and spelling.
Who it is for
This is written for you if you sell jewellery online.
- Jewellers with a showroom who now take orders on their own website or Instagram
- Online-only gold and diamond brands selling lightweight and everyday pieces
- Silver and fashion jewellery sellers on Amazon, Flipkart, Myntra or Meesho
- Family jewellers whose NRI customers order from abroad for weddings and festivals
Not for
It is not the right fit if.
- A store that wants volume from discount campaigns but will not publish purity, weight or a return policy
- Anyone hoping marketing will cover a quality or certification problem in the product itself
How buyers choose
What decides who wins in jewellery.
Purity and the mark on the piece
Buyers zoom into the photograph looking for the hallmark or the 925 stamp, and ask on WhatsApp when they cannot see it. For diamonds and coloured stones, a certificate is expected.
The price breakup
For gold and diamond pieces the buyer wants metal weight, rate, making charge, stone value and GST shown separately. One total with no breakup reads as if something is hidden.
Return, exchange and buy-back terms
Before a large order the buyer reads what you will take back, at what value, and whether old jewellery can be exchanged.
The occasion and the date
Akshaya Tritiya, Dhanteras, Karva Chauth, Raksha Bandhan and the wedding season each bring a different buyer, a different budget and a date the piece must arrive by.
Where sales are lost
What usually goes wrong when you sell jewellery online.
In the words sellers use on the first call.
“People ask the price on WhatsApp and disappear”
They have seen the piece and want the breakup. A reply that comes hours later finds they have bought from someone else.
“Our pieces look different in the photos”
Gold shot under warm lights looks yellower than it does in hand, and stones look bigger. The returns that follow cost you insured shipping both ways.
“Festival sales come and then nothing”
The Dhanteras buyer never hears from you again, though that buyer is the likeliest person to buy at the next festival.
The scope
The work we would propose for jewellery.
Measured on purchases, conversion rate, cost to win a customer, average order value and repeat purchases. Anything here that needs a platform or tool we have not used with you is confirmed in the audit before it goes in the scope.
- Product pages that prove the pieceListings rewritten so each one shows the purity mark, weight, price breakup, size help and return terms above the add-to-cart button.
- Search by design and occasionCollection pages built around what people type: temple jewellery, lightweight gold chains for office wear, solitaire rings, silver anklets for gifting.
- The WhatsApp replyReady answers on price and certificates, a breakup template, and a way to pass a serious buyer to the person who can close the order.
- Festival and wedding-season campaignsGoogle Shopping and Meta campaigns planned around each occasion, with spend held back where the margin does not carry it.
- Past buyers before the next occasionEarlier buyers contacted ahead of the next festival with pieces close to what they bought, and exchange offers where you run them.
What we do
What you get for jewellery.
Each deliverable and what it is there to change.
A price breakup template for each metal
One standard way to show weight, rate, making charge, stones and tax on a listing, so the same question stops arriving on WhatsApp.
A trust block for the product page
Hallmark close-ups, a sample certificate, return and exchange terms and packaging photographs, placed together under the price.
A festival and wedding calendar
Which collections, budgets and messages go out before each occasion, and when stock and photographs have to be ready.
Photography notes for your studio
Lighting, scale and angle rules so the gold colour and stone size in the picture match the piece the buyer opens.
How the result is measured
- Purchases
- Conversion rate
- Customer acquisition cost
- Repeat purchase rate
- Return rate
- Purity and certificate queries before purchase
Recorded as a baseline before work starts, so every later report has an honest comparison.
How it works
From your first message to the first report.
No open-ended retainer. Every step gives you something in writing.
First
Free audit call
90 minutes with whoever handles your enquiries: how they arrive, how fast they are answered, where they are lost.
After the call
Written, scored report
Six areas scored, fixes ranked by return and cost. If you want our help, the scope, the fee and the reporting come with it, in writing.
Before work starts
Baseline recorded
Enquiries by source, reply time, conversion and cost per order, written down so every later report has an honest comparison.
After the baseline
The first fix goes live
Usually the cheapest one on the report: reply time, a follow-up sequence or the marketing-to-sales handover.
As agreed
Report against the baseline
What moved, what did not, and what changes next, in plain words. How often you get it is set in writing before work starts.
At renewal
Renew on the numbers
The term ends and you decide whether to continue from the results. The length is agreed in writing before anything starts.
What the work involves for jewellery
- 1
Follow one piece to payment
In the free audit we trace a best-selling piece from search to checkout, reading the WhatsApp questions buyers sent about it, and note where they drop off.
- 2
Put the proof on the page
Price breakup, purity marks, certificates and size help go onto the pages that already get visitors, before any new spend.
- 3
Set up the reply and plan the occasions
WhatsApp answers for price and certificate questions, then festival and wedding-season campaigns, with a baseline of purchases and returns recorded first.
- 4
Measure against the baseline
Results are reported against that baseline, at intervals agreed in writing after the audit, and the next occasion is planned from what sold.
What we need from you
What to have ready before the audit call.
None of it has to be tidy. We read what you have.
- Your website and marketplace store links, and your Instagram handle
- Your best-selling pieces and the questions buyers ask about them
- Return and exchange reasons from the last festival season
- A few WhatsApp chats where the buyer asked the price and did not order
- Recent ad spend by platform and what it sold
Selling in India and abroad
Selling jewellery beyond your own market.
Where you sell decides sizes, units, seasons and returns. We work from Bengaluru and have no overseas office, so for a new country we start from your own sales and the platforms you already use.
NRI families ordering for India
A family in Dubai or New Jersey ordering a wedding set for delivery in Kochi is still buying in India. They want the same proof, and a video call that fits their time zone.
Shipping the piece overseas
Ring sizes follow US or UK charts, duty depends on the buyer's country, and purity marking rules differ abroad, so overseas claims are checked with your adviser. Start from your own data: which countries already order, and which pieces.
FAQ
Questions about selling jewellery online.
Not here? More answers, or ask on WhatsApp.
Should I show the making charge on my website?
Is it better to sell jewellery on Amazon or on my own website?
Can you write about hallmarking on our product pages?
How long is the contract?
How soon will we see results?
Who will actually do the work?
What do you need from us?
What if we are not happy with the work?
Sellers of jewellery also need
Also selling from a shop, a workshop or a warehouse? See the page for jewellery retailers.
This page is part of the e-commerce section. The D2C brands page covers the arithmetic of acquisition cost and the second order for any brand.
Why us
Why owners pick GullySales over an agency.
Marketing and sales, as one job
Most agencies stop at the enquiry. We also fix what happens after it: the reply, the follow-up, the quote and the CRM.
The person on the first call does the work
No account managers in between. You are never handed to someone you have not met.
A baseline before anything starts
Your numbers are written down on day one, so every later report compares against something honest.
The fee in writing, split three ways
Our time, your media spend and production on separate lines. You always see what goes to us.
No guarantees we cannot keep
The term is agreed in writing and never a default twelve months. We never promise a ranking or a lead count, because nobody controls those.
One office, and we say so
Nagarbhavi, Bengaluru. We work across India by call and WhatsApp and travel when a session needs to be in person.
#257, 3rd floor, Sri Nanjundeshwara Complex, Nagarbhavi 8th Block, Outer Ring Road. How we work.
Engagement options
Ways to work with us.
Pick the size of commitment that fits. Every option starts with the free audit.
Option 1
The audit on its own
A 90-minute call and a written, scored report. It says honestly whether you need outside help, and many fixes are ones your own team can make.
Option 2
One fix, scoped
Start with the fix the audit ranks first, such as reply time or follow-up. The fee is in writing before anything starts.
Option 3
An ongoing programme
We run the work, report against the baseline, and you renew on the numbers. The term and the reporting are agreed in writing first.
Option 4
Guidance for your own team or agency
We plan, brief and check the work of your in-house team or current agency, instead of replacing them.
The offer
Start with a free audit of how your jewellery sell.
It is useful on its own, whether or not you hire us.
What you receive
- A 90-minute call with the person who will do the work
- A written, scored report on the six places orders leak
- Every fix ranked by what it returns and what it costs
- The one thing to do first, and why
- An honest line on whether you need outside help at all
- If you do, the scope and the fee in writing
No invoice. No obligation. No sales script.
Your next practical step
Get a free audit of how you sell, and a scored report of where the work is.
90 minutes. A written, scored report. No invoice and no obligation.