E-commerce · Jewellery
Buyers compare our solitaire with three other sellers, line by line on the certificate.
A diamond buyer arrives with their homework done. They have read about cut, colour, clarity and carat, have two other sellers open in tabs, and will compare your stone to theirs on the certificate. If your listing calls it a VVS diamond ring and gives no certificate number, they close the tab.
A 90-minute audit call and a written, scored report. Turnaround, reporting and term are agreed in writing after the audit.
In one paragraph
Diamond jewellery online means solitaires, engagement rings, studs, pendants and tennis bracelets, natural or lab-grown, sold to buyers who compare the grading certificate, the setting and the price against other sellers before they pay. GullySales works on how your diamond listings show each stone's details and certificate, how lab-grown and natural pieces are described, and how a serious buyer gets to a video call with your team.
Lab-grown stones have made this harder. The buyer now asks which kind every piece is and why the price differs, and a vague answer costs you the order and your name.
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.
Who it is for
This is written for you if you sell diamond jewellery online.
- Online diamond brands selling solitaires and engagement rings
- Jewellers selling lab-grown pieces beside natural stones, or instead of them
- Showrooms whose diamond buyers research online before booking a visit
- Sellers of diamond studs, pendants and small-stone bands for everyday wear
Not for
It is not the right fit if.
- Sellers who cannot share a certificate or a clear stone description for each piece
- Anyone who wants lab-grown stones described in a way that blurs them with natural ones
How buyers choose
What decides the sale of diamond jewellery.
The four Cs and the certificate
Cut, colour, clarity and carat, read off a grading certificate the buyer can look up by its number. For small pave stones they want total diamond weight and the grade range instead.
Natural or lab-grown
They ask which it is, then compare prices only within that kind. A listing that leaves it unclear loses both kinds of buyer.
Video in daylight
Studio photographs flatter every diamond. A large order waits until the buyer has seen the piece turning in natural light.
Where sales are lost
What usually goes wrong when you sell diamond jewellery online.
In the words sellers use on the first call.
“We lose buyers to a cheaper stone that is not the same”
Another seller shows a similar carat at a lower price with a weaker grade or no certificate, and your listing never sets the two side by side.
“People ask if our diamonds are lab-grown and the chat goes cold”
When the answer is missing from the page, the question itself is a sign of doubt. A clear label on every listing settles it before anyone asks.
“Engagement ring buyers do not know the size”
The ring is a surprise and the size is a guess. A resize after delivery means a second insured shipment and a nervous customer.
The scope
The work we would propose for diamond 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.
- Stone detail on every listingCarat, cut, colour, clarity, certificate number and setting metal written as text that buyers and search engines can both read, with the certificate linked.
- Pages that answer the researchPlain pages on what the grades mean, natural against lab-grown, and choosing a solitaire size, each linked to pieces you stock.
- A route to the video callA booking link from every solitaire page to a WhatsApp video call, with the stone ready on the day and the buyer followed up after.
Natural and lab-grown kept apart
Separate collections, labels and copy for each kind. How each is described is checked with your adviser before it goes live, since disclosure rules apply and change.
What we do
What you get for diamond jewellery.
Each deliverable and what it is there to change.
A stone specification block
Carat, cut, colour, clarity, certificate number, grading lab, setting metal and total diamond weight, always in the same place on the listing.
A natural and lab-grown labelling guide
How each kind is named in titles, images and ads, agreed with your adviser, so no listing is ambiguous.
A daylight video standard
How to film each piece turning in natural light, so the buyer sees the stone's fire and colour as they are.
A guide for surprise proposals
Ways to find a partner's ring size without asking, and your resize terms in plain words, linked from every engagement ring.
How the result is measured
- Purchases
- Conversion rate
- Average order value
- Customer acquisition cost
- Return rate
- Video consultations booked
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 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 diamond listings with their certificates
- How you label natural and lab-grown stones today
- Chats where a buyer compared your piece with another seller's
- Resize and return requests on rings
- Any video you already shoot of your pieces
Selling in India and abroad
Selling diamond 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.
Buyers who compare worldwide
A buyer in the US or the UK compares your certificate with sellers in their own country, so the grading report counts for more than the design story. Ring sizes and metal names follow their market.
Duty and disclosure overseas
Import duty, insurance and how lab-grown stones must be described differ by country. These are checked with your adviser before any listing targets buyers abroad, starting from the overseas orders already in your data.
FAQ
Questions about selling diamond jewellery online.
Not here? More answers, or ask on WhatsApp.
Can I sell lab-grown and natural diamonds on the same website?
Do buyers actually check the certificate number?
How do I sell a solitaire online when buyers want to see it first?
How much does it cost?
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?
More in Jewellery
Sellers of diamond 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 diamond 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.