E-commerce · Jewellery
Buyers like the chain but want to know what they are paying for each gram.
Gold is the one kind of jewellery where the buyer can work out your margin. They know the rate, they can estimate the weight of a bangle, and they compare your making charge with the jeweller near their home. If your listing shows one final price that has changed since their last visit, they assume the worst.
A 90-minute audit call and a written, scored report. Turnaround, reporting and term are agreed in writing after the audit.
In one paragraph
Gold jewellery online means chains, bangles, rings, earrings and coins in 22, 18 or 14 carat, priced from a gold rate that moves and a making charge that differs by design. GullySales works on how your gold listings explain weight, rate and making charge, how fast a price question gets answered, and how a buyer finds the right weight for their budget.
Lightweight pieces for office and college wear suit online selling, because the order stays within what a stranger will risk on a website. Heavier pieces still close on a video call or at the counter.
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 gold jewellery online.
- Showroom jewellers moving their lightweight range online
- Online gold brands selling 14 and 18 carat everyday pieces
- Sellers of gold coins and small gifting pieces for festivals
- Jewellers who run an old gold exchange and want online buyers to use it
Not for
It is not the right fit if.
- Sellers who cannot correct listing prices when the gold rate moves
- Anyone expecting a heavy necklace to sell through an ad and a checkout page, with no conversation in between
How buyers choose
What decides the sale of gold jewellery.
Carat and the stamp
22 carat for traditional pieces, 18 or 14 for everyday and stone-set designs. The buyer wants the carat in the title and the stamp in a close-up photograph.
Weight, rate and making charge
Gross weight, net gold weight, the rate used and the making charge, per gram or flat. Wastage, if you charge it, is the line buyers argue about.
Sizes for bangles, rings and chains
Bangles are bought by Indian bangle size, chains by length, and rings by a size the buyer has to measure at home. A printable ring sizer on the page saves a return.
Where sales are lost
What usually goes wrong when you sell gold jewellery online.
In the words sellers use on the first call.
“Our listed price goes out of date when the rate moves”
A buyer who saw one price on Instagram and another at checkout feels cheated, even when the gold rate explains the gap. The listing has to say which rate it used.
“Bangles keep coming back in the wrong size”
Each gold return is insured shipping twice. A resized piece is no longer new stock.
“Coin buyers never come back for jewellery”
Someone who bought a gold coin from you at Dhanteras already trusts you with gold. Nothing invites them to look at your chains or earrings afterwards.
The scope
The work we would propose for gold 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.
- Rate-linked price displayHow your store shows the rate used, the weight and the making charge on each listing, and how prices change when the rate moves. The set-up depends on your platform and is confirmed in the audit.
- Pages for how gold is searchedCollection pages for what buyers type: gold chains by weight in grams, lightweight earrings for office wear, bangles by size, 18 carat stone-set rings.
- From coin buyer to jewellery buyerFestival coin buyers shown lightweight pieces near their coin budget before the next occasion comes round.
Size help before checkout
A bangle and ring size guide written for your designs, with a printable sizer and the option to confirm size with your team on WhatsApp before payment.
What we do
What you get for gold jewellery.
Each deliverable and what it is there to change.
A price breakup line for every gold listing
Gross weight, net weight, carat, rate used, making charge, wastage if any and GST, in the same order on every page, so buyers can compare you fairly.
A bangle and ring size guide
Indian bangle sizes and ring sizes measured at home, with a printable sizer, so fewer pieces travel twice.
An exchange and buy-back page
Your policy in plain words with one example worked through, linked from each listing.
A close-up shot list per design
Which photographs show the carat stamp, the clasp and the piece on a weighing scale, so the buyer sees the proof without asking.
How the result is measured
- Purchases
- Conversion rate
- Average order value
- Customer acquisition cost
- Return rate
- Size returns and resize requests
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 current gold listings and how their prices are set
- Making charge and wastage rules by design
- Ring and bangle returns and resize requests
- Your exchange and buy-back policy as it stands
- Festival coin sales and who bought them
Selling in India and abroad
Selling gold 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.
Carat and marking rules abroad
Buyers in the Gulf, the UK and the US read carat and purity marks under their own country's rules. What your listing claims for them is checked with your adviser before you sell there.
Gold as a declared parcel
Duty, import limits and insurance on gold differ by destination and change. So the first step is the orders you already have, such as NRI families buying for delivery to an Indian address.
FAQ
Questions about selling gold jewellery online.
Not here? More answers, or ask on WhatsApp.
Should I show the gold rate on every product page?
How do I sell heavy gold pieces online?
Will people buy gold from a website they have never heard of?
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 gold 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 gold 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.