Build a Jewelry Brand: Start Your Business in 7 Steps

Illustration of a woman counting coins into a jar. The coin shapes are echoed in the beads in her necklace

Jewelry is one of the most popular things to make and sell online. Perhaps you’re DIY-challenged but have an incredible online business idea and an existing audience and are looking for a creative way to make money.

1. Determine your products.

Whatever your motivation or skill level, understanding how to start a successful jewelry business at home or anywhere comes with its own set of considerations and complications.

One of the first questions to ask yourself is: fine or fashion? Or maybe your interest lies somewhere in between. Each category has its own materials, production process, price point, and customer profile:

💍 Fine jewelry

  • Made with precious and semi-precious metals and gems
  • A higher price point
  • Made with excellent craftsmanship, usually not mass produced
  • For the luxury/wedding/special occasion customer

📿 Fashion or costume jewelry

  • Usually trendy
  • Made of inexpensive or less expensive metals and materials (beads, wire, plated metal, plastic, synthetic gems, etc.)
  • A lower price point
  • Can be mass produced
  • For the everyday customer

👑 Other/in between

  • This category covers everything else, from jewelry made with mid-range materials (textile, metals, semi-precious gems, wood, 3D printing, etc.) to jewelry defined as art (collectible, made to order, one of a kind) or highly skilled craftsmanship
  • Emphasis on design and uniqueness
  • Price point varies but usually mid-range
  • Occasion/statement, design-savvy/collector/gift-giving customer
Model wears Biko earrings
Biko's jewelry sits somewhere in between costume and fine, selling high-quality designs made for everyday wear.

Once you’ve narrowed down the broad category for your startup jewelry business, it’s time to carve out a niche for your products. Start by defining your ideal customer (classic, trendy, brides, socially conscious consumers, etc.) and decide whether your products are occasion specific (wedding, party, everyday, etc.). This will determine how you market them to your target audience.

Jewelry trends

Researching trends is one way to determine (and validate) your chosen direction, and it’s an important step when understanding how to start a jewelry business online. Read fashion and jewelry blogs and publications and follow influencers in the space to stay on top of trends for each upcoming season. Using Google Trends, you can also see broad global search volume for a particular term.

Alternatively, you might look into adjacent trends or consumer habits, such as the appetite for customizable experiences like engraving, or ethically sourced materials.

But business owners don’t have to just follow trends—you could also use your jewelry business to start your own. That’s what Biko founder and designer Corrine Anestopoulos did, launching her collection based on personal style.

“Somehow I felt like, just by fluke, I found a market for something new without meaning to,” she 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.

Now, though her collections evolve with trends in the jewelry industry every year, the common thread is a recognizable look that defines her brand and secures repeat business.

Finding jewelry design inspiration

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 and individual pieces, business owners should run through a few exercises to define your overall signature style.

A model wears Camille Enrico jewelry
Camille Enrico jewelry is known for its unique combination of metals and textiles—giving each piece instant recognizability and cohesiveness with the rest of the designs.

Depending on how you like to get inspired, you may 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.

I’m always drawing inspiration and collecting inspirational images, no matter where I am.

Corinne Anestopoulos, Biko

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.”

Creator Josie Bullard sits at a desk examining a mood board
Creator Josie Bullard calls mood boards a “great way to plan ahead, establish an esthetic, remind you of your goals, and provide you with tons of inspiration.”

2. Define your brand

Remember, brand is different than branding. Brand is your voice, mission, vision, and your brand story. It tells your 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. Tell your story through your About page, inject yourself into your social media posts, and share the process and inspiration behind your designs.

Anice website About page
Anice Jewellery’s About page tells owner Britt’s personal story.

📚 Essential reading:

Packaging, logo, and website design for your jewelry brand

The next part of how to start a handmade jewelry business is branding. Branding refers to the more tactical elements that represent your brand visually—logo, packaging, business cards, and your website.

Once you’ve established your products’ aesthetic, chosen a business name that resonates with your audience, and nailed your customer profile, it should be easier to identify an overall look that will define your brand. This is an essential step, even for a small business, so don’t rush it.

You don’t need to make an expensive and complicated website if you want to know how to make jewelry a successful business venture. On the low-cost end, you can set up a Shopify store with a free theme and develop the logo yourself using a free online logo maker. We also have resources to help come up with domain name ideas should you need some inspiration too.

Keep in mind that you’ll still want to reserve some of your budget for professional product photos. We’ll discuss the importance of photography for jewelry later in this post. With these tools, it’s easy to see how to start a jewelry business at home.

For larger budgets, work with a designer to translate your vision into a full branding package for your business—from the logo and website to packaging and marketing materials. Peruse the portfolios of Shopify Design Experts to find a designer whose work resonates with your tastes.

Designed box packaging on a pale pink background
Branding and package design for La Onri jewelry by Shopify Expert Kristen Fulchi Design Studio.

Writing a business plan for your jewelry brand

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 customer, goals, business model, costs, and growth plan. It’s also helpful as you learn how to run a jewelry business. 

3. Start production

Overhead shot of a workspace covered in jewelry making tools
Via Burst.

What do you need to understand how to make jewelry? How you’ll develop your products—by hand or in a factory, at home or outsourced—depends on the complexity of the design, price point, materials, and required skill level. In this section, we’ll discuss how to make jewelry in four ways:

  1. Handcrafted jewelry production: fine and one of a kind
  2. Handmade jewelry production: fashion and costume
  3. Jewelry production: factory outsourced
  4. Jewelry production: print on demand

1. Handcrafted jewelry production: fine and one of a kind

Handcrafting fine and one-of-a-kind (OOAK) jewelry can be one of the most involved yet personal and versatile of the production methods. Depending on materials and design, some methods of fine and OOAK jewelry production require specialized training/certification and expensive equipment. If you want to know how to start a handmade jewelry business, you may need to learn some of these methods, including:

  • Soldering
  • Silver/goldsmithing
  • Casting
  • 3D printing
  • Laser cutting
  • Leather tooling
  • Weaving
  • Gemstone setting

If you’re not sure the route you want to go, consider starting with free online tutorials. Once you know which area you want to study, you can invest in paid classes or apprentice under an experienced craftsperson to expand your skill set.

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2. Handmade jewelry production: fashion and costume

If you want to know how to start a handmade jewelry business without investing time and energy into new skills, there are other options. Handmade costume jewelry often involves the assembly of existing elements—chain, wire, beads, cast pendants, etc.—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 of your business that bring you joy—and not the actual task of how to make 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.”

A woman dips her hand adorned with silver rings into a dark pool of water
Via Hawkly.

3. Jewelry production: factory outsourced

Rather than making the jewelry with your own hands, you can have your designs manufactured by someone else. This isn’t ideal for fine, custom, or OOAK jewelry, but it can be cost-effective for fashion jewelry produced in larger quantities. There are two main options for outsourcing to wholesale providers, if you want to know how to start a jewelry business at home:

Local manufacturing

➕ Benefits

  • “Made local” appeal
  • Possibly faster/more reliable shipping 
  • Easier to verify reputation and build relationships
  • More opportunity for oversight (visit to factory) 

➖ Downsides

  • Higher cost
  • Less choice (fewer manufacturers, limited materials)
  • Possible limit in production volumes

Overseas manufacturing

➕ Benefits 

  • Lower cost
  • Usually more options regarding materials and process
  • Ability to scale to larger volumes

➖ Downsides

  • Communication barriers (cultural, language, time zones)
  • Less oversight and control
  • Minimums may be high
  • Manufacturing and ethical standards may differ by country

Accurate sketches or 3D renderings of your designs are necessary if you’re outsourcing to a manufacturer. There are several options, depending on your skill level and budget:

  • Manual design tools: pencils, sketch paper, jewelry design templates ($)
  • 2D or 3D general design software: Photoshop, Illustrator, Sketchup ($$)
  • Jewelry-specific design software (best for fine jewelry): RhinoGold, MatrixGold, ($$$)

4. Jewelry production: Print on demand

The most hands-off production method involves uploading your designs to a print-on-demand app. Your original designs are 3D printed or recreated in stainless steel, wood, plastic, gold, or silver and shipped directly to your customers.

4. Set up a jewelry business studio or workspace

Bristle brushes in a storage stand

If you elect to make the 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 multi-compartment storage is essential for small parts.

“A jeweler’s bench, a flex shaft, and your safety would be the most important considerations,” says Gillian, 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 a little more complex—as with metal work or silversmithing workshops—consider commercial space outside of the home. 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 herself. “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.”

Jewelry equipment and tools

There are several online resources for how to make jewelry online, including wholesale jewelry making equipment, tools, and supplies, including precious gemstones and raw metals.

Gillian 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.”

5. Take professional photos of your products

Woman with tattoos and jewelry rests her head on her hand
Via Hawkly.

We’ve said it many times before: product photography can make or break your online store. So if you want to know how to start a jewelry business online, you’ll also need to brush up on your product photography IQ.

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, Biko

“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 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:

  • Detail/product photos shot on a clean background minimize distraction and highlight the details and different angles of the piece. These photos can create a clutter-free, consistent look on collection pages. 
  • Lifestyle photos shot on a model 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 and are generally better for social media posts.
Side by side images of the same set of earrings shot two ways: lifestyle on a model, and product on a clean background
Wolf & Moon uses a combination of white background photography without models and contextual shots featuring the jewelry on humans.

Looking for more ways to cut 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.

📚 Essential reading:

6. Build your online store

Biko homepage
Via Biko

Now that you have your production, brand, and photography nailed down, let’s put it all together.  In a matter of hours, you can set up a functioning online store on Shopify. But first, sign up for a free trial so you can play around with the features.

Choose a theme that complements jewelry, putting the photography first. Here are a few theme suggestions for jewelry businesses:

Clean themes are designed to let your products and brand shine and most options allow you to easily customize the experience, even if you’re not a designer or developer. Have a little more budget? A Shopify Design Expert can help you tweak any theme even more, customizing it to your specific needs.

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 reflect your brand story and include details like sizing, materials (important for metal allergies), and, if applicable, material sources.

Your About page is a dedicated place where you can tell your brand story and talk about your process—but your personality should shine wherever you write copy on your site.

📚 Essential reading:

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Apps for jewelry businesses

There are several apps in the Shopify App Store you can add to your site to help with how to run a jewelry business—everything from improving the customer experience, reducing returns, and increasing conversions. Here are a couple examples recommended for jewelry businesses:

📚 Essential reading: Learn how apps and tools can help you replicate an in-store personalized shopping experience online, and take the quiz to find out which tools are best for your jewelry store.

7. Market your ecommerce jewelry brand

Fashion and jewelry are heavily saturated industries. How will customers hear your voice above the noise? A good marketing strategy will depend on your product, audience, and budget and may require some trial and error.

Jewelry marketing can have unique challenges. Noticing heightened competition in 2011, Corinne invested in a rebrand of Biko and then hired a 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.”"

Social marketing 

Corinne has also had success with Instagram influencers, bartering product for a dedicated post. Before reaching out, she says, be sure your curation and hashtags for Instagram are strong so influencers can see if your brand aligns with their own. “Creating a lifestyle around what you do is worth more than anything,” she says.

Making jewelry sales doesn't mean having to bombard your followers with sales pitches. 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 and it tells its own story.”

Shopify’s Linkpop “link in bio” tool allows you to post a custom URL with your name in your social bio, so people can quickly find your online store, featured content and products, all in one place.

Biko Instagram post featuring a modelBiko on Instagram

📚 Essential reading: 

Pop-up retail, wholesale, and artist markets

Artist Tarin Thomas standing behind a display table arranged with jewelry
New York based designer Kylie Nakao curated a summer pop-up in Montauk featuring her own jewelry line, Tarin Thomas, and other complementary brands.

Corinne’s career began when she was invited to share a booth at a local clothing show. At the time, jewelry was simply 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, Biko

Attending a jewelry 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, Corinne says: “Markets offer the opportunity to get out and see customers in person and get feedback directly.” 

An alternative to participating in 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 jewelry store. 

Gold jewelry arranged in a display
Moorea Seal

Corinne also grew her business initially through consignment and wholesale agreements, which she gained by approaching local retailers in person. Cold calling has a high rejection risk, but you just need one “yes” to get started, she says.

Wholesale still accounts for the bulk of Biko’s overall business, and she has worked with large retailers like Nordstrom, Simons, and Hudson’s Bay Company. For new businesses, start small by pitching your designs to small, local boutiques.

Final thoughts: the silver lining

Taking the plunge might be scary at first, especially in a market as saturated as jewelry. But it’s 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.

The best way to stand out is to be authentic, trust your design instincts, and listen to your customers. 

Gillian Johnson, Hawkly

Small-scale production means you can get designing from your own home. 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. Go for gold!

Jewelry Business FAQ

Do I need a business license to sell jewelry?

It’s important that you consult local regulations governing small businesses. In many cases, though, you do not require a business license to set up an online store to sell your jewelry. In some regions, you may need a tax number, but this also may depend on how much income you are generating. Consult an accountant and/or business lawyer while in the process of establishing your business.

What are the basic tools for jewelry making?

This 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 start a fine jewelry business, you may require expensive and highly specific equipment.

How much does it cost to start a jewelry business?

Again, this cost is relative to the complexity of the production model you choose. You can start a 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 business from a dedicated studio.