How to Build a Jewelry Website That Actually Sells

Not a brochure

A jewelry website isn't a brochure. Done well, it books appointments, sells gift-range pieces directly, and powers your search, social and email.

Decide what the website is for

Decide what the website is for, before anything else. A local store site wins the local search, books appointments, and shows the pieces you sell. A full e-commerce store closes the sale online, with a rich catalog, fast checkout and financing. And a brand site adds editorial storytelling to a shoppable catalog. Building the wrong type is the most expensive mistake in this work.

Pick the right platform

Then pick the platform. Shopify is the fastest path for most independents, while Adobe Commerce, or Magento, handles one-of-a-kind stock, wholesale and multiple stores best. BigCommerce is a middle ground, and WooCommerce suits small boutiques already on WordPress.

Photography: the biggest conversion lever

Photography is the single biggest conversion lever. Six to eight angles per piece, calibrated color so yellow gold isn't orange, and macro shots of the stones and hallmarks, a 360 spin or video, consistent backgrounds, and real hands and necks, because scale is everything in jewelry.

Product data that makes filters and SEO work

Every piece needs structured attributes, not just a paragraph. Metal, karat, stones, certificate and size range make the filters and the product markup work, and a unique description is what search engines rank.

Handle the jewelry-specific details

Handle the jewelry details: ring sizing, with a chart and a free sizer for higher-value pieces, and certificates shown on the product page, engraving as a product option, and financing shown on the product page, not just at checkout, clear return and repair policies, a way to book an appointment to see the piece, and insured, signature-required shipping.

Integrate with your POS

And integrate the site with your point of sale: real-time inventory, shared customer records, shared pricing, and shared images. Otherwise, the site sells the only piece the store sold an hour ago.

The launch checklist

Before launch, run the checklist: unique titles and descriptions, four or more photos and full attributes per product, and mobile checkout tested, inventory sync tested on real stock, policy pages in place, and analytics and Search Console firing, a sitemap and a valid SSL certificate, product markup that validates, and a real order placed and returned.

Feeding the website from WJewel

In WJewel, every piece's attributes are entered once, in the inventory, with certificates retrieved straight from the lab, and synced to your website, whether it's Shopify, WooCommerce or custom built. And if you don't have a website, we can build one for you.

Contact us

You'll find the full guide on the WJewel blog. WJewel is fully web-based, and runs on PCs, Macs, tablets and phones. To learn more, visit www.wjewel.com, or call us at (646) 578-8300.