The COVID-19 pandemic has brought about a permanent change in the way people shop.
Not to mention, public health uncertainty could create safety concerns for people trying on
jewelry in stores.
In this context, starting an online jewelry selling business is a smart move as it is a safe and
effective way to attract buyers.
Beyond the practical considerations of security and efficiency, e-commerce gives people the
opportunity to discover brands they might not otherwise come across.
As a seller, you have the ability to find customers all over the world, wherever you are. Whether
you’re a freelance jewelry designer on Etsy or part of a big brand’s team, you have an equal
chance of creating a shop that can be found.
Keep in mind that even before the COVID-19 pandemic, there were demographic trends that led
to the need to sell jewelry online. One important trend to watch is the growing number of Gen Z
shoppers.
Just before the pandemic hit, Gen Z already made up 40% of global shoppers, meaning they
are on their way to becoming the dominant buying force. These people have changed the way
people of all generations make buying decisions.
As the first generation of digital natives, this group relies on social media and online retail
experiences to discover new products, a trend that has intensified during the pandemic,
according to the National Retail Federation (NRF).
The NRF study also revealed that 87% of parents rely on their children’s recommendations
when deciding what to buy.
These trends indicate a historic shift in the way people buy new jewelry which is a timeless
cultural product of our human society. The key to getting started is finding the right niche and
creating a brand that stands out.
Market Analysis: Trending Jewelry Brand Niches
When you sell jewelry online, you have the opportunity to reach people with your brand all over
the world. This expanding market means that all retailers – from Tiffany and Cartier to local
costume jewelry – have the opportunity to attract an engaged and loyal customer base.

The flip side of this growth potential is that there is also a lot of competition. Regardless of the
type of jewelry, making your brand visible can be a challenge, especially since attention spans
are hard to capture. Shoppers have a seemingly endless number of options to navigate their
buying decisions.
Knowing that the market is crowded, the most impactful first step you can take to build your
online store is to identify your niche. In general, most online jewelry stores fall into one or more
of the following categories:

  1. Affordable fashion jewelry.
    Jewelry, from necklaces to bracelets, rings, and costume accessories, quickly fades and goes
    out of style. These products are generally lower quality and durable but very affordable for
    buyers looking to make a name for themselves.
    One way to stay on top of the fashion jewelry market is to browse magazines like Seventeen,
    Vogue, Marie Claire, Harper’s BAZAAR, and Cosmopolitan.
    Fashion jewelry tends to be made from lower-quality materials such as imitation metals (like
    silver instead of platinum) and gemstones (like cubic zirconia instead of diamonds). Designers
    often base their designs on more expensive items.
    However, it is important to keep in mind that the fashion jewelry industry is diverse. Items can
    cost anywhere from $5 to $100. Individual items can be mass-produced in factories or
    handcrafted by independent designers and Etsy store owners.
    “Affordable” doesn’t always mean “cheap”. But that doesn’t mean luxury.
  2. Body jewelry.
    Jewelry dealers have the opportunity to make a name for themselves in the piercing world,
    including nose rings, belly button rings, clip rings, eyebrow rings, and more.
    Body jewelry tends to be more personal than bracelets or necklaces, especially due to
    differences in piercing sizes and allergic reactions to metals. For example, some people need to
    choose certain types of precious metals or titanium for implants to avoid discomfort.
    For this reason, body jewelers often include pieces of different sizes and metal options, both of
    which can affect cost. Some stores may also offer the option of customizing items according to
    customers’ wishes.
    For example, a single nose ring can be gold, sterling silver, or titanium alloy with a straight back,
    L to the left, L to the right, screwed down, or bent.

There is often greater variation in buyer preferences due to personal factors such as comfort
level, health status, and location of the piercing.

  1. Gold-plated jewelry.
    Customers often like the look of precious metals but cannot afford the high price of the jewelry.
    One option to enter this market is electroplated jewelry, which is made from cheap metals and
    coated with a layer of precious metal.
    Examples of plated jewelry include 14k gold plated sterling silver or pure silver sterling silver.
    Nickel is also a less expensive material that is plated with a rare precious metal like gold or
    silver.
    If you sell coated jewelry, it’s important to maintain a close relationship with your manufacturers.
    First, you need to make sure what you’re selling is lead-free, as the material is known to be
    dangerous and could put your store at legal risk.
    You should also make it clear to potential buyers that the jewelry is plated and not precious
    metal. Keep in mind that some people are allergic to base metals, so being open as a seller is a
    key to ensuring a sense of security.
  2. Handmade jewelry.
    This category consists of bespoke jewelry and includes a level of customization for each
    customer. The value for buyers is that they receive a product that matches their material, color,
    and size preferences.
    The disadvantage of handmade jewelry is that it takes time to produce each piece and
    production often cannot scale. For this reason, handmade jewelry tends to come from boutiques
    or individuals on shopping platforms like Etsy. Custom jewelry sellers are usually self-employed
    or small business owners.
    Although the handmade jewelry industry is difficult to scale, that’s not always a bad thing – there
    is a market of buyers who appreciate the personal touch and the personal touch. Unique items
    may also have a higher price.
  3. fine jewelry
    The beauty of jewelry is that the materials are rare and the craftsmanship is high. Exquisite
    jewelry, as a rule, serves people for a lifetime and becomes relics that people pass on to future
    generations.

Most buyers may only make a few jewelry purchases in their lifetime due to the costs involved.
Wealthier shoppers may be more likely to buy expensive jewelry and more likely to join loyalty
programs. wholesale jewelry suppliers
Buyers often view fine jewelry as an investment, as many items increase in value over time. For
this reason, fine jewelry tends to be in high demand and has a high resale value as used pieces.
The most common examples of jewelry include diamond jewelry such as wedding rings and
engagement rings. People also tend to buy exquisite jewelry for special occasions.

  1. Vintage jewelry.
    Buyers of vintage items were attracted to jewelry that has passed through history and time and
    has passed our present. Jewelry is especially popular and practical as a stowable item due to
    the timelessness and security of many pieces.
    Vintage items gain a lot of popularity in the fashion industry due to the fact that they belong,
    occur in their own kind, or are special. Vintage lovers tend to enjoy finding rare items.
    Vintage items are used items, various items may have a history in terms of their owners,
    belonging to the era or the original model. These historical assets increase the appeal of each
    item.
    Vintage jewelry consists of fashion accessories, handicrafts, and even luxury items. Some
    antiques, especially those with an interesting love interest, can become more valuable over
    time.
    Pricing often depends on the identification of infestation.
  2. Fair trade jewelry.
    One of the results of the COVID-19 pandemic is that shoppers are becoming more ethical and
    conscious in their purchases. The jewelry industry, like many others, has always faced human
    rights and environmental issues in its supply chains.
    For this reason, fair trade brands can claim to be socially responsible brands. Examples of
    conscious business practices include paying workers above-market wages, purchasing
    materials directly from farmers, using recycled materials, and partnering with local communities
    to create a greater sense of good. -to be.
    All types of jewelry can include fair, sustainable, and conscious business practices. All jewelry
    companies have a role to play in setting higher standards for the industry.

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