Quick answer
To sell jewellery online in India, earn trust before price: sharp close-up photos with a size reference, exact metal, purity and weight, hallmark details for gold, a ring size guide, a clear returns policy and careful, insured shipping. Keep cash on delivery to lower-value pieces and ask for prepayment on precious items.
Selling jewellery online in India comes down to trust. A buyer cannot hold the piece, feel its weight or check the stamp, so your store has to answer every doubt before it is raised: what the piece is made of, how big it really is, how it is certified, how it will reach them safely, and what happens if it does not fit. Get those right and jewellery, whether fine gold or affordable fashion pieces, sells very well online.
This guide is for jewellers moving their counter online and for home businesses selling artificial, oxidised, silver or handmade jewellery. Rules on hallmarking and precious metals are set by the Bureau of Indian Standards (BIS) and change from time to time, so check the current BIS rules for what you sell.
What should every jewellery product page say?
Jewellery buyers read the details. Put these on every product, in the same order, so shoppers learn where to look:
- Material and finish: 22K gold, 925 sterling silver, brass with gold plating, kundan, oxidised German silver, American diamond, and so on. Be exact; never blur "gold-plated" and "gold".
- Weight: gross weight, and for precious metal the net metal weight and stone weight separately.
- Dimensions: length of a necklace, drop of an earring, inner diameter of a bangle, in millimetres or centimetres.
- Purity and certification: hallmark details for gold, and certificate details for diamonds or gemstones if you provide them.
- Care: how to store it, keeping plated pieces away from perfume and water.
- Price breakdown for gold, if that is how your customers expect to see it: metal value, making charges and GST.
Our guide to writing product descriptions that sell covers tone and structure.
What do you need to know about hallmarking?
For gold jewellery, BIS hallmarking with a unique HUID number is mandatory for most items sold in India, with some exceptions by weight, item type and area. Silver hallmarking has its own BIS standard. The rules have been extended in phases, so check the BIS website or ask your jewellers' association what applies to you today.
Online, show the hallmark clearly: state the purity (for example 22K916) in the description, mention that each piece carries its HUID, and photograph the stamp where you can. Buyers can check a HUID with the government's BIS CARE app. For artificial jewellery, say plainly that it is fashion jewellery and not precious metal. Honesty here prevents returns and complaints.
How do you photograph jewellery so it sells?
Jewellery is small, shiny and hard to photograph well, but a phone and daylight are enough to start:
- A plain background (white, grey or deep velvet) and soft, indirect light near a window.
- One clean front shot, one angle shot, a close-up of the stones or work, and the clasp or back.
- A scale shot: worn on a hand, ear or neck, or placed beside a coin, so buyers understand the size.
- True colour: avoid filters that make gold look yellower or silver bluer than it is.
- A short video turning the piece in light shows sparkle better than any still.
We go much deeper in jewellery photography at home. UpMinutes converts your photos to WebP in three sizes automatically, so close-ups load quickly on phones.
How do you help buyers get the size right?
Rings and bangles are the most returned pieces when sizes are unclear. Publish a size guide that explains how to measure at home: wrap a strip of paper around the finger, mark it, and measure the length; or measure the inner diameter of a ring that already fits. UpMinutes includes a ring size guide starter you can edit and attach to products, and lets each size be its own option with its own price and stock. Our post on size guides that reduce returns has templates.
Should you offer cash on delivery on jewellery?
COD helps first-time buyers try a new store, but a refused parcel of gold is a serious risk, and couriers often cap the value they will collect in cash. A sensible approach:
| Type of piece | Payment approach |
|---|---|
| Fashion and artificial jewellery | Offer COD up to a set order value |
| Silver and lower-value gold | Prepaid preferred; COD only in zones where it works for you |
| High-value gold, diamond and bridal sets | Prepaid only; offer card EMI or a payment link after a call |
In UpMinutes you can set a COD limit by order value, a minimum order, and allow or refuse COD per delivery zone. Card EMI and pay-later options appear where your own Razorpay account offers them. For bridal and custom orders, many jewellers talk on WhatsApp first, then send a Razorpay payment link from the dashboard so the order, GST invoice and stock are recorded.
How do you ship jewellery safely?
- Declare the correct value and ask your courier about insurance or secure handling for high-value parcels. Not every courier accepts precious jewellery, so confirm before you book.
- Pack discreetly. A plain outer box with no brand words or "jewellery" on the label, an inner padded box, and tamper-evident tape.
- Record the packing. Many sellers film the packing of each high-value order, which helps if a dispute arises.
- Ask for an opening video on delivery if you want customers to report damage that way, and say so in your policy.
With Shiprocket connected, you can book a courier from the order, print the label and let tracking updates move the order along. See shipping in India for courier basics.
What builds trust on a new jewellery store?
- A real shop address or workshop, phone number and opening hours.
- Your GSTIN and a proper GST invoice with every order. UpMinutes creates one per order with the HSN code and the right GST split.
- Verified-buyer reviews with photos, requested automatically after delivery.
- A clear returns, exchange and buyback policy, if you offer buyback.
- Photos of your team and workshop, and a short story of who you are.
Our guide to trust signals for a new store lists more.
Can you sell jewellery to customers abroad?
Many families abroad buy Indian jewellery for weddings and festivals, often as gifts for relatives at home. The simplest route is to deliver within India and let overseas customers pay online. If you also ship abroad, check customs rules, duties and courier restrictions on precious metal for each destination country first, and set those countries up as separate delivery zones with their own rates. In UpMinutes, zones outside India are prepaid only, and visitors abroad see guide prices in up to 12 currencies, including USD, GBP, AED and SGD, while orders are charged in rupees through your Razorpay account. Our guide to international shipping from India covers paperwork and couriers.
Which store setup suits a jeweller?
UpMinutes has ten themes for jewellery and gifts, each with a live demo. If you sell ready pieces, a shop theme fits. If most of your pieces are made to order or priced on the day, a catalogue (quote) theme lets shoppers send an "Ask on WhatsApp" enquiry with the options they picked instead of paying straight away. Gift cards work well for weddings and festivals, and loyalty points reward families who come back. Browse the themes, or read more guides in the industry guides category.
Frequently asked questions
Do I need a licence to sell artificial jewellery online?
Fashion jewellery does not need BIS hallmarking, but you still need the usual business registrations, and GST registration may apply depending on your situation. Confirm with a CA.
Can I show gold prices that change daily?
Many jewellers update prices on precious items regularly or use a catalogue layout where buyers ask for the day's price on WhatsApp. Whatever you do, the price at checkout must be the price you honour.
What packaging is best for jewellery shipments?
A small rigid inner box with padding, inside a plain outer carton sealed with tamper-evident tape. Avoid any wording on the outside that reveals the contents.
How can I reduce returns on rings?
Publish a clear ring size guide, offer one free resize or exchange where practical, and show the inner diameter in millimetres on each ring.
