How do I start a jewellery business online?
Short answer
Online jewellery sells on trust, so start with certification and clear policies: hallmarking for gold (BIS hallmarking applies in India, so check current rules), lab reports for diamonds, transparent pricing and an easy return or exchange policy. Add detailed photos and video, tie prices to daily metal rates, and choose a store platform that can show certificates and handle high-value, insured shipping.
Also asked as: “How to sell gold and diamond jewellery online in India?” · “How can I start an online jewellery store?” · “Is it possible to sell lab-grown diamond jewellery online?” · “How do jewellers update prices online when gold rates change?”
Build trust before anything else
- Gold jewellery sold in India generally needs BIS hallmarking; rules have been extended over time, so check the current BIS requirements for your products and location.
- For diamonds, natural or lab-grown, provide a grading report from a recognised lab where possible and say clearly whether a stone is natural or lab-grown.
- Show a price breakup: metal weight and purity, metal rate, making charges, stone value and taxes, so buyers can compare fairly.
- Publish written return, exchange and buy-back policies, and share your physical address and GST details on the website.
Show the piece properly
- 1Photograph every item on a clean background with a macro lens or good phone, and add on-hand or on-model shots for scale.
- 2Add a short video that catches sparkle and movement; still photos rarely do diamonds justice.
- 3List exact details: metal and purity, gross and net weight, stone shape, carat, colour and clarity, dimensions and sizes available.
- 4Offer a size guide for rings and bangles, and a video call option for customers who want a closer look before buying.
Pricing, payments and shipping
- Gold and silver prices change daily, so decide whether you price by the day's metal rate plus making charges, or hold fixed prices and review them regularly.
- Use insured, tracked shipping with tamper-evident packaging and a signature on delivery for high-value orders.
- Offer secure payment options and decide whether you will allow COD on lower-value items only.
- Consider made-to-order or custom pieces as a separate flow with deposit, timelines and approvals.
Where technology helps
Updating hundreds of variant prices by hand every time the metal rate moves is slow and error-prone. DCPL built MetalIQ, a Shopify app that reprices jewellery variants from one daily metal rate, for exactly this problem. DCPL also runs Signora Jewels, its own lab-grown diamond jewellery brand crafted in India, on a custom-built Shopify store that presents product details and certification clearly.
When to get help
If you have many designs, metal options and sizes, or want prices to follow daily metal rates automatically, a custom-configured store saves a great deal of manual work. DCPL Technology builds Shopify stores for jewellery brands, sets up rate-based pricing with MetalIQ and runs its own jewellery brand on the same setup.
Written by the DCPL Technology team in Surat · Last reviewed 19 October 2026
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