Sell Jewelry: The Ins and Outs of Selling in This Evergreen Category

Video transcript: Today, we’re taking a look at one of the top product niches on Oberlo. Usually products in this niche start trending right now and they stay that way until the new year. So stick around if you’re interested in starting to sell jewelry online.

Hi, World, how’s it going? It’s Mark from Oberlo, here with Show-and-sell. This series is our chance to share awesome product recommendations and specific marketing tips with you. We upload a new show every week, so consider subscribing and turning on the notification bell for more videos like this. Today we’re talking about a product niche that consistently performs for dropshippers: Jewelry.

Hot Niche: Sell Jewelry Online

Ranked by Oberlo order counts, jewelry has been in the top five niches over the last three years. Back in 2016, it was even number one. Let’s take a look at this rankings table so that we can go one level deeper to see what kinds of jewelry within this niche are popular among customers. Here we see the nine most popular types of jewelry to sell online with Oberlo. Necklaces and pendants, bracelets and bangles, and rings are the most popular among customers. They were the top three performing types of jewelry respectively, going back to 2016. And here we have some examples of these popular items on Oberlo:

  • A charming love heart necklace
  • A dashing dog pendant
  • A seven chakra healing bracelet
  • Love arrow bangle
  • Ocean wire ring

In the next couple of minutes, we’re going to discover why deciding to sell jewelry like this online is a sustainable, steady dropshipping business. And then we’re going to look at the ways in which you can start to sell jewelry too. And if you’re still not convinced that you can get sales with jewelry, I have a powerful app to share with you that is proven to help convert traffic into check-outs. So stick around to find out what that is.

Why Should You Sell Jewelry Online?

sell jewelry such as necklaces and rings

Among jewelry professionals, the answer comes in three words: Female self-purchase. Female self-purchase refers to the growing trend of women purchasing jewelry for themselves in ever increasing numbers. Women also happen to be more frequent online consumers than men. That means with jewelry, we have a buzzing target market, in an industry that is worth approximately $70 billion and one that’s growing annually.

Dropshipping is perfectly suited to catching these female jewelry customers who prefer to shop online. And here are three reasons why:

  1. Shipping: Jewelry really doesn’t take up much packaging space and it’s light, both of which make it a great product to dropship. Thanks to small packaging, your shipping costs will be relatively low.
  2. Sizing: Selling jewelry online comes with the advantage of sizing. Unlike clothing, most customers don’t need to try on every piece of jewelry to know whether or not it will fit. This helps when it comes to attracting impulse purchases. 
  3. Variety: There is a huge selection of beautiful and unique jewelry available on Oberlo for a wide range of prices. You can import new or different pieces to your store within minutes, meaning you can offer more jewelry choice to your customers whenever you see a shiny new market opportunity.

sell jewelry online with good product photos

Ready to look at how we can sell or market these beautiful bad boys? We’ll start with three fundamental tips.

1. Vet Your Supplier

Purchasing jewelry is said to be an emotional purchase. Consumers buy jewelry to commemorate occasions, as a reward, because the piece is pretty and it makes them feel good. The reasons go on. That said, if your shipping and product quality undermines that purchasing experience, you could end up with customers who are disappointed in the product upon delivery, and that could lead to returns. Let’s avoid this, you can do that by vetting your supplier that you’re interested in and don’t settle until you’re sure that your supplier’s shipping times are true, and that the product is as described and depicted. We made a video right here that helps Oberlo users to find the best suppliers. Why not watch that the next time you need to work with a new supplier?

2. Store Presentation is Key

The next tip is about presentation. When it comes to deciding to sell jewelry online, appearance is everything. Start by taking care of how you look by building the right kind of online store. Shopify has a range of website themes created specifically for online stores that sell jewelry. They offer benefits perfectly suited for selling online, from design and layout to mobile device responsiveness and even SEO.

3. Beautiful Product Photos

And once your store is up and running, go ahead and take some beautiful product pictures. People like to feel an emotional response to the item when they shop for jewelry. So go ahead and melt their hearts with lovely product imagery of your jewelry pieces. You don’t need an expensive camera and a studio. We think well organized macro photos work best with jewelry, and the best way to do it is to keep it pretty, keep it simple, and click the link to a blog post we wrote about how to get great product shots.

Woman stands against a yellow door taking a photo

Once you’ve covered these three essentials, it’s time to start selling our popular jewelry products, but where do we start? Perhaps, the real question here is not where but when. That’s because interest in jewelry, like the pieces I showed you earlier, remains consistent all year round. If we look at these spikes here on Google Trends, something interesting emerges. We see that virtually all types of jewelry begin to skyrocket around Thanksgiving and reach their peak around Christmas and the New Year. We could say that all those pioneering female self-purchasers are what maintain consistent levels of interest throughout the year, but what explains those sharp increases in interest between fall and winter? Here is a hint: Those female self-purchasers aren’t just buying themselves jewelry for the holidays. They, along with many other people, are buying jewelry online as a gift for someone else. Jewelry makes an incredibly popular gift, which is why this next stat is worth remembering.

In the United States, the three holidays with the highest percentage of gift-giving are:

  • Christmas
  • Mother’s Day
  • Valentine’s Day

If we factor in that most people use Black Friday as an opportunity to do their Christmas shopping, then we can safely say that these are the holidays when you should be importing jewelry products to your store. Planning your marketing efforts and ramping up your ad spend and you can ramp it up smartly too, by setting up strategic ad campaigns on Facebook. So for holidays like the big ones I just mentioned, why not run ads announcing special deals? The offer of free shipping is always a popular one among merchants and here’s one way of making your shipping deal stand out and seem even more appealing without having to add any extra effort.

ecommerce shipping from china to the rest of the world

Simply make the user feel like they are getting an extra special offer by saying your free shipping is exclusively available to your Facebook fans. Campaigns like this are awesome. You can target consumers according to specific demographics like age, gender, location, interest and whether these users are connected to your business. If you run a campaign like this, remember to stick to a strict daily budget on your ad spend and to set a deadline for the end of your run, and if you offer free shipping, don’t forget to include that cost in your sale price. Targeting your audience is pretty seamless on Facebook. Simply fire up a tab and open Facebook Business, head to Audience Insights and start defining groups, like we have here with a potential audience to sell jewelry to – specifically our chakra healing bracelet.

The great thing about Facebook Business is it gives you an idea of how likely your target audience is to interact with your ad. As we see on the right, the median ads clicked for our group is 40 compared to the median for Facebook, which is just 13. That’s a very encouraging figure indeed. Now, when you nail this part of your Facebook ad strategy, you can generate sales for your store or likes for your page. And if you get more likes than sales, then don’t worry ’cause I’m about to tell you how valuable they are. You can increase your audience and reach with these likes by using sponsored stories. Sponsored stories let advertises take word-of-mouth recommendations, and promote them. You’ve probably seen them before, I see sponsored stories when my Facebook timeline shows me that one of my friends like the new page. It’s a really effective way Facebook has of helping boost brand lift for online businesses and with your boosted reach, you’ll get boosted traffic coming your store’s way. Then it’s up to you to put the final marketing touches in order to convert traffic into sales.

person scrolling through sales screen on Shopify app

Converting traffic into sales. That’s a problem we hear from dropshippers from time to time, and it’s why I said I would share a resource with you now that can help. Socialphotos is a Shopify app. Once you connect it to your store, the app scans Instagram for content that is related to your business, then it adds that content to your product pages so to complement your product images, socialphotos glams up your product pages with user-generated content of your jewelry being worn by actual customers. The socialphotos team, claim that online stores that use their app benefit from a 5 percent sales lift and a 9 percent conversion lift.

Will you import any jewelry products to your store? What niche would you like us to look at next? Let me know in the comments below, and I’ll make sure to get back to you. Thank you for watching this video and until next time, Learn often, market better, and sell more.

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