Tips On How to Sell Luxury Jewelry Online Successfully

Greetings from Italy… I’ve been here for a few days enjoying Italian food and wine and beautiful Italian fashion. While I was in Rome, I was gazing into the Buccelatti windows drooling over a beautiful emerald and diamond piece. It got me to thinking about marketing Luxury Jewelry (which is often on my mind)…

Is your DREAM to build a direct to consumer luxury jewelry business, but you’re not sure if anyone will buy high-priced items online?

The other day, one of the F&TA insiders asked about selling her 18K and 24K jewelry online. She was just starting a new collection and she was worried that upscale jewelry designs would be difficult to sell online. My work is all fine jewelry. In fact, most of my clients DO NOT live in New York (where I live)! My starting price point for custom work starts at $1500 (usually clients are investing a bit more). Recently, I’ve been so busy that I have a waiting list of people who want to work with me… so I know, as a designer, that you ARE able to build that trust online. Plus, in addition to my custom jewelry offering, I have a small shop of fine jewelry that I sell via my website. I usually book several orders a month. Selling a luxurious product online comes with it’s own set of challenges, but it is possible! If you play your cards right, you can build a successful online jeweler business with your high end products.

Let me explain a bit more about How to Sell Luxury Jewelry Online.

Click to tweet: How to Sell Luxury Jewelry Online w/ @tracymatthewsny

Now it’s your turn! In the comments below, tell me the following:

1. What is your technique to build trust online? 2. What is your biggest takeaway about selling luxury jewelry online?


  1. Megan on September 30, 2014 at 4:45 pm

    Right now blogging is my main tool to communicate and build trust.

    My biggest takeaway from this video? It’s time to make a video of my own! Thank you for all of the useful tips and advice, as always.

    (I hope you are having an amazing time in Italy! You definitely deserve it! ;-))

  2. Andrea Christensen on September 30, 2014 at 5:14 pm

    Thank you for this video! My jewelry isn’t high end (yet) but I still want to use your tips about using testimonials (I can start with my friends, right?), making product videos and making a video of myself. I’m camera shy, but one of the Etsy shops I want to emulate has a memorable photo of the artist at her desk and a video interview.

  3. Janie on August 2, 2016 at 10:07 pm

    I am usung instagram to build trust, and my brand.Videos are on the way.

    • Tracy Matthews on November 18, 2016 at 10:29 am

      Hi Janie! You rock, girl! xo, Tracy

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