Jewellery is one of the hardest things to sell online — and one of the most rewarding. A buyer cannot touch the piece, so everything depends on trust. Here is how a small jeweller can earn it.
1. Hallmark and HUID
Gold jewellery sold in India must carry a BIS hallmark with a 6-digit HUID (Hallmark Unique ID). Buyers can check the HUID in the BIS Care app. Mention it on every gold product and show it in a close-up photo.
2. Write every detail
- Metal and purity — 22K, 18K, 925 silver.
- Gross weight and net weight.
- Stone details — type, number and weight.
- Making charge, and how the price is worked out.
- Size or length.
Hidden details lose sales. Clear details win them.
3. Photos that show the truth
Shoot on a plain dark or white cloth in soft daylight. Show the front, the back, the clasp and one photo worn. Put a coin or ruler next to small pieces so buyers can judge the size.
4. Handle daily price changes
Gold prices move every day. Update prices from your admin panel when rates change, or list heavier pieces as "price on request" with weight and making charge shown, and confirm the final amount on WhatsApp.
5. Start with lighter pieces
Studs, chains, rings, silver and fashion jewellery are easier to sell online first. Once buyers trust you, heavier pieces follow.
6. Ship safely
Use an insured courier service. Pack gold in a plain outer box with no jewellery branding, sealed with tamper-proof tape. Share the tracking number with the buyer.
7. Payments
For gold, ask for full payment online or take an advance before dispatch. Cash on delivery works better for silver and fashion jewellery. Always give a GST invoice.
8. A clear return and exchange policy
Say what can be returned, within how many days and in what condition. Many jewellers offer exchange instead of refund for gold. Write it simply on the product page.
Mistakes to avoid
- Selling gold without HUID details.
- Photos with heavy filters that change the colour.
- Hiding the making charge.
- Shipping without insurance.
Our online stores let you list weight, purity and making charge for each piece, take UPI and cards through Razorpay, collect an advance with partial COD on Pro and Elite, and issue GST invoices. See ecommerce websites for jewellers or jewellery ecommerce website in Chennai.
FAQs
Is HUID required for gold jewellery?
Yes. Gold jewellery sold in India must carry a BIS hallmark with a 6-digit HUID.
How do I handle daily gold price changes online?
Update prices from the admin panel, or show heavy pieces as price on request and confirm on WhatsApp.
How should I ship gold jewellery?
With insured courier in a plain, sealed outer box with no jewellery branding.
Should I offer COD on gold?
Usually not. Take full payment or an advance online; COD suits silver and fashion jewellery better.
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