How to sell bridal and imitation jewellery online in India — sets or pieces, photos on a person, honest words, and whether to show the price

TL;DR

• • Sets and pieces are different products for different buyers. List both and link them.
• • Photos on a person, plus the length, drop and weight in the description, plus a short video of the piece moving.
• • Words to avoid unless true: hallmarked, 22K, 916, 925, sterling, pure, real. Say gold-plated brass, kundan, polki-style, cubic zirconia.
• • Show prices on pieces and standard sets. Price on request only on bridal sets and one-offs.
• • Trust is built in writing: a returns page, your name and city, a video-call offer, an unboxing video.
• • The free Jewellery Store template has shop-by-price, finish photos and the Ask on WhatsApp button built in.

Sets versus pieces

A bridal set, the necklace, earrings and maang tikka, sometimes with a nath, a passa and haathphool, is a high-ticket sale to one buyer who will ask a lot of questions. A single pair of jhumkas is a quick sale to a guest who saw your reel. They need different pages.

• List the set once, with its full price or price on request, every piece named in the description, and a line about what can be customised: stone colour, chain length, a matching ring.
• List each piece on its own at its own price, with a line that says “Part of the Meera bridal set” and a link. The guest who only wants the earrings finds them; the bride who wants the whole thing finds that too.
• Use options for finishes and sizes. One product can carry “Finish: gold tone / antique / rose gold” and “Bangle size: 2.4 / 2.6 / 2.8”, each with its own price and stock, under the product’s Options. The Jewellery Store template shows finishes as photos rather than text.
• A bangle size guide goes in the “Size chart / info popup” card on the product, as an image the buyer taps to open.

A jewellery seller and a saree seller often share the same buyer in the same week. If you sell both, or want to pair with someone who does, how to sell sarees online in India covers the outfit side.

Photos on a person, and the numbers that go with them

A necklace on a velvet bust tells the buyer nothing about how it sits. A necklace on a neck tells them everything: the length, the drop, how it looks against skin and a blouse. You do not need a model; you need a friend, a window and a phone.

• Five photos per piece: on the person from the front, on the person from the side, a close-up of the stones and the finish, the back and the clasp, and the piece in your hand for scale.
• Daylight, one background. Stand beside a window in the morning, use a plain wall or a cream dupatta, and keep the same background for the whole store. Consistency reads as professionalism.
• Write the numbers. Necklace length in inches or centimetres, earring drop in centimetres, weight in grams, bangle size. Numbers stop returns from buyers who expected something bigger or lighter.
• One video. Ten seconds of the piece moving on a person, in the same light. Every SitesPlaced product can carry one video link and one Instagram reel under Video & Instagram, so the reel you already made does double duty.
• Do not over-edit. A gold tone that looks brighter in the photo than in the box is a return waiting to happen.

The general rules are in how to take better product photos.

Words to avoid unless they are true

Jewellery has a vocabulary of purity, and borrowing it for imitation pieces is the quickest way to lose a buyer’s trust, and possibly more than that. Hallmarking of gold jewellery is governed by the Bureau of Indian Standards (bis.gov.in); if you sell real gold or silver, learn the rules there and from your supplier, and show the mark in a photo. If you sell imitation jewellery, the honest words sell just as well.

• Avoid unless true: hallmarked, 22K, 18K, 916, 925, sterling, pure silver, real gold, solid gold, real kundan, real polki, certified.
• Say instead: gold-plated brass, gold-tone alloy, silver-plated, kundan work, polki-style stones, cubic zirconia (often called American diamond), glass stones, meenakari enamel, pearl beads.
• “1 gram gold” is a trade name for gold-plated jewellery, not a weight of gold. Say “gold-plated” and give the actual weight of the piece.
• “Anti-tarnish” is a claim about a coating. If you cannot say what the coating is and how long it has lasted on your own pieces, write care instructions instead: keep dry, store in the pouch, put on after perfume.
• “Handmade” only if it is, and say which part was made by hand.

This is not legal advice. If you sell real gold or silver, confirm your obligations with BIS, your supplier and a CA before you list.

Listed prices or “price on request”?

Many jewellery sellers hide every price and ask buyers to “DM for price”. It feels safer, and it loses the quick sale. Here is how the two approaches compare, and how they work on a SitesPlaced store.

On SitesPlaced you do not need a separate setting. A product you list with a price shows the price and Add to cart. A product you list without a price shows “Price on request” and an Ask on WhatsApp button that opens a chat already naming the piece and linking to it; without a WhatsApp number on the store, it opens your contact page instead. The piece cannot be added to the cart, so nothing is ever bought for ₹0 by mistake. This works on the Jewellery Store template and the other brand-style templates (Clothing, Home & Decor, Gifts and so on), not on the General, Premium or Simple Fashion stores. Add the Original price field when a piece is genuinely reduced, and the store shows the strike-through.

Trust: returns, video calls and unboxing

• A returns page, not a line. Write what can come back (unworn, with tag and box, within a stated number of days), what cannot (made-to-order sets; earrings, if you decide so for hygiene), who pays the return courier, and whether it is a refund or store credit. Under Settings → Pages & policies it gets its own page and address; link it from every product description. The free return policy generator writes a first draft, and our return and refund policy template explains each clause.
• Offer a video call before a set is bought. Ten minutes on WhatsApp video, the piece on you or your friend, in daylight. Write “Video call before you buy, just ask” on every set page. Most buyers will not take it, and all of them will trust you more for offering.
• Film an unboxing as you pack. Thirty seconds showing the piece going into the box, the box being sealed, the label going on. Send it with the tracking number. It ends most “it arrived damaged” disputes before they start.
• Put yourself on the store. Your first name, your city, your WhatsApp number, a photo of your workspace. Anonymous stores do not sell ₹8,000 sets.
• Badges that are true. Product badges such as “Easy Returns” or “Handmade” are free to add; use only the ones your policy actually backs.
• Reviews with Google star ratings and a Judge.me import are a Growth-plan feature (₹499 a month); turn them on once you have ten happy buyers to ask.

More on this in how to make customers trust your online store.

Payment, packing and the post

• Prepaid for sets, COD with a charge for pieces. Keep cash on delivery on, add an extra COD charge under Settings → Checkout so paying online is cheaper, and the refused-parcel problem mostly solves itself. Online and WhatsApp orders are never charged it.
• Each piece in its own pouch, in a box, in bubble wrap, in a carton. Earring posts bend and stones chip when pieces rub. Fill the empty space.
• Insure or declare high-value parcels with your courier where they offer it, and always send a tracked service. Book through Shiprocket or Shipmozo from the store, or hand to your local courier.
• Photograph the piece and the sealed box before dispatch. With the unboxing video, that is your record.

The Jewellery Store template, and the free plan

The free Jewellery Store template is built for exactly this: shop by price for the guest with a budget, finishes shown as photos rather than a dropdown, soft rounded cards, the price-on-request button for bridal sets, the size chart popup for bangles, and a video on every product. Other designs are compared in the best jewellery website templates of 2026. Changing template later means making a new store, so pick once.

The whole store is free: ₹0, 0% commission, unlimited products, UPI and cards through your own Razorpay, PhonePe or Cashfree account, cash on delivery, WhatsApp checkout, coupons, invoices and an address like yourbrand.sitesplaced.site. Starter at ₹199 a month (or ₹199 paid once for 30 days with no autopay, or ₹1,990 once for a year) adds your own domain and removes the badge, and on every paid plan a store’s pages answer about 4× faster than on the free plan, about 75 ms instead of about 330 ms in our 28 September 2026 measurements on live paid stores. “Answer” is the moment the page starts arriving on the shopper’s phone, before the photos load, which matters when a reel sends two hundred people to one earring at once.

The paperwork and set-up side, from choosing a name to connecting payments, is covered step by step in how to start an online jewellery business. The rest of the season’s guides are on the wedding season hub.

Frequently asked questions