Top Jewelry Ecommerce Trends in 2025:

What to Expect and Prepare For

Nowadays, quality alone isn’t enough to impress customers — it’s an expected standard. Given that the online jewelry market is becoming increasingly competitive every year, business owners need to look for innovative ways to promote their online stores. To achieve this, it’s essential to stay updated with the latest jewelry ecommerce trends.

Today, website visitors seek a pleasant experience when browsing and placing orders, expect quick delivery, and want assurance that the product will meet their expectations. For this reason, we’ve analyzed the key trends that are relevant today and will continue to be significant in 2025. Additionally, in this article we provide practical advice on how to implement these trends on your website.

#1 Reaching International Audiences: a Borderless Jewelry Ecommerce Trend

Beauty has no boundaries, and market potential for selling your elegant jewelry shouldn’t either. If you haven’t explored international markets yet, it’s time to consider doing so.

Entering the international market is not just about increasing sales. If one market slows down, a global presence provides a safety net. Moreover, global brands become part of international discussions, shape culture and leave a lasting legacy. If you think it’s not for you, consider Pandora. It started as a small Danish jewelry shop in 1982. Today, it is a worldwide brand, known for its customizable charm bracelets, and presence in over 100 countries.

Another reason to expand online sales geography is market research. For example, recent studies show that about 70% of online shoppers make purchases outside their country.

Start with countries that are culturally similar to yours. In these cases, you mostly need to create a multilingual version of your website and partner with international carriers. However, if you plan to expand into new international markets with distinct cultural or economic differences, thorough market research is essential. What resonates with a European audience may not work for an Asian one. Without this preparation, your advertising could miss the mark entirely, resulting in wasted efforts. The key to success here is gradual expansion — slow but steady wins the race.

Let’s explore how you can prepare your online jewelry store for international expansion to close countries.

Build the multilingual website

Sure, it’s better to ask a professional translator for help. However, AI tools can provide quite good translation quality today. This is a great option for small jewelry stores that need a cost-effective and fast solution. For example, you may use Weglot which is compatible with all popular website builders.

Whichever translation method you use, you will end up with separate versions of the site for each language. Different CMSs provide different ways of interacting with them:

• Magento multi-store functionality allows you to manage multiple language storefronts from one admin panel and supports separate domains or subdomains
• Shopify markets feature enables you to sell in multiple languages and currencies and manage inventory centrally across all language versions
• BigCommerce multilingual support suggests support for domains or subdomains and centralized management of inventory and promotions across different languages

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Cooperate with international delivery services

Expanding into global markets requires reliable shipping solutions. So choose established international delivery services to ensure your customers receive their pieces on time and in good condition. Here are some of such services:

• DHL Express offers fast, reliable worldwide delivery with tracking and customs clearance support
• FedEx International specializes in express services for urgent deliveries, with global coverage and strong customer support
• UPS Worldwide provides flexible shipping solutions and efficient logistics for businesses of all sizes
• USPS International is a cost-effective option for international shipping from the U.S., ideal for smaller businesses
• TNT Express focuses on European and global delivery, offering fast shipping and tracking features

To organize cooperation, follow these steps:

• 1. Research potential delivery partners based on your target regions
• 2. Evaluate shipping costs, delivery times, and customer service
• 3. Sign contracts to fix the terms and conditions
• 4. Integrate the service with your website to provide real-time tracking and automated shipping options. To simplify this stage, there are ready-made solutions — third-party extensions developed for different CMSs. They are quickly and easily integrated into your website
• 5. Test the service with a few orders to ensure quality before fully launching

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#2 Sustainability: an Emerging Jewelry Industry Trend

Consumers, especially younger generations, are now more conscious of the environmental and social impacts of their purchases. They prefer brands that prioritize sustainability, which has led to a shift in the industry towards more responsible practices.

Sustainability in the jewelry industry refers to the practice of creating jewelry in ways that do not deplete natural resources or harm the environment. This includes using recycled materials, ensuring ethical sourcing of gemstones and metals, and minimizing the carbon footprint of production processes.

One notable example of a jewelry brand that has successfully embraced sustainability is Pamela Love. The company strives to reduce its environmental impact by using recycled metals and ethically mined gemstones, ensuring that no new mining is required.

So how do you implement this trend on your website? Here are some strategies to effectively use it.

Highlight sustainable practices

If you are concerned about sustainability and adhere to its principles in relation to the products on your website, don’t hesitate to claim this:

• Inform visitors about the use of recycled materials, ethical sourcing, and other sustainable practices. You can write this on the “About us” page, product pages, etc.
• Display certifications like as The Climate Neutral Certified Standard or ISO 14001 from International Organization for Standardization that verify your sustainable practices
• Share stories about the artisans who make your jewelry, the journey of the materials, and the positive impact of your sustainable practices

However, if your business is not yet environmentally oriented, is there anything you can do right now?

Start with eco-friendly packaging

Consider using recyclable or biodegradable packaging materials. Be sure to highlight this on your site pages, just as we recommended in the previous point.

Eco-packaging enhances the unboxing experience for your customers. Using aesthetically pleasing, sustainable materials make your products feel more premium and thoughtful. This attention to detail leaves a lasting impression, encouraging repeat purchases and positive reviews.

What if the packaging idea isn’t enough for you?

Use lab-grown diamonds for fine jewelry pieces

Lab-grown diamonds are becoming a cornerstone of sustainable jewelry. These diamonds, created in laboratories, offer the same brilliance and durability as mined diamonds but with a significantly lower environmental impact.

Additionally, these diamonds are not only ethically sourced but also often more affordable, allowing you to offer high-quality pieces at competitive prices.

#3 Personalization: a Timeless Jewelry Market Trend

Personalization plays a key role in modern ecommerce by tailoring the online shopping experience to each customer’s preferences. To capture your customers’ hearts with irresistible offers, implement data collection capabilities on your website. This data includes:

• Browsing behavior. It includes tracking which products customers view, like, or save. This helps identify their preferences
• Purchase history. Past purchases provide insight into style preferences, so you can offer complementary items or new collections in the future
• User-generated data. Information about customer wishlists, reviews, or social media engagement helps to refine previous offers
• Demographic details. Data about location, age, and gender of customers helps in offering region-specific products or promotions

So where to start collecting data?

Implement data collection in the Signup Form

This is the easiest option to get started collecting user data, which most CMSs provide out of the box. Just remember, the form should contain only the minimum required fields. No one wants to fill out a sheet with 30 questions. It’s also best to explain why you need this data. For example: “Enter your date of birth, and we will suggest you a gift for your celebration.”

By the way, Kendra Scott’s website offers a feature where customers receive a considerable discount on the company’s products on their birthdays.

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Get the most out of modern AI capabilities

According to statistics, 71% of consumers prefer personalized recommendations. At the same time, сompanies that have implemented AI to personalize content see a 20% increase in conversion rates.

By integrating AI, jewelry stores can analyze data from all site visitors (not just subscribed clients!). This enables them to suggest personalized product recommendations, exclusive discounts, and personalized offers that resonate with your customers.

To improve personalization for your customers, you can use the following AI tools:

• Nosto offers AI-powered personalized product recommendations for ecommerce stores
• Tidio integrates AI chatbots that learn customer preferences and provide tailored assistance
• Klaviyo delivers personalized email campaigns
• LoyaltyLion uses AI to create customized loyalty programs based on customer behavior (for stores using Shopify only)
• MonkeyLearn (it is a part of Medallia Experience Cloud now): is an AI-powered sentiment analysis tool for understanding customer feedback and improving service

This is just a small part of AI’s capabilities, which are constantly improving. Make experiments with AI tools, find what works for your jewelry ecommerce business, and personalize your customer experience. In return, grateful clients will respond with loyalty and repeat purchases.

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#4 Customization: a Bespoke Trend in the Jewelry Business

Customization or creation of jewelry based on customer preferences, is another area for personalizing customer experience. If you think this trend is only suitable for the handmade sector, let us reassure you. Offering engraving services on wedding rings, pendants, etc. is already a great example of customization.

For jewelry factories with their own online stores, this trend is even more relevant. Offering customers the chance to create a unique piece of jewelry from standard components is a great example of customization! For instance, Brilliant Earth enables users to select metal types, diamond cuts, and additional features to craft their own unique jewelry piece.

If you’re ready to add such a service to your website, start looking for a suitable jewelry constructor.

Implement module for assembling jewelry pieces on your site

To create such modules, WebGL technology and JavaScript libraries based on it (Three.js, Babylon.js) are used most often. WebGL (Web Graphics Library) is a JavaScript API that enables rendering interactive 3D and 2D graphics directly within a web browser. It’s ideal for creating an immersive experience where users can view, rotate, and customize jewelry pieces in real-time.

Popular ecommerce platforms allow you to integrate the 3D jewelry builders, based on WebGL approach:

• 1. Shopify has third-party apps like Zakeke or Angle 3D Configurator that offer plug-and-play solutions for 3D customization.
• 2. Magento suggests third-party extensions like Custom Ring Builder. Additionally, the open-source nature of the Magento platform makes it flexible for custom development, allowing you to integrate WebGL-based custom jewelry builders.

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• 3. WooCommerce works well with 3D configurators through plugins like Product Configurator for WooCommerce or WP Configurator, which allow users to design custom products on your website.

Remember, even if you use ready-made apps or third-party extensions, you will likely need the help of developers to set them up correctly on your website.

Approve custom pieces with 3D printed models

If you decide to create custom jewelry based on clients preferences, having a 3D printer can simplify the process. Before manufacturing a piece in precious metals, it is advisable to print a 3D model for approval. This allows customers to see and feel the design before committing to the final product. It also reduces the risk of errors and ensures the finished product meets customer expectations.

While still a rare practice, it has significant potential to enhance customer satisfaction, offering a tangible preview and increasing confidence in the final design.

#5 UX Enhancements: an Engaging Marketing Strategy

Although this is not a new trend, it confidently retains its position as a must-have feature of a good ecommerce site. The more convenient your store is for visitors, the more likely they are to place an order on your website.

Next, let’s explore a few features of an online jewelry store that will make it easier for customers to choose the products they like.

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Use 3D visualization

One of the main challenges in selling jewelry online is that customers can’t physically interact with the pieces. They can’t feel the weight, see the sparkle up close, or appreciate the craftsmanship. This is where 3D visualization can make all the difference. It can increase conversions by offering a more detailed, interactive way to showcase your jewelry pieces online.

Incorporating 3D images or, even better, 360-degree product videos on your website gives shoppers the confidence to purchase, knowing they’ve seen the product in its entirety. For example, 360-degree product views from Blue Nile let customers inspect engagement rings and other fine jewelry from every angle.

Integrate virtual try-on solution

Virtual try-on technology based on augmented reality (AR) approach has revolutionized the online jewelry shopping experience. With AR, customers can virtually try on pieces of jewelry before making a purchase. This feature allows shoppers to see how a necklace, ring, or pair of earrings will look on them without physically trying them on, which helps eliminate doubts about fit and appearance.

To implement virtual try-on on your website, start by installing the appropriate application. Here are some apps compatible with popular CMS platforms:

• 1. Threedium (compatible with WooCommerce, Shopify, and Magento). It offers 3D and AR solutions specifically designed for the jewelry niche which allows your customers to virtually try on jewelry pieces.
• 2. Auglio (compatible with Magento, Shopify, WooCommerce, Wix, and others). It provides an AR virtual try-on feature and offers social media sharing capabilities.
• 3. Zakeke (compatible with Magento, Shopify, BigCommerce, and others). Zakeke offers both a 3D configurator and AR experience. Customers can not only view the jewelry in 3D but also personalize it in real-time.

Therefore, most of these modules offer virtual try-on, product customization, and other additional functions. So, by installing one application, you can meet various customer needs, making your website more attractive.

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#6 Instant Delivery: a Must-Have Feature for Jewelry Ecommerce websites

Our brains crave immediate gratification. Once we’ve purchased something, we want to use it as soon as possible. Therefore, when presented with similar options, consumers tend to choose the one with the fastest delivery. Offering instant delivery sets you apart from competitors.

Where to start improving the delivery service?

Automate order fulfillment

Automating your order fulfillment process is key to achieving instant deliveries. This includes everything from managing inventory to picking, packing, and shipping orders.

You can choose a fulfillment partner like ShipBob or ShipStation and integrate their apps with your ecommerce platform. This minimizes human errors, reduces the time between order and dispatch, and makes it easier to handle large order volumes, especially during peak times.

Alternatively, if you don’t want to use 3PL companies, you can build a strong inventory department within your company and implement custom order tracking solutions on your website.

Implement real-time delivery tracking

Live updates from the warehouse to the customer’s doorstep enhance their experience and build trust.

Integrate real-time tracking tools like AfterShip or Route directly into your ecommerce store. Thus, your customers will receive updates on their package’s journey via SMS, email, or in-app notifications.

Additionally, you can include a delivery timeline on product pages or offer different delivery options, like Tiffany & Co. do this.

#7 Targeting Younger Shoppers: a Trendsetting Approach in the Jewelry Ecommerce Business

Younger generations, particularly Millennials and Gen Z, dominate the online jewelry market. Capturing their attention requires a strategy that aligns with their shopping preferences and lifestyle. Let’s explore how to target these shoppers.

Develop mobile commerce

Younger shoppers are more likely to browse and shop on their mobile devices, so optimizing your site for mobile is a must. Here’s what you can do to cater to this trend:

• 1. Adopt a mobile-first approach. Make sure your website is mobile-friendly by using a responsive design. This means your site will automatically adjust to fit different screen sizes, ensuring a seamless experience whether your potential customers are using a phone, tablet, or desktop.
• 2. Develop a shopping app. Consider building a mobile app for your jewelry store. Apps provide a more personalized experience and can offer features like push notifications for promotions, personalized offers, and saved shopping preferences.
• 3. Streamline the checkout process. Use mobile payment solutions like Apple Pay, Google Pay, or PayPal One-Touch to make checkout fast and hassle-free. Younger shoppers tend to abandon carts if the checkout process is too long or complicated, so try to keep it short.

Use multichannel marketing

Customers from generation Z don’t just rely on one platform to shop or discover new products. They switch between social media, websites, and even apps. So, consider developing multichannel marketing strategy:

• 1. Leverage TikTok. TikTok is one of the fastest-growing social media platforms among Gen Z, so we recommend including this platform in your strategy. Create engaging short-form video content that highlights your jewelry collections. Use challenges, or even showcase behind-the-scenes footage which resonate with your audiences.
• 2. Invest in Instagram Shopping. Use Instagram Stories and Reels to promote your jewelry pieces, and Instagram Shopping to sell directly from your business account.
• 3. Arrange for influencer collaborations. Partner with micro-influencers who have a dedicated following of youngsters.
• 4. Create social proof. Encourage your customers to share their jewelry purchases on social media. To do this, you can create branded hashtags or offer incentives for user-generated content (UGC).

These tips can effectively attract and retain younger shoppers who are driving the future of jewelry ecommerce.

Final Thoughts

From international market entry and the rise of sustainability to personalization, the jewelry ecommerce landscape is filled with opportunities for innovative brands. Whether through AI-driven personalization, or augmented reality, modern technologies offer new ways to engage customers and improve the shopping experience.

The ability to adapt to changes in consumer behavior, especially among younger shoppers, will keep your store relevant and competitive in the ever-growing jewelry market. Therefore, consider integrating the trends into your business strategy for the coming year.

If you need advice on how to improve your jewelry business according to the trends, book a free 30-minute call with Whidegroup. Together, we’ll figure out which trends are right for your jewelry store and how to implement them without any hassle.

FAQ

What type of jewelry sells best?

The best-selling types of jewelry include engagement rings, necklaces, earrings, and bracelets. Additionally, in the fashion jewelry, minimalist designs, personalized pieces, and layered necklaces are trending. Custom jewelry, such as initial or name necklaces, also sells well, catering to consumers looking for personalization.

What is the jewelry market forecast?

The global jewelry market is projected to grow significantly, with a forecasted value of $482.22 billion by 2030. The lab-grown diamond sector and sustainable jewelry are also expected to expand rapidly, meeting consumer demand for eco-conscious alternatives.

What percentage of jewelry sales are online?

As of 2023, 22% of global jewelry sales were made online. And this figure is constantly growing as consumers continue to favor ecommerce platforms for their convenience, wider design choices, and competitive prices. It is expected that by 2027, the global online jewelry market will reach $117.3 billion, which means that the average annual growth rate of the online jewelry industry will be 19.56%.

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What jewelry is popular on TikTok?

Bold and vibrant jewelry trends prevail on TikTok. Chunky rings, oversized earrings, and colorful beaded jewelry have gained popularity among younger shoppers. Additionally, permanent jewelry, where bracelets are welded on without a clasp, has become a viral trend. Personalized pieces, such as name necklaces and zodiac-themed jewelry, also frequently trend on the platform, especially among Gen Z users.

What is the permanent jewelry trend?

Permanent jewelry involves custom-fitted bracelets or necklaces that are welded on and meant to stay on without a clasp. This trend is particularly popular for friendship bracelets or relationship tokens. Many jewelers offer permanent jewelry services in-store, where customers can select a chain, have it fitted, and watch as it is permanently welded.