How to Sell Jewelry Online: Best Platforms for Bigger Profits

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Whether handmade or hand-me-down, you can sell your jewelry online as a way to make extra money or even start your own jewelry selling business. Here are the best places to sell your jewelry and tips for earning the most.

Written by Jeff Proctor Last Updated: September 6, 2024

Reviewed by Ben Huber

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Selling your jewelry online offers a practical alternative to traditional options, such as pawn shops or local jewelers, where you’re unlikely to get top dollar for your items.

Whether you’re looking to cash in your gold jewelry or watches, or you’re an artisan who creates handmade pieces, the internet provides a range of platforms that cater to different types of jewelry sellers.

This guide explores the best platforms to sell on, pricing strategies, and tips for creating effective listings to help you get the most out of your sales.

In This Guide show

Where to Get Started

Understanding your market is crucial when selling jewelry online. Whether you’re selling handmade or pre-owned, knowing your audience will make a big difference.

Pre-Owned Jewelry

If you’re looking to sell pre-owned jewelry quickly for cash, focus on platforms that cater to buyers seeking value. Consider factors like the brand, condition, and demand.

>> Jump to Selling Pre-Owned

Handmade Jewelry

If you’re selling handmade jewelry for income, choose platforms where creativity shines. Focus on building a brand, staying on trend, and showcasing craftsmanship.

>> Jump to Selling Handmade

Selling Pre-Owned Jewelry Online

If you have jewelry that you no longer wear or inherited pieces you want to sell, these online marketplaces offer a convenient way to reach a large audience and fetch a better price than selling to local pawn shops.

Best Platforms for Selling Used Jewelry

1. Worthy

Worthy is an excellent platform for selling valuable jewelry, especially items like precious metal rings, necklaces, bracelets, earrings, loose diamonds, and high-end watches. Unlike broader platforms like eBay, Worthy operates on a smaller scale, connecting sellers with a curated network of over 1,000 professional buyers who are specifically interested in high-value items. What sets Worthy apart is its auction-based model, where your jewelry is authenticated, appraised, and presented to vetted buyers.

Why Worthy?

Worthy handles shipping, insures your valuables up to $100,000, and manages the auction process, ensuring your items are well-protected and marketed to serious buyers. Their professional appraisal and authentication add legitimacy, while the reserve price feature gives you control over the minimum sale amount.

Tips for Success:

To maximize your results on Worthy, clean your jewelry and include any original documentation, such as certificates, to boost buyer confidence and bids. When the auction starts, you can negotiate or reject the reserve price offered based on appraisal, but once accepted, you’re committed to selling. Keep in mind that Worthy’s fees can be high, especially for lower-value items, so factor that into your pricing.

Worthy’s Fee Schedule:

Up to $5,000: 18%
$5,001 – $15,000: 14%
$15,001 – $30,000: 12%
$30,001 and above: 10%

2. eBay

eBay is a versatile platform for selling pre-owned jewelry, ranging from vintage and everyday pieces to high-end luxury items. With a global audience and flexible listing options, eBay allows sellers to reach a broad range of buyers. You can choose between auction-style listings or fixed prices, providing flexibility in how you market and sell your jewelry. eBay’s feedback system also helps build trust, encouraging potential buyers to engage with your listings.

Why eBay?

eBay’s massive user base significantly increases your chances of finding a buyer at a competitive price. It offers options for selling items at various price points, from fashion rings to luxury pieces like diamond necklaces. The auction feature can drive up prices for in-demand or unique items, while the “Buy It Now” option lets sellers close quick sales. However, managing listings requires effort, including creating accurate descriptions and high-quality photos.

Tips for Success:

To get the best results on eBay, craft detailed, honest descriptions and include all relevant details like metal type, gemstone characteristics, and any certifications. Use high-quality photos to showcase your items from different angles. When deciding between auction and fixed-price listings, consider your item’s uniqueness. Auctions work best for rare or high-demand items, while fixed pricing suits more common pieces. Be mindful of eBay’s fees, and incorporate them into your pricing strategy.

eBay’s Fee Schedule:

Up to $5,000: 15% + $0.30
Above $5,000: 9% + $0.30

3. The RealReal

The RealReal is another top platform for selling luxury, designer, and high-end jewelry, focusing on authenticated pieces from brands like Cartier, Tiffany & Co., and Rolex. Catering to a discerning, high-end audience, The RealReal handles much of the process for you, from professional photography to pricing and authentication, making it an excellent option for premium items.

Why The RealReal?

The RealReal is renowned for its strict authentication process, building trust with buyers and often leading to higher sale prices for authentic luxury pieces. The platform markets your items to a niche audience that values quality and authenticity, taking care of everything from professional photography to setting a price based on market demand. This streamlined, hands-off approach is ideal for those looking to sell designer jewelry with minimal effort.

Tips for Success:

Before listing your jewelry on The RealReal, it’s important to ensure your items meet their luxury standards, which focus on high-end brands like Cartier, Van Cleef & Arpels, Rolex, and valuable gemstones. If your items fall outside these categories, The RealReal may not be the best platform for you.

The platform handles professional photography, writing descriptions, and pricing based on market demand, but you can increase your chances of success by preparing your jewelry. Make sure your pieces are clean and well-maintained, and include original packaging, certificates, or receipts when possible, as these boost buyer confidence and increase your item’s value. Highlight any designer signatures, hallmarks, or engravings to attract more interest.

The RealReal’s fee structure can be particularly steep for lower-value items, with fees reaching up to 70-80% for items under $150. This makes selling lower-priced items less profitable, as a significant portion of the sale goes to the platform. For such items, it may not be worth listing on The RealReal altogether, especially considering the high fees relative to the return.

The RealReal’s Fee Schedule:

30% fee for sales of $750+
35% fee for sales of $300 – $749
45% fee for sales of $200 – $299
55% fee for sales of $150 – $199
70% fee for sales of $100 – $149
80% fee for sales of $0 – $99

Expert Resources:

4. Other Platforms

Aside from these specialized platforms, you might also consider Poshmark or Mercari for more casual jewelry sales or Craigslist and Facebook Marketplace for local buyers, though these options may come with more safety concerns.

Case Study #1: $30,000 in Profit Selling Pre-Owned Luxury Jewelry

David W., a jewelry seller specializing in luxury pre-owned pieces, has successfully transitioned from selling locally to running a thriving online business. Focused on high-end brands like Cartier and Tiffany & Co., David has found significant success using platforms like The RealReal and eBay. While the shift to online selling presented challenges, David’s strategic approach has led to impressive results.

Click to expand the Case Study below

Getting Started

Initially, David found it difficult to sell his collection of inherited and pre-owned luxury pieces. “I tried going to local pawn shops, but they offered me such low prices that it didn’t feel worth it,” David explained. Realizing that selling online could help him reach a wider audience and secure better deals, David started exploring various selling apps. After some research, he decided to list his high-end items on The RealReal and use eBay for more moderately priced pieces.

“The RealReal was perfect for my Cartier bracelet and diamond earrings because they handled the appraisal and authentication process, which helped me get the best price,” David said. “For eBay, I focused on items under $1,000, like silver pieces and gold necklaces that still had value but didn’t need professional verification.”

Challenges Along the Way

One of David’s initial challenges was ensuring his listings stood out in a competitive online marketplace. “There are so many sellers out there, especially on eBay, so I knew my photos and descriptions had to be top-notch,” he recalled. To enhance his listings, David invested in a lightbox and used a professional camera to capture clear, detailed images of his jewelry. “Good photos can make a world of difference — they show the real value of your item.”

Pricing his jewelry was another hurdle. “I was overpricing some of my items at first and they just weren’t selling,” David admitted. After conducting more market research and analyzing completed sales, he adjusted his pricing to align more closely with what buyers were willing to pay. “Once I found the right price range, my items started selling faster.”

Strategies for Success

One of David’s key strategies has been to optimize his listings with detailed descriptions and a strong focus on transparency. “I always highlight any flaws, no matter how small. It builds trust with buyers, and that trust led to more positive reviews,” he explained. Additionally, David used eBay’s promotional tools, such as “Buy It Now” and “Best Offer,” to give his listings more visibility and flexibility for potential buyers.

Shipping is another critical part of David’s process. “For higher-value items, I offer free, insured shipping. It’s important to give buyers peace of mind when they’re spending that much money,” he said.

Results

Since making the leap to online selling, David has seen remarkable results. “In the past year alone, I’ve sold over 50 pieces of pre-owned jewelry, making around $30,000 in profit,” he shared. “It’s been a rewarding experience to know that I’m getting a fair price for these items, and I’ve built connections with buyers who really appreciate the jewelry.”

David’s advice to others looking to sell pre-owned luxury jewelry online? “Do your research and don’t rush the process. Quality photos, accurate descriptions, and transparency go a long way. For high-value items, The RealReal is a great platform, but for anything else, eBay is fantastic if you’re willing to put in the effort.”

How to Prepare Your Jewelry for Sale

Whether you’re selling handmade or pre-owned jewelry, following these tips to help present your items in the best possible light.

1. Appraisal and Valuation

Before listing your jewelry for sale, we recommend getting an appraisal for items likely to be valued at $500 or more. An appraisal provides a professional estimate of your jewelry’s worth, helping you set a fair price and instilling confidence in buyers about the item’s authenticity. Platforms like eBay require you to handle this yourself, while others, such as The RealReal and Worthy, include appraisals and authentication as part of their process for items like diamond rings, gold jewelry, or designer brands.

If your jewelry hasn’t been appraised recently, take it to a certified jeweler or gemologist for an updated valuation. Request a written appraisal that includes key details such as gemstone carats, metal purity, and any unique design elements. For branded or luxury pieces, original certificates of authenticity can further enhance the item’s value and buyer appeal.

2. Cleaning and Presentation

A clean, well-presented piece of jewelry can make a world of difference in how buyers perceive it. Even if the item is pre-owned, proper cleaning and polishing can enhance its appearance and increase its perceived value. For handmade jewelry, ensure that your items are polished and presented professionally before photographing them.

Depending on the type of jewelry, different cleaning methods may be required. For gold and silver pieces, use a polishing cloth to remove tarnish and restore shine. Gemstones may require more delicate care—clean them with a soft cloth and warm soapy water. If you’re unsure, it’s worth taking your item to a professional jeweler for cleaning, particularly if it’s a luxury or antique piece that requires special care.

3. Photography and Lighting

High-quality photographs are one of the most important factors in selling jewelry online. Since buyers can’t examine the item in person, they rely on detailed images to make purchasing decisions. Clear, well-lit photos from multiple angles help buyers see the true condition and details of the piece.

Use a clean, neutral background that contrasts with the jewelry to make it stand out. Take multiple shots, including close-ups that highlight key features like gemstones, engravings, or hallmarks. Use natural lighting or soft, even lighting to avoid harsh shadows or reflections that can obscure details. You can also include lifestyle shots that show how the jewelry looks when worn. If your budget allows, consider investing in a lightbox or professional photography service to really make your pieces shine.

4. Authenticity Verification

If you’re selling luxury or branded jewelry, authenticity is critical to building trust with potential buyers. Many buyers are hesitant to purchase high-end items without some form of proof that they’re genuine. Providing authenticity documents or certificates of appraisal not only boosts buyer confidence but can also increase your asking price.

If you don’t already have proof of authenticity (such as certificates from brands like Tiffany & Co. or Cartier), it may be worth getting the piece authenticated by a professional before listing it. Again, some online platforms like Worthy and The RealReal will authenticate the item for you as part of their process, but for independent selling platforms like eBay, having verification documents upfront can help your listing stand out.

Pricing Strategy for Used Jewelry

Setting the right price for your pre-owned jewelry is crucial to making a sale while maximizing your profit. Here’s how to strike a balance by considering factors like supply and demand, the condition of the piece, and any associated fees from the platform you’re using.

Market Research 📈

Before listing your jewelry, it’s essential to research the current market. Take time to browse similar items on the platforms you’re selling on — whether it’s eBay, The RealReal, or another site. Look for items that closely match yours in terms of brand, material, and condition.

Pay attention to both active listings and completed sales to get a realistic idea of what similar pieces are selling for. Completed sales give you a concrete sense of what buyers are actually willing to pay, as opposed to what sellers hope to get.

Condition and Age 💍

The condition and age of your jewelry play a major role in determining its value. Pieces in mint condition or with minimal wear will command higher prices, while jewelry with scratches, missing stones, or tarnish will likely sell for less. The age of the piece can also affect its price — antique or vintage jewelry often carries a higher value due to rarity, craftsmanship, and historical significance.

Pro Tip: Be honest about the condition of your jewelry in your listings. If your piece has visible signs of wear, such as a scratched surface or a loose setting, be sure to factor that into your price. Conversely, if your item has been well-maintained or is in near-mint condition, don’t be afraid to set a higher price to reflect its superior state.

Brand and Designer Value 💎

If your jewelry comes from a well-known designer or luxury brand, such as Cartier, Tiffany & Co., or Van Cleef & Arpels, it can significantly impact its value. Branded jewelry tends to retain or even appreciate in value over time, especially if it comes with original packaging, certificates, or proof of authenticity.

Highlight the brand prominently in your listing title and description, and if possible, include documentation that verifies its authenticity. Jewelry from luxury brands often has a built-in audience of buyers specifically searching for those names, which can allow you to set a higher asking price.

Appraisals and Certifications 📜

For higher-value items, such as those featuring diamonds or rare gemstones, having an official appraisal or certification can help justify a higher price point. If your jewelry has been appraised, mention the appraised value in your listing. This not only helps you set a fair price but also reassures buyers that your price is based on an expert’s evaluation. For gemstones, certificates from reputable organizations like the Gemological Institute of America (GIA) or the International Gemological Institute (IGI) can further increase the perceived value of your piece.

Flexibility and Negotiation 🤝

Some platforms, like eBay, allow for more flexible pricing strategies, such as accepting offers from buyers or setting a range for negotiation. Being open to offers can make your item more attractive to buyers who are looking for a deal, but it’s important to set boundaries so you don’t sell for less than your jewelry’s worth.

Set a minimum price in your mind before accepting offers, and use market research as a guide to determine how low you’re willing to go. If you’re on a platform that allows direct communication with buyers, be open to negotiating but remain firm on a price that reflects the item’s value. On auction-based platforms, set a reasonable starting bid that encourages interest but isn’t so low that it undervalues the piece.

Factoring in Platform Fees 💵

Many online selling platforms charge fees for listing items or take a percentage of the final sale price. Be sure to factor these fees into your pricing strategy so that they don’t eat into your profits. For example, eBay charges a final value fee, while The RealReal takes a commission based on a tiered structure.

Calculate the total amount you’ll earn after fees are deducted and price your jewelry accordingly. Consider setting your price slightly higher to compensate for the platform’s cut, but make sure it’s still within a competitive range. Knowing the fee structure ahead of time will help you avoid surprises and ensure that you get the most out of your sale.

Selling Handmade Jewelry Online

Selling handmade jewelry online offers a fantastic opportunity to build a sustainable income stream while showcasing your creativity. Unlike offloading pre-owned jewelry as a means for earning quick cash, success in this space involves selecting the right platform, presenting your products effectively, and developing a strong brand over time.

Best Platforms for Selling Handmade Jewelry

1. Etsy

Etsy is one of the world’s most popular platforms for selling handmade goods, including jewelry. Known for its focus on unique, artisan-crafted items, Etsy attracts a large audience of buyers specifically seeking custom-made or personalized products, making it an ideal platform for jewelry creators who want to showcase their craftsmanship.

Why Etsy?

Etsy’s vast customer base and reputation as the go-to marketplace for handmade and artisan goods make it an excellent choice for jewelry sellers. The platform’s large audience is actively searching for one-of-a-kind items, offering a significant opportunity to build a dedicated following and generate long-term income.

Tips for Success:

To succeed on Etsy, focus on optimizing your product listings with high-quality photos, detailed descriptions, and relevant keywords to increase search visibility. Take advantage of Etsy’s built-in advertising tools and participate in promotions to boost traffic to your shop. Engaging with customers through personalized service and offering unique packaging can also enhance your brand and encourage repeat business.

Expert Resources:

2. Amazon Handmade

Amazon Handmade is a platform dedicated to artisans selling handmade products, offering access to Amazon’s massive customer base. While it provides a larger marketplace, Amazon Handmade is more selective, requiring sellers to apply and be approved before listing items, ensuring a curated collection of quality goods.

Why Amazon Handmade?

Amazon Handmade offers a curated experience, allowing your products to stand out among high-quality, handmade goods. Additionally, you can leverage Amazon’s extensive infrastructure, including Fulfillment by Amazon (FBA), to handle shipping, packaging, and customer service, streamlining your business.

Tips for Success:

To thrive on Amazon Handmade, ensure your products meet their quality standards and focus on creating compelling listings with high-quality images and descriptions. Use Amazon’s tools for managing inventory, orders, and customer communication efficiently. Consider enrolling in FBA to simplify fulfillment and benefit from Amazon’s trusted shipping services, improving your customer experience and chances for repeat purchases.

Expert Resources:

3. Shopify

For those seeking a more personalized shopping experience, Shopify allows you to build your own online store from scratch. Unlike marketplaces like Etsy or Amazon Handmade, where your products compete with others in a shared space, Shopify gives you full control over your brand and customer experience. While it requires more effort in terms of setup, marketing, and management, Shopify enables you to create a fully customized storefront tailored to your vision.

Why Shopify?

Shopify offers extensive customization options, allowing you to design a unique, branded e-commerce site. Unlike other platforms that handle most of the logistics for you, Shopify gives you full control over everything—from design and pricing to customer interactions. With integrations for social media and marketing tools, it’s ideal for sellers who want to build a long-term, scalable business on their own terms.

Tips for Success:

To thrive with Shopify, invest in designing an engaging and visually appealing store. Prioritize SEO to improve visibility in search engines and leverage Shopify’s robust analytics tools to monitor your store’s performance. Using social media and email marketing integrations can help you drive traffic and build customer loyalty.

Expert Resources: