Is Etsy Good For Jewelry? Basic Facts (Explained)

Jewelry is one of the biggest markets on since the site started. From metalworking to refining gemstones, and even wooden jewelry and accessories, you can find almost anything on the Etsy marketplace!

If you know where to look, of course.

Establishing yourself as a jeweler on Etsy can take a lot of time – even years – before you become an established seller with a large following.

For many Etsy shops, this is their dream, and they do what it takes to make that dream a reality.

Is Etsy good for jewelry?

More and more, customers are moving away from chain jewelers and expensive department store brands. Instead, they want a customized, handmade look and feel to their most precious purchases of engagement rings and promise rings to vintage heirlooms that they will pass down to the next generation.

This makes Etsy the perfect place to buy and sell jewelry – especially for beginners.

What Type of Jewelry Sells Best on Etsy?

Jewelry is a huge category on that spans over millions of products that most shops have been selling for years.

If you want to find out what is bestselling on Etsy, you have to do a little research. Fortunately, here on Techpenny, we have done a lot of that research for you!

The most popular categories of jewelry on Etsy are:

  • Rings
  • Necklaces
  • Bracelets
  • Charms

Each of these categories is incredibly broad, but the specific thing that they all have in common is this: customization.

Customizing a piece of jewelry, whether it be engraved, reshaped, designed from scratch, or made to order, is the perfect way to stand out as a jewelry shop and stay above the competition.

Jewelry & Demographics

Jewelry on is geared mostly toward women – usually for charm bracelets or one-of-a-kind engagement rings.

This means that the style of jewelry takes on a specific look that appeals to women or those who identify as women. Most jewelry has delicate chains, soft colors, and bright or pastel gemstones and colors.

Furthermore, you are more likely to find friendship necklaces that say “this girl” & “that girl” than ones made for men.

The more famous of these Etsy shops are ones like MignonandMignon
with over 350,000 sales in rings, necklaces, and customized bracelets and tags geared toward women and gifts.

Men & Masculine Products

Now, that’s not to say that there are not amazing pieces of jewelry out there for men on

In fact, some of the more popular shops like PillarStyles have incredible unique wedding bands for men made from wood, tungsten, whiskey barrels, and more.

This unique take will help them stand out from millions of women’s ring shops.

Knowing your product and the demographic you are looking to sell to is crucial when deciding how to start your store.

Your Product & Market Research

If you’ve got a product you want to sell in the “jewelry” category on, you better make sure that you know what your unique “niche” is.

For example, picking your brand and sticking to it is crucial – you should never do a 180-turn on what initially made you successful in the first place. Instead, find your “thing” and pursue it to the end!

Just like PillarStyles utilized unique materials like whiskey barrels in their jewelry, consider what your unique thing will be.

Once you have established a unique brand, niche, gimmick, or style, your fans will come back again and again for that thing that you provide that other shops don’t!

Most of all, do your market research before you begin, and don’t make the mistake of being “just another jewelry shop.”

Is Jewelry Cheaper on Etsy Than in Regular Shops?

Etsy shoppers love to get their jewelry on Etsy because it is unique – not necessarily cheaper.

For example, Zales’ customized diamond engagement rings prices start at $1,200, with their “clearance” rings coming in at about $800.

On Etsy, you have to be a bit more careful about how you search for “diamond engagement ring” and make sure to only buy from really good, verified shops with great reviews from customers.

If you do find a legitimate diamond engagement ring on Etsy, you’re probably looking at about the same prices as Zales in the $800-$1,200 range.

Customization and One-Of-A-Kind Style

However, the big difference is that an engagement ring from Etsy may have another level of customization, design, or unique materials within them to really make them stand out!

For example, a standard ring from Zales could be worn by any number of men or women for their engagement or wedding bands. On Etsy, you may find something that is one-of-a-kind that no other person will wear!

Furthermore, you have the option to work closely with the Etsy seller to get the exact idea that you want to be translated into a one-of-a-kind ring that you can treasure forever.

How is the Competition on Etsy for Jewelry?

If you were to go onto now and search “jewelry,” you would see over 18,000,000 results and over 250 pages to sift through to find something that you are interested in.

Furthermore, most of those eighteen million results are ads that were paid by shop owners to get them on the front page of results – and those are usually the highest bidders on Etsy Ads.

This means that brand new sellers are going to struggle to be noticed right away when it comes to selling jewelry on

However, there is good news!

Uniqueness Kills Competition

The good news is that the more unique your shop is, the less competition you will have.

For example, as we mentioned about PillarStyles before (see reference link below), their rings have incredibly unique and high-quality materials such as:

  • Damascus
  • Tungsten
  • Whiskey Barrel Wood
  • Meteorite
  • Deer Antler

Because of this uniqueness to their shop, PillarStyles stands out from the competition and cashes in on their incredible ingenuity.

If your shop also carries this sort of unique take on jewelry on Etsy, you too could stand out from the competition.

What Are the Best Jewelry Stores on Etsy?

There are hundreds of incredibly popular shops on Etsy for jewelry.

Necklaces, rings, bracelets, and customized gifts abound at these amazing shops that have sold over hundreds of thousands of products over the years on

We’ve listed a few here for you:

  • TomDesign – Classic, Minimalist, Handmade
  • MignonandMignon – Classic, Minimalist, Handmade
  • PillarStyles – Classic, Minimalist, Handmade
  • Kurafuchi – Minimalist & Handmade
  • LoveAlwaysGalicia – Vintage

Note: see reference links below at the end of this article to view each store. We at Techpenny do not receive a commission for choosing these stores.


What you might find when looking for wedding or bridesmaid gifts, TomDesign has that classic, “Zales” feel to it without being a chain or franchise.

Advertised more toward women, TomDesign has sold over 143,000 products since starting on Etsy in 2008.

TomDesign has that classy, elegant style that most modern brides and grooms look for when it comes to making great gifts for weddings.


Mentioned earlier in this article, MignonandMignon is in the same vein as TomDesign, but with way more sales.

Coming in at over 360,000 sales since 2017 on Etsy, MignonandMignon have really stood out as a brand you can trust and depend on for not only wedding-related gifts, but for customized trinkets, necklaces and bracelets for many occasions.

Their color pallets focus on that rose-gold, softer pastels that many Etsy shops like to adopt when advertising toward women or feminine styles and influences.


One of our favorites, PillarStyles are definitely geared toward men and the amazing things you can do with unique materials.

Since starting their Etsy shop in 2017, they have sold almost 6,000 rings and have a five-star rating on their shop.

While this isn’t as much as the others, PillarStyles also has its own website outside of Etsy that accounts for much of its revenue.

Their uniqueness and attention to detail make them one of the more popular shops out there for men or traditionally masculine rings and wedding bands.


Kurafuchi is a fantastic jewelry shop with over 44,000 sales since 2007.

Their minimalist style sets them apart from classic sellers by providing customers with gorgeous, simple items.

They also advertise their shop as “Boho” and made in Paris, France.

From simple gold rings with studded stones and gems to pastel-style gold bracelets and necklaces, Kurafuchi is great for a simplistic style and an earthy shine!


LoveAlwaysGalicia is our vintage pick for this list.

LoveAlwaysGalicia offers polished and refurbished rings from several different decades and has great reviews on their site.

These engagement rings can range from as recent as the early 1990s to rings from as late as the 1940s.

Since 2012, LoveAlwaysGalicia has sold over 3,500 products to customers with an average star-rating of five stars!

Can You Trust Etsy When It Comes to Gold, Diamonds, etc.?

As we mentioned above in this article, you have to be VERY careful when buying jewelry from Etsy sellers online.

There are many sellers out there who will try to scam customers, but their shops don’t usually last very long. Still, you will want to make sure you are buying from shops that have great reviews, customer testimonials, and include detailed product descriptions.

In our article – Does Etsy Sell REAL Gold, Diamonds & Jewelry? – we discuss some tips and tricks to finding online shops that make an effort to show their validity – and how to identify real products from fake.

We also discuss shops that work hard to make the customer’s experience a great one!

Whether you’re buying an engagement ring or just something sweet for a friend, you want to make sure you know how to tell real gold and silver from fake, and how to identify proper gemstones.

For more information, check out our other article!

Other Jewelry-Related Items to Look for on Etsy

If you’ve already picked out that necklace or ring on Etsy, you may want something to go with it, such as jewelry boxes, holders, chests, cabinets, or organizers.

Well, Etsy has those, too!

There are hundreds of these products to choose from in varying levels of quality, from plastic to hardwood or even metal containers!

Shops like winterhillcrafts on Etsy offer several kinds of wooden trinket boxes and jewelry holders and organizers. From memory boxes to keyrings and jewelry boxes, they’ll have what you need with a personalized touch!

If you’re looking for something in particular, though, make sure to include those words in the search bar – or else end up wading through thousands of options!


MignonandMignon – Etsy Shop

PillarStyles – Etsy Shop

TomDesign – Etsy Shop

LoveAlwaysGalicia – Etsy Shop

Kurafuchi – Etsy Shop

Winterhillcrafts – Etsy Shop

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