About 16.7% of jewelry is bought online — that still equates to billions of dollars.
In fact, that number has doubled since 2021 and now accounts for nearly $60 billion of all jewelry sales. This means there’s plenty of opportunity for your jewelry store to shine online, especially as e-commerce continues to grow.
Implementing online changes can also be more cost-effective than in-store shopping, and it gives you actionable data to help you better understand your customers and make more informed decisions.
People are increasingly comfortable with purchasing big-ticket items online, including jewelry. With this year shaping up to be a sparkling one for online jewelers, staying ahead of emerging trends is key to keeping your business competitive.
From new technologies to evolving consumer behaviors, here are some jewelry e-commerce trends to watch in 2025.
Related Read: The What, Why, and How of Jewelry Content Marketing
Before diving into the details, it's important to note that jewelry shoppers are getting pickier. They want convenience, but they also crave a stronger connection with the brands they buy from. These are the trends you want to keep an eye on as you grow your online jewelry business.
Jewelry shoppers are drawn to pieces that feel one-of-a-kind. In 2025, this trend will continue to grow. Customers are no longer just buying jewelry — they want pieces that reflect their style, story, or sentiment. Whether it's custom gemstones, bespoke designs, or personalized engravings, shoppers are seeking jewelry that speaks to them.
Social media has made it easier for everyone to showcase their personal style — but it’s also made things feel a little too similar. With everyone jumping onto the next hot trend, personalization is what helps you stand out. There’s been a significant rise in custom jewelers who craft unique, meaningful pieces — from creating custom designs from scratch to adding personal engravings.
For jewelry businesses, offering customization tools on your e-commerce site is now a must. Imagine an online design studio where customers can choose materials, stones, and settings to create a piece that’s tailored to their exact vision. By embracing customization, you’re not just selling jewelry — you’re offering an experience that customers won’t find anywhere else.
Sustainability is no longer just a buzzword — it’s a movement sweeping through the jewelry industry. In 2025, shoppers will continue to favor eco-friendly and ethically sourced jewelry. As younger generations grow more concerned about the environment, their purchasing decisions reflect their values, with many choosing brands that prioritize sustainability.
The impact of traditional gemstone mining is under scrutiny, and rightly so — precious gems come from the earth, and extraction often leads to environmental damage. To appeal to eco-conscious buyers, consider offering lab-created diamonds, which have a lower environmental footprint compared to mined diamonds.
You can also showcase jewelry that doesn’t use gemstones — think metal-based designs or innovative materials like recycled silver or gold. These sustainable options not only reduce waste, but promote ethical practices in an industry often criticized for its sourcing methods.
But it’s not enough to simply say you’re sustainable. Customers want proof — transparency is key. Many jewelry businesses are now making their sourcing and environmental impact clear by providing details about their materials, ethical production processes, and carbon footprints. Offering certifications like Fairmined or ensuring your products are conflict-free can help back up your sustainable claims.
By integrating these practices and being open about where and how your jewelry is made, you’ll attract buyers who care about the planet and appreciate brands that show a genuine commitment to sustainability.
Related Read: How To Sell Lab Grown Diamonds: 8 Steps To Follow
Augmented reality (AR) is making waves in the jewelry e-commerce space, and it’s only going to grow in 2025. With AR technology, customers can virtually try on jewelry from the comfort of their own home, helping them see how a piece will look before committing to an (often high-dollar) purchase.
Imagine a shopper on your site who can use their phone or computer to see exactly how a necklace, ring, or pair of earrings will look on them in real time. AR creates an immersive shopping experience that boosts customer confidence and encourages them to make a purchase.
By offering this technology, you provide a more interactive and personalized shopping journey, which can ultimately lead to higher conversion rates and a more engaged customer base.
Social media platforms have already begun to incorporate shopping features, but in , expect social commerce to be even more ingrained in the shopping process. Platforms like Instagram, Facebook, and Pinterest are pushing boundaries by allowing users to make purchases directly from posts, stories, or ads.
For jewelry store owners, this means focusing on creating visually stunning content that resonates with your audience — and the algorithm. Whether it’s through influencer partnerships, user-generated content (UGC), or eye-catching posts, social commerce gives you the chance to market your jewelry in a way that feels more authentic and engaging.
Jewelry that catches the eye on social media can translate to more sales, especially when customers can buy right from the platform.
Artificial intelligence (AI) and machine learning are rapidly changing how jewelry e-commerce stores engage with their customers. By analyzing browsing patterns, past purchases, and preferences, AI algorithms can recommend jewelry pieces tailored to each individual shopper.
This year, expect to see more jewelry websites offering personalized shopping experiences powered by AI. This might include product recommendations, personalized emails, or even chatbots that offer styling advice based on the customer’s profile.
Subscription services are growing in popularity across many industries, and jewelry is no exception. In 2025, subscription boxes are likely to be a growing trend for e-commerce jewelry businesses. These services allow customers to receive curated jewelry pieces on a regular basis, offering a fun way to discover new items and expand their collections.
For jewelers, a subscription box model provides steady revenue and a way to keep customers engaged long-term. Customers enjoy the excitement of receiving a surprise piece of jewelry, while you get the opportunity to introduce them to new designs or collections. Whether it's a monthly delivery of curated pieces or a seasonal collection, subscription boxes can be a profitable option for your jewelry business.
The direct-to-consumer (DTC) model is expected to grow this year, with more jewelry brands cutting out the middleman and selling directly to customers through their own online stores. DTC allows jewelry businesses to have more control over their brand image, pricing, and customer relationships.
For jewelry store owners, this trend underlines the importance of building a strong, recognizable online presence. By establishing a DTC model, you can connect with customers in a more direct, personal way, fostering loyalty and improving the overall customer experience. Whether you're selling engagement rings, bracelets, or custom pieces, a direct-to-consumer approach allows for greater control and flexibility in your business.
In 2025, the jewelry industry will also see an uptick in digital-only jewelry. These are virtual pieces designed for online avatars and digital identities, created to be worn in virtual worlds or on social media. As more people spend time in virtual spaces like video games or the metaverse, the demand for virtual jewelry is expected to grow.
If you’re targeting younger, tech-savvy shoppers who spend significant time in virtual environments, you may want to consider developing digital jewelry collections. This trend not only expands your market reach, but also positions your brand as innovative and forward-thinking.
As jewelry e-commerce trends shift, it’s important to have the right tools to keep your online store ahead of the game. Jewel360 makes it easy to manage both your e-commerce and in-store operations with its seamless integration features.
With a POS system that syncs your inventory, sales, and customer data across all platforms, you can keep everything running smoothly without the headaches. Plus, its inventory management helps you stay on top of stock, reducing the chance of overselling or running out of popular items. Jewel360 also offers marketing tools to help boost customer engagement and drive more traffic to your online store.
Ready to see how Jewel360 can work for your jewelry business? Schedule a free demo today.