How to Sell Jewellery Online in India — Full Guide

In my experience, jewellery is India’s highest-value ecommerce category — but also the most trust-sensitive. I’ve seen customers spending ₹5,000-50,000 on jewellery online need absolute confidence in quality, authenticity, and returns.

Legal Requirements

BIS Hallmarking (Mandatory)

I tell every jewellery client: since June 2021, gold jewellery sold in India must carry BIS hallmark with HUID (Hallmark Unique Identification). This applies to online sellers too. Selling non-hallmarked gold jewellery is illegal and attracts heavy penalties.

• Register with BIS as a jeweller
• Get all gold items hallmarked at a BIS-recognized assaying center
• Display HUID number on every product listing
• Cost: ₹35-45 per article for hallmarking

GST on Jewellery

I explain it like this: gold jewellery: 3% GST. Artificial/fashion jewellery: 5-12% GST depending on material. Silver: 3% GST. Diamond-studded: 3% GST (gold portion) + separate rates for stones.

Building Trust Online

• Certification display — I show the BIS hallmark certificate, purity guarantee, and HUID on every product page
• 360° product photography — video showing every angle. For high-value items, I treat this as non-negotiable.
• Live video consultation — I offer WhatsApp video calls where a sales associate shows the piece under natural light
• Generous return policy — I run 15-30 day returns with free shipping both ways. For jewellery, I’d rather protect trust than margin.
• Insurance in transit — I insure every shipment. If a ₹20,000 piece is lost in transit, you can’t absorb that loss.
• Reviews with photos — in my experience, customer photos of jewellery being worn are the #1 conversion driver

COD Challenges for High-Value Jewellery

I’ve seen COD on ₹10,000+ jewellery orders create massive RTO risk. Here’s what I fix:

• Partial prepaid — I have the customer pay 20-30% upfront, rest on delivery
• IVR verification — I make this mandatory for all COD orders above ₹5,000
• Video proof of packaging — I record every high-value shipment being packed
• Tamper-evident packaging — I use sealed boxes that show if opened

Marketing Channels for Jewellery

At Growww Tech, my team and I help jewellery brands build trust-optimized online stores with secure checkout, COD management, and conversion-focused design. Let’s build your jewellery brand online.

Related reading:

• Product Photography Guide
• How to Start a D2C Brand