Did you know that up to 28–40% of businesses fail within the first year of opening in the United States? But that’s not all.
Why does this happen? In this blog, we’ll focus on jewelry businesses. These brands usually don’t fail because the designs aren’t good.
They fail for more logistical or branding reasons. For example, jewelry business owners might get pricing wrong. Or, the materials may be unreliable. Perhaps customers just don’t trust the brand.
If you want to turn your jewelry into a real business in 2025, having creativity is a great start. However, you also need a plan.
This guide will walk you through how to get it right from the start. You’ll learn how to choose a niche that sells, set up a business legally, find quality suppliers, build a brand that people want to buy from, and more.
Let’s get started.
How to Start a Jewelry Business in 2025
Sharing your stunning pieces with potential customers is an exciting adventure. But if you want your venture to succeed, you must take care of the business side.
Whether designing handmade pieces or working with a manufacturer, every decision you make early on will be key.
The following sections are here to guide you through your journey.
Research and Define Your Niche
Before you start sketching designs or sourcing materials, figure out where you fit in the market. Who is your ideal customer? What styles are trending, and what gaps can you fill?
Look at what’s already out there and pay attention to what people are searching for. Are they after minimalist gold pieces, bold statement earrings, or custom engagement rings?
Find a balance between what you love to create and what people want to spend money on.
Once you have a direction, validate your idea. Check out competitor pricing, read customer reviews to see what buyers love and hate, and use tools like Google Trends or Etsy search data to confirm demand.
Important: Don’t skip this step. Or you risk ending up with a collection that no one is interested in.
Create a Business Plan
Every business needs a plan. It doesn’t have to be a formal, investor-ready document, but it should cover the details:
- What you’re selling (the type of jewelry)
- Who you’re selling to
- How you’ll make a profit
- Startup costs (e.g., materials, packaging, branding, legal fees)
- Production costs
- Marketing channels
Register Your Business and Handle Legal Requirements
One important step in setting up your jewelry business is factoring in the cost of forming an LLC. LLC costs vary depending on the state, ranging from low one-time filing fees to higher ongoing costs. Before making a decision, check the specific costs in your state to plan your budget effectively and avoid surprises.
Although LLCs account for only about 10% of non-farm sole proprietorships, they’re among the most recommended business entities. That’s because they offer personal liability protection and tax flexibility. Plus, they’re pretty simple to set up.
Once you’ve decided on your business structure, register your business name with the right state authorities and get your tax ID number.
Depending on your location, you may need to apply for a sales tax permit if you plan on selling in-person or online. Also, don’t forget any licenses or permits required in your area, especially if you’re selling internationally.
Protecting your intellectual property is another essential part of the legal setup. Consider trademarking your brand name and logo if you’re designing unique pieces. This ensures no one else can legally copy your designs or brand identity. You might also want to look into copyrighting your jewelry designs if they’re original.
You’ve registered your business and fulfilled your legal obligations. Now, you need to organize everything for safekeeping.
Managing invoices, supplier contracts, or product sketches might sound simple, but it can quickly turn into a mess if you don’t have a system in place.
Instead of sifting through multiple files, you can use a PDF combiner to merge everything into a single, well-structured document. This makes it easier to track orders, share essential paperwork with partners, and maintain a professional workflow without unnecessary clutter.
Secure Funding
There are different ways to fund your jewelry company, and the right option depends on how much you need and how much control you want to keep.
If you have substantial savings, that’s the easiest route. Just dip into your own pocket to cover materials, equipment, and marketing.
Need more than you can comfortably invest? There are a few options to explore.
Consider small business loans. Remember that securing a loan involves paperwork and the possibility of taking on debt. Crowdfunding can work if you have a unique product that excites people. Platforms like Kickstarter and Indiegogo let you raise money upfront, with backers essentially pre-ordering your designs.
If you’re comfortable with it, looking for investors who believe in your vision can give you both financial support and business expertise.
Linjer Jewelry is a great example of a brand that used crowdfunding to fund its early production runs.
Design and Source Your Jewelry
Now, the fun part! It’s time to start designing your pieces. But before you get started, take time to research trends, materials, and manufacturing options that fit both your aesthetic and target audience.
Sketch out your ideas, but also think about how they’ll translate into wearable jewelry. You don’t want designs that look great on paper but are uncomfortable and impractical in real life.
Once you have a solid idea of what you want to create, you can start sourcing materials. Focus on building a relationship with reliable suppliers. Don’t go for the cheapest option. Look for quality that aligns with your brand’s values.
Are you committed to ethical sourcing? Does your market care about sustainable materials? Consider how your choices reflect your brand and how they’ll resonate with your customers.
If you plan to have your pieces manufactured, you’ll also need to find the right production partner. Maybe you want to work with local artisans. Or perhaps you‘ll rely on a factory overseas.
Whatever route you choose, communicate your expectations, timelines, and quality standards. It’s better to have a smaller, reliable production run than to go big and end up with a product you’re not proud of.
Price Your Products
Pricing jewelry can be tricky. You want to make a profit but also be competitive and appealing to your target market.
So, where do you start? How do you determine the optimal price for your products?
Calculate the cost of each piece. Consider materials, labor, shipping, overhead—everything that goes into making and selling the product. From there, add a markup that reflects your time and creativity.
But don’t stop there.
Research your competition. How much are similar products selling for? What value do you bring that they don’t? Your price should reflect your jewelry’s quality, originality, and brand positioning.
Set Up Your Online and Offline Sales Channels
Selling jewelry today means being visible both online and offline. About 45% of U.S. millennials and Gen Z prefer to shop online for their jewelry. However, 72% of jewelry purchases still occur in physical stores.
So, it’s all about striking the right balance with omnichannel sales. For online channels, platforms like Etsy may be a good option if you’re looking for a platform to handle all of the backend work, including payment processing and website management. But don’t overlook the power of having your own website.
For offline sales, consider pop-up shops, local markets, or collaborating with stores that might want to carry your pieces.
Build Your Brand and Marketing Strategy
In 2024, there were over 75,000 jewelry businesses in the U.S. With so many options, how will you stand out?
Is it your unique designs? The materials you use? Maybe it’s the story behind your brand. Whatever it is, communicate that clearly in all your marketing materials.
Build a memorable brand identity. This entails creating a consistent voice across all your marketing channels. Think about tone, visuals, and even the language you use.
Create a strong social media presence. This allows you to show your jewelry pieces in the real world, whether styling them on models or getting everyday people to wear them.
Storytelling works, so share behind-the-scenes content, the design process, or customer testimonials. Use paid ads strategically to get your products in front of the right audience.
And, of course, leverage influencer partnerships to help get the word out about your products.
Manage Finances
Keep track of expenses, manage cash flow, and make sure you’re pricing your pieces to cover these costs and leave room for profit.
Use a good accounting system. You can hire an accountant or use software like QuickBooks to make sure you’re tracking every penny.
Know your breakeven point. This is the amount you need to cover your costs before you start making a profit. Once you know this number, set realistic sales goals to ensure you’re meeting them consistently.
Set aside a percentage of your income for taxes so you’re not caught off guard at the end of the year. As you scale, you might want to hire someone to manage your finances more thoroughly.
Provide Excellent Customer Service
The quality of your customer service can make or break any business.
So, always be responsive. Respond quickly and professionally if a customer is asking for sizing information, tracking an order, or inquiring about your materials.
Make sure you’re over-delivering on quality. Double-check your pieces before they go out. If something’s slightly off, fix it before it reaches the customer.
Packing also matters. How you send your jewelry says a lot about your brand. Invest in packaging that’s secure and reflects your style and values.
When selecting a courier service to deliver your jewelry, you want to make sure that the one you choose is reliable and responsible and that they will take care of your products as if they were their own.
Final Words
As you start your jewelry business in 2025, stay focused and organized. Building your brand, pricing your products, and ensuring your customers have a great experience with every interaction takes a special kind of dedication.
The work isn’t always glamorous. And there will be challenges along the way. So, keep testing, learning, and adjusting as you go.
About the author: Britney Steele
Born and raised in Atlanta, Britney is a freelance writer with 5+ years of experience. She has written for a variety of industries, including marketing, technology, business, finance, healthcare, wellness, and fitness. If she’s not spending her time chasing after three little humans and two four-legged friends, you can almost always find her glued to a book or awesome TV series.
