14 of the Best Jewelry Websites (And What They Get Right)

No matter if you’re selling unique costume jewelry or more high-end pieces with hefty price tags, jewelry and accessories brands have to convey quality.

A big part of communicating this quality lies in great jewelry website design.

You’d be hard-pressed to find shoppers who buy —be it a watch, earrings for Mothers Day, or an engagement ring—from a sketchy-looking site.

Today, you’ll learn about top trends in jewelry website design and see 14 of the best jewelry website designs we think are nailing it. You’ll learn what specifically makes these sites so great and how you can replicate them in your own way.

Want to skip ahead to the best jewelry sites examples? Here’s who we’re covering:

• Flare
• Mejuri
• Brilliant Earth
• Bryan Anthonys
• Kinn
• Ana Luisa
• Aurate
• Sarah O Jewelry
• Studs
• Etah Love
• Studio Cult
• Local Eclectic
• Babygold
• Mateo

Let’s get started!

Trends among the best ecommerce jewelry websites

The global jewelry market is worth about 228 billion dollars (USD).

And of that, the luxury jewelry market makes up roughly 24.3 billion (USD) 🤯

Surely, if you’re in this space, you know how ambitious (and crowded!) the industry is, but what are brands doing to differentiate with their ecommerce experience? What makes for the best jewelry website designs?

Trend 1: Augmented reality (AR)

Brands today know that dynamic tools like AR reduce friction at checkout among shoppers and lead to more conversions.

In fact, 66% of customers say they’re interested in using AR for help when shopping online.

Adding an AR feature—like Brilliant Earth’s virtual try-on (more on that later!)—allows customers to see how products will look on them before purchasing. Sizing is tricky online, so whatever you can do to alleviate friction, the better.

High customer confidence: achieved!

Trend 2: 360-degree product views

When shopping for jewelry online, you want as much info as you can get. And while the classic 360-degree view on product pages isn’t new, it’s a long-standing feature that continues to work.

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This feature lets customers see the detail of a piece and how it looks from all angles. A 360 view is perfect for bridging the ecommerce experience gap (shoppers can’t inspect your product closeup, so this might get them over that hurdle!)

Trend 3: Social media selling is the future

As social media platforms like Instagram and Facebook continue to improve their shopping features, jewelry brands have another avenue to sell.

Taking advantage of these features is great because:

• Customers are already looking at your content on social (why not make it easier for them to buy from within a social post, or go directly to your site?)
• It offers a different way to shop, like through user-generated and curated content, perhaps even via your Instagram Influencer campaigns.

Here’s what shopping the Instagram account of everyday fine jewelry brand, Mejuri, looks like:

Mejuri’s Instagram Shop page clearly states prices alongside high-quality product images followed by a link out to their website, which makes for a sleek shopping flow back to their owned channel.

Customers may discover your products on social but directing them back to your website means you have total control over their experience—especially as they reach the checkout.

#cta-visual-pb#<cta-title>Scale your content across multiple storefronts with ease<cta-title>See how Page Builder Advanced can help you build the best ecommerce experience. Learn more

14 of the best jewelry websites in ecommerce (and why they’re great)

Although Flare isn’t your typical jewelry brand (their products double as a self-defense bracelet), the site design is very much like that of a modern jewelry brand.

What makes this site design great:

• Subtle animations draw the eye to key areas: calling attention to new locations and info on how the product works.
• These subtle animations are subtly signaling how the product works! Added touches like these are essential for communicating there’s more to this bracelet than meets the eye.
• A simple, yet educational “How it Works” page shows shoppers exactly how to use Flare jewelry.

Everyday fine jewelry brand, Mejuri, offers a classically modern ecommerce experience.

What makes this site design great:

• Mejuri’s product imagery doesn’t have the typical been-around-forever jewelry brand vibe (Think: dramatic, super-posed/old-school shots you’ve seen on Jared.com, for example). These product photos take on an artistic, minimal, and editorial look, conveying uniqueness and elegance.
• The Style Edit page blends magazine-quality imagery and style advice with user-generated content, which doubles as a way to inspire shoppers and help them discover products.

Brilliant Earth makes shopping for any piece of jewelry engaging and educational with their ecommerce experience—making it one of the best jewelry websites out there.

What makes this site design great:

• it’s packed with interactive shopping features and rich merchandising —like a 360-degree product view, a skin tone slider to see how different pieces look on various skin tones, and the helpful virtual try-on experience.
• The website design is a sleeker, modern version of the OG jewelry brands. It has a lot of the “classic” jewelry photos vibes (e.g., clear, bright shots of the pieces), yet the font pairings, subtle zoom-over images, and balanced white space give this site a fresh feel.
• The buildable “Create your own Diamond Ring” feature. Customers can browse a trove of settings and gemstones to build/customize the perfect ring with Brilliant Earth’s filter options (like the “four C’s” of diamonds and if you prefer a diamond with the most sparkle).
• The focus on product education: with helpful visuals, you can find info throughout the site on the “four C’s” of diamonds, the benefits of sustainable diamonds, and more.

Bryan Anthonys’ engaging (and inspiring) website design makes theirs one of the best ecommerce jewelry websites out there.

What makes this site design great:

• An IRL engraving tool lets shoppers preview their personalized product before purchasing, which can improve their confidence and lead to more conversions.
• The site includes several elements that allude to their focus on the positive like inspirational words and quotes from the CEO, customer and press reviews, and closeups of the inspirational cards that come with each piece.
• Bryan Anthonys also offers personalized offers at checkout—like 30% off recommendations based on shopper browsing history. This is a great way to not only increase your average order value but introduce shoppers to other products they might like.

Kinn offers unique “modern heirloom” pieces designed to last more than a lifetime.

What makes this site design great:

• The design of this site speaks to their emphasis on being an heirloom-quality brand—from the filmy/filtered photos and vintage font pairings to the eye-catching scroll element with phrases like “Never take off” and “Never filled”
• A balance of thin lines and whitespace give this site a classic, elegant look that mirrors the jewelry they offer.

Ana Luisa is a carbon and water-neutral jewelry brand offering elegant and unique necklaces, bracelets, earrings, and more.

What makes this site design great:

• This website design tugs at the heartstrings of eco-conscious shoppers who are also on a budget with trust signals like: 25,000+ customer reviews; Climate Neutral certification badge; and discounted prices in red with percentage off to draw the eye
• A robust about page that includes information about their partners, product quality and standards, and more
• While Ana Luisa’s pieces are more affordable than others in this list, the high-quality product photography, auto-playing videos, and user-generated content on product pages suggest quality.

Luxury jewelry brand, Aurate, conveys sophistication and quality through their website design.

What makes this site design great: 

• Aurate uses unique line overlays to draw attention to certain images and unique scrolling effects to create a focal point.
• The brand incorporates full-width background video on the site, which acts as a behind-the-scenes look at how their latest collection came to life. This makes the brand feel more accessible than giant brands like Kay and Jared.
• Auto-playing video on product pages shows a different kind of movement of the jewelry.

#cta-visual-pb#<cta-title>Ready to take your ecommerce store to the next level like these brands?<cta-title>See how Page Builder Advanced can help you build the best ecommerce experience. Learn more

Sarah O prides themselves on being the intersection of casual and couture—and communicates this through their unique website design.

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What makes this site design great:

• Sarah O’s site design lets products do the talking with large shots with moody filters (this doesn’t take away from understanding the quality of the products, though as you’re seeing macro-level photography, which is key!).
• The same is true on their product pages. Customers get closeups of the pieces in varying contexts (like in a ring box, on a hand, etc.) The focus on imagery makes it feel like you’re shopping someone’s jewelry Pinterest board.
• But this site isn’t just pretty pictures. Sarah O includes educational resources like their Diamond Guide, which explains the “four Cs” of diamonds as well as the differences between lab-grown and natural diamonds.

Studs, a next-generation ear-piercing brand, lets their brand personality shine through their website design.

What makes this site design great:

• It’s clear Studs targets a Gen Z audience with heavy emoji use and “Gen Z Yellow” throughout the site.
• Studs makes it easy to shop for all kinds of piercings with their product collection organization.

Plus, the “Ear(du)cation” page is all about piercing care and stands out for a few reasons:

• It positions Studs as a reliable brand that knows what they’re talking about with guides and helpful visuals that identify different piercing types.
• This page helps with product discovery by linking to product pages throughout the educational content.‍
• They’ve built-in cross-selling and up-selling opportunities throughout the store: Studs coined terms like “Earscape” (the art and science of decorating your ear with personalized piercings and earrings as a form of self-expression) and offers bundles of earrings vs. only single pairs.

Etah Love’s “handmade for heavy metal hearts” brand speaks for itself both in their products and website design.

What makes this site design great:

• The design of the site and the kind of jewelry they sell resonates with a certain demographic (these aren’t your grandma’s costume jewels!) through dark colors, old-time-y script fonts, and high-contrast product images. This indicates Etah Love is focused on a specific audience.
• Etah Love’s short product films put customers at the center of the story and make for an immersive shopping experience. These films link out to the collection tied to the storyline, which makes it easy for customers to shop.

Studio Cult is a statement piece jewelry lover’s dream with the unique ecommerce experience to match.

What makes this site design great:

• Not only is the jewelry one-of-a-kind but the site works to emphasize the uniqueness of these pieces: the header video (with a nostalgic flare), subtle animations add a funky feel to the design, and product imagery that gives off an industrial, metallic vibe (which speaks to the brand’s essence).
• High-resolution photos make them look almost 3D as you’re scrolling the site, which adds a cool visual flair to the design.

Local Eclectic offers a variety of jewelry and accessories at different price points through their dynamic ecommerce experience.

What makes this site design great:

• Local Eclectic’s site design includes eye-catching elements like background videos and layered product imagery that draws the eye and creates a sophisticated magazine-like feel to it.
• Trust signals—like publications featuring Local Eclectic—emphasize the quality of the brand.
• The site also includes a dynamic search bar at eye level as you scroll which draws attention to this feature. Customers can view different search results like products, categories, and suggestions, which aid in product discovery.
• A dedicated “Info” page connects shoppers to the Local Eclectic team, which adds another layer of trust to the experience.

Gold jewelry is what Babygold does best, and they’ve got the ecommerce site design to prove it.

What makes this site design great:

• The homepage makes it easy to discover different products with large circular category images.
• Auto-merchandising when toggling colors without going to the product page makes for less clicking and more context for shoppers.
• Trust signals throughout the site (through copy and icons) but especially on the product pages emphasize quality and legitimacy.
• Auto-playing background video on product pages shows a behind-the-scenes look at how Babygold jewelry is created, which makes for an engaging shopping experience.

Mateo offers a variety of jewelry, including pieces over $30k USD. So website design that communicates the quality of their products is key as not many people are going to buy a $30,000 pair of earrings online without seeing them in person!

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What makes this site design great:

• Interestingly, Mateo integrates with Shop Pay, which also enables shoppers to pay for their purchases in interest-free increments instead of all at once.
• An interesting split design on the homepage draws attention to the Shop Now button.
• Mateo’s product pages include high-definition images of their jewels plus product videos, zoom functions, and a virtual try-on function (even for desktop users) which nods to quality and their focus on the customer experience.

The best jewelry websites steer clear of cookie-cutter design

When it comes to the best jewelry websites, striking a balance between functionality and sophistication is key. Even jewelry brands that lean funkier—like Studio Cult—still have an heir of elegance to their ecommerce website design.

Successful jewelry website design will convey trust, quality, and sophistication by checking all the boxes—quality product photos, trust signals, and detail—but they also go above and beyond with features like virtual try-on and educational resources.

#cta-visual-pb#<cta-title>Scale your content across multiple storefronts with ease<cta-title>See how Page Builder Advanced can help you build the best ecommerce experience possible. Learn more