How To Start A Jewellery Business In India

Alright, let’s strip the fluff and get down to the nitty-gritty of starting a jewellery business in India.

You want to sell jewellery?

You better be ready to deal with more than just shiny rocks and metals.

Get Your Head Out of the Clouds and Do Your Homework

You think jewellery and you think sparkle, glamour, and gold, right?

Well, think again. It’s not all glitter and gold.

You need to get your head in the books and research like you’ve never researched before.

You gotta know what’s hot, what’s not, and what’s about to be so freaking cool that everyone will want a piece of it.

Business Plan: Your Blueprint to Not Screwing Up

Don’t even think about winging it.

You need a business plan so solid it could double as a blunt instrument.

This thing should cover your ass six ways to Sunday, from who you’re selling to, to how you’ll avoid losing money like it’s going out of fashion (which, let’s be honest, it always is).

Materials: The Good, The Bad, and The Ugly

If you’re going to sell jewellery, you better be sure it doesn’t turn your customer’s skin green (unless it’s the Hulk cosplay community, then, by all means, go for it).

Source quality materials.

Make sure you know where your stuff is coming from, and that it’s not being dug up by underpaid workers in some godforsaken hole in the ground.

Design & Manufacturing: Where the Magic Happens… Or Doesn’t

Get yourself some killer designs and a way to make them without wanting to tear your hair out.

Whether you’re handcrafting every piece or mass-producing, your designs should be as original as that one friend who insists on telling you about their dream from last night.

Jump Through the Hoops of Bureaucracy

First off, understand that starting a jewellery business isn’t just about the bling. It’s about getting cozy with regulations and paperwork. You’re going to deal with more red tape than a gift-wrapping marathon during the holiday season.

BIS Hallmarking:

In India, the Bureau of Indian Standards (BIS) is the holy grail for jewellery certification.

Getting your jewellery BIS certified means your products are as legit as it gets, not some metal painted gold with a lead paintbrush. It’s a trust badge that tells your customers, “Hey, this isn’t going to turn your skin a funky color.”

GST Registration:

You can’t just sell jewellery and not pay the piper. GST registration is a must unless you’re running an underground operation, which spoiler alert, will land you in a whole lot of trouble.

The Goods and Services Tax is like that one relative at family gatherings who you can’t avoid; better to just get on their good side.

Craft Your Policies:

Terms of service, return policies, privacy policies — these aren’t just fancy words to slap on your website.

They’re contracts between you and your customer that say, “I’m not a fly-by-night scam artist.”

Trademark Your Brand:

If you’ve got a brand name that sticks, trademark it. Otherwise, two months down the line, you might find your designs selling under someone else’s banner at a street market, and there’s not a damn thing you can do about it.

Quality Control:

Set up a system to check your jewellery for quality because selling shoddy goods is a one-way ticket to Crash-and-Burnsville.

There’s no faster way to kill your business than to have it known for products that fall apart faster than a house of cards in a tornado.

Labor Laws and Safety:

If you’re employing people, you’ve got to treat them right. That means understanding labor laws, setting up proper contracts, and making sure your workshop isn’t a death trap.


Get your business insured because sometimes shit happens — like a flood, or a robbery, or a freak hailstorm that decides your shop window looks better shattered.

Export-Import Code (IEC):

Planning to sell outside India? You’ll need an IEC from the Directorate General of Foreign Trade (DGFT).

Because nothing says ‘international’ like another form to fill out.

E-Commerce: Because Brick and Mortar is So 20th Century

Get online. If your website looks like it was made by your nephew in the ’90s, fix it. Now.

E-Commerce: Because Brick and Mortar is So 20th Century

It’s the 21st century, and if your business isn’t online, does it even exist? Selling jewellery in a physical store is fine if you’re living in the ’90s and love paying rent higher than the Empire State Building. But let’s get real — e-commerce is where it’s at.

Set Up an Online Storefront:

Launching your online store is like claiming your little piece of digital real estate.

Platforms like Shopify, WooCommerce, or Magento can get you up and running faster than you can say “Where’s my shopping cart?”

Make it sleek, make it sexy, and make it so user-friendly that even your grandma can order a necklace without calling you for help.

Social Media Marketing:

Instagram and Pinterest are the digital runways for your bling. It’s where your jewellery isn’t just jewellery; it’s a lifestyle.

Post stunning photos, create stories that sell not just a product, but a dream, and watch as the hearts (and sales) roll in.

Influencer Collaborations:

Get chummy with influencers whose followers might as well have their credit cards glued to their hands.

When they say “jump,” their followers don’t just ask “how high?” — they leap into the stratosphere. A shout-out from them can have your pieces selling faster than cold lemonade in a heatwave.


Optimize your online content so that when someone Googles “handcrafted silver necklace,” they land on your page and not a page telling them how to make one out of aluminum foil.

Keywords are your best friends; treat them well.

Online Payments:

Set up secure online payment systems. Trust me, nothing nukes a sale faster than a customer having doubts about the security of their credit card info.


Figure out shipping because unless you’ve invented teleportation, those necklaces aren’t going to deliver themselves.

And if you have, well, then jewellery might not need to be your business.

Customer Service Online:

Have a system to deal with customer concerns because if someone’s irked about a late delivery, you want to fix it before they go all keyboard-warrior on you.

Data Analytics:

Use data analytics to track what’s selling like hotcakes and what’s just sitting there like an awkward guest at a party.

Then adapt.

This isn’t “Field of Dreams.” Just because you built it doesn’t mean they’ll come.

And social media is your new best friend—use it to charm the pants off potential customers (figuratively, of course).

The Storefront: Your Stage to the World

Choose a location for your shop where people actually go.

And if you decide to sell online, for the love of all that sparkles, make sure your photos don’t suck.

No one buys a necklace that looks like it was photographed with a potato.

Marketing: Scream From the Rooftops (But, Like, Classily)

Create a brand that makes people feel something other than bored.

Get creative. Get weird.

Make sure your marketing doesn’t put people to sleep.

Money, Money, Money: Keep It Flowing

Here’s the dirty little secret about business that no one tells you: it eats money faster than a kid with a bag of Halloween candy.

So, managing your finances isn’t just important; it’s the difference between “I’m the king of the world!” and “Why is my electricity cut off?”

Cash Flow is King:

Forget about profits on paper; if you can’t pay the bills today, you’re as screwed as a diet at a buffet.

You want a cash flow so smooth, your accountants are practically sliding out of their chairs.

Budget Like a Boss:

Know where every damn penny is going. And I mean every penny.

That doesn’t mean you squeeze a dollar so hard George Washington’s eyes pop out, but you need to be on top of it like a cat on a hot tin roof.

Pricing Strategies:

Don’t just slap prices on items like you’re playing Pin the Tail on the Donkey.

Your prices should reflect your value, your brand, and your sheer awesomeness, while still making sure you’re not accidentally giving away your grandmother’s heirloom pearls for the price of a Happy Meal.

Investment: Not Just a Fancy Word:

You gotta spend money to make money. Sounds like a cheesy line from an 80s movie, but it’s true.

Invest in good materials, marketing, and maybe even a good espresso machine for those late nights.

Just make sure you’re getting a bang for your buck, or you’re just throwing it into a bonfire.

Emergency Funds:

Stuff happens. You might get hit with a surprise tax, a shipment might go missing, or your best jeweller decides to run off and join the circus.

Have a safety net, because when you hit a bump, you don’t want to go flying through the windshield.

Get Financial Advice:

Unless you’ve got Warren Buffett on speed dial, get some financial advice.

And no, I don’t mean your Uncle Jerry who once won the lottery and bought a llama farm. Real advice that’ll help you not just survive, but thrive.

Keep an Eye on the Horizon:

Trends change, markets shift, and if you’re not one step ahead, you’re actually two steps behind. Watch for the signs and be ready to pivot like you’re in a game of Twister.

In the world of jewellery business, or any business for that matter, money isn’t just something; it’s everything.

But it’s not about hoarding it like a dragon on a pile of gold.

It’s about keeping it moving, growing, and working for you so that when you reach the top of the mountain, you can look down and say, “Yeah, I did that.”

And maybe, just maybe, you’ll be wearing a kickass ring that you made when you do it.

Never Stop Learning

Finally, don’t rest on your laurels.

The jewellery game changes faster than fashion trends in a teenager’s TikTok feed.

Keep learning, keep improving, and for heaven’s sake, keep up with what’s actually selling.

Starting a jewellery business in India is a marathon, not a sprint—unless you trip over the starting line, then it’s just a faceplant.

Do it right, and maybe, just maybe, you’ll end up with something that lasts longer than most celebrity marriages.

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Mani Karthik

About the Author

Mani Karthik

Entrepreneur, Mentor & Blogger.
I help business grow & scale. Have helped 15+ companies scale in US, Middle East and India.
I share everything I learned on this blog, so that you benefit. Here’s more about me.

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