How to Sell Your Handmade Jewelry on Instagram

Instagram remains one of the most powerful platforms to promote and sell handmade jewelry. With its visual format and global reach, it’s the perfect place to showcase your craftsmanship and connect with customers who love artisan-made designs.

Set Up Shop

Before you start selling, create an inviting, on-brand business profile. Choose a username that reflects your brand, upload a recognizable profile photo (like your logo or a favorite design) and write a bio that shares who you are and how people can reach you. Include your website or shop link and consider adding a short mission statement to help followers connect with your story.

One example of a thorough, well-rounded business page is @angegisoutache.

Take clear, well-lit photos that make your jewelry the star. Avoid cluttered backgrounds and harsh lighting. Some makers photograph their jewelry on models, while others use consistent backgrounds or color palettes to create a cohesive, professional look.

Designer Tracy Sparks (@sparklesalot2) photographs the same background items from different angles to create cohesive posts and keep viewer interest.

Marketing and Customer Engagement

Captions sell your jewelry almost as much as the photo does. Write descriptions that tell a story, highlight materials or suggest how to wear the piece. Emojis and friendly questions invite comments and help boost engagement.

Use hashtags strategically—five to ten is a good range. Skip overly generic tags like #jewelry and opt for niche ones such as #handmadegemstonebracelet or #wirewrappedpendant to reach the right audience.

A great example of a photo, engaging caption and specific hashtags from @kdeedesigns.

While product photos are key, variety is what keeps followers coming back. Share behind-the-scenes content, works in progress and personal insights into your creative process. Posts like these humanize your brand and help followers form a genuine connection.

Don’t forget to take advantage of Instagram’s interactive tools:

Reels: Short, fun videos are a great way to show jewelry sparkle in motion.
Stories: Perfect for daily updates, restocks or limited-time offers.
Instagram Video: Longer tutorials or process videos help establish expertise.
Giveaways and Collabs: Partner with other jewelry artists or brands to expand your reach.

The more you interact in comments and tags, the more visible and connected your business becomes.

An example of the many videos on the Instagram profile @firemountaingems.

Ways to Sell

Option 1: Add Links in Your Bio

Instagram now allows multiple links in your bio. You can include direct links to your Shopify, Etsy or personal website, plus additional links for events, videos or newsletters. Mention your shop link in captions (“Shop the link in bio!”) or tag it in Stories for quick access.

Option 2: Set Up a Shop Through Meta Commerce Manager

You can now create a shop that displays on both Facebook and Instagram through Meta’s Commerce Manager. This allows you to feature your jewelry collections directly on your profiles so followers can browse without leaving the app.

Before You Begin:

Create a Commerce Manager account through Meta.
Have a Facebook Page and product catalog (you can create both during setup).
If you’re only selling on Instagram, you’ll need an Instagram business account in your Meta Business portfolio—no Facebook Page required.

Steps to Set Up a Shop:

Go to Commerce Manager and click Set Up Your Shop.
Complete your account review (can take up to four weeks).
Optimize your catalog by syncing your product listings and adding variants.
Set up a shipping profile with your delivery speeds and locations.
Add a checkout URL that takes customers to your website or shop to complete their purchase.
Customize your shop with featured collections, photos and banners.
Click Publish Shop once all steps are complete and approved.

Note: Meta has retired some in-app checkout features, so customers may now complete purchases on your own website or e-commerce platform instead of directly through Instagram.

Shopping Features and Tools

Once your shop is set up, you’ll have access to Instagram’s full suite of shopping features designed to help showcase your jewelry:

Shops: A customizable storefront on your profile where followers can browse your jewelry, read reviews and tap View Shop to explore collections.
Product Tags: Tag individual products in posts, Reels and Stories to drive traffic directly to your product pages.
Collections: Curate themed sets of jewelry—like “Gemstone Favorites” or “Bridal Sparkle”—to make shopping easier for your customers.
Product Detail Pages: Highlight pricing, materials and design details to help buyers make confident choices.
Ads with Product Tags: Boost shoppable posts or create new ads that feature your tagged products to expand your reach.
Merchandise Launches (for creators): If you partner with a provider like Spring or Fanjoy, promote new jewelry collections as limited-time launches right on Instagram.

You don’t need a full shop to create or boost ads with product tags, but having one makes it easier for followers to explore all your pieces in one place.

Note: Product-tagging features depend on eligibility and region. Always check the latest requirements in Meta’s Help Center. To learn more visit Instagram's help center.

Keep Growing Your Jewelry Business

Selling handmade jewelry online takes time, creativity and consistency—but with the right visuals, authentic storytelling and smart use of Instagram’s evolving tools, your brand can grow into a thriving online shop. Stay active, engage with your followers and keep sharing what makes your jewelry special.

Have a question regarding this project? Email Customer Service.

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