Website for a Jeweller: Trust, Appointments and Why a Shop Can Wait

en 2026-09-19 6 min read

A website for a jeweller sits at step 03 of our price list, EUR 1.500 to 3.500, built over 3 to 6 weeks: four to seven pages, a CMS you control, service pages for repairs, resizing and commissions, and a booking or contact flow. Selling online is a different purchase. Payments, customer accounts and order tracking are step 04, EUR 3.500 to 7.500 over 6 to 12 weeks, and this page argues you should be sure before you buy it.

High value, few transactions, and what that changes

Jewellery is high in value per piece and low in number of sales. Someone reads the site, leaves, thinks about it, comes back, and then walks in or books an appointment. The site is not where the sale closes. It is what decides whether the meeting happens at all, so the budget belongs in the pages that carry proof and in making the door easy to find. A visitor who cannot tell whether there is a real bench and a named person behind the photographs is gone long before any checkout.

What the site has to prove

• Who makes and repairs the work. Names, the workshop, the bench, and where it is.
• What each piece is. Metal, hallmark, stone, carat, setting and dimensions. The specification is the reassurance.
• What a service involves. Resizing, restringing, rhodium plating, valuations for insurance: what you do, what you need from the customer, and how you quote for it.
• How to reach a person. Address, opening hours and a way to book a private appointment, present on every page rather than parked on a contact page.
• What a commission looks like from the inside. Sketch, stone selection, wax or render, approval, making, collection. Writing the stages down is what makes a commission feel safe to start.
• Aftercare in plain words. Warranty, cleaning, what happens if a stone moves, said before anyone has to ask.
• Photography with scale. On a hand, on skin, next to something known. A ring floating on white tells a buyer nothing about size.

None of that needs a shopping cart. All of it is writing, structure and photography, which is why it fits inside step 03.

Why checkout may be the wrong purchase

A cart is built for goods people buy without meeting anyone. Jewellery at this value is bought after a conversation. Before you spend the difference between step 03 and step 04, price these in.

• A stock level of one. Each unique piece exists once. The system has to hold it while a card is authorised, release it if the payment fails, and never sell it twice. That is engineering, not a setting.
• Photography discipline. Nothing can be listed until it has been shot to the same standard as everything else, and that cost returns with every new piece.
• Returns on bespoke. A made-to-measure ring is a conversation, not a returns policy. Forcing it into a webshop returns flow makes it harder to handle, not easier.
• Payment risk. High-value orders attract fraud attempts, which brings identity checks, insured shipping, signature on delivery and chargebacks you have to answer in writing.

The version worth pricing first is a full catalogue where every piece carries its specification and a state, available, reserved or sold, and the button asks for a viewing instead of a card. That sits inside step 03, it puts a person in the room, and because you own the code, checkout can be added later as the payments add-on at EUR 600 to 1.500, confirmed by the quote, without starting again.

The steps, and what each one buys a jeweller

What moves the number inside a step

• How a piece is modelled. Metal, stone, carat, size, hallmark and price as real fields a visitor can filter on is the difference between a brochure and a catalogue.
• A second language, if you sell to visitors as well as to the neighbourhood.
• Appointment booking tied to your real availability, with confirmations and reminders, instead of a plain form.
• Anything behind a login: a commission tracker for a client, a trade account, an order history. That is step 04 by definition.

How we handle the design and the code is on our design and engineering page.

Process and timeline

Scoping first: how many pages, how a piece is described, whether anyone logs in, whether you want to sell online. A fixed quote always follows scoping, and it holds unless the scope changes.

Then structure, design, build, your review, launch. Step 01 runs 1 to 2 weeks, step 02 runs 2 to 3 weeks, step 03 runs 3 to 6 weeks and step 04 runs 6 to 12 weeks. The part that waits on you is photography and the words for your service pages, so start those alongside the design rather than after it.

What continues after launch

Two things run monthly. Care, EUR 100 to 300 a month, covers updates, monitoring, backups and small fixes, and it is not redesign and not new features. SEO growth, EUR 500 to 800 a month, covers technical and on-page work, service, location and content pages, internal links and authority, and monthly reporting.

SEO foundation is a one-off at EUR 450 to 750: Search Console, analytics, indexation, technical hygiene, titles, internal links and a plan covering 3 to 6 months. You buy it once. The full set of numbers is on the packages page.

When to spend less

• If the counter is the business and the site only has to be found and believed, step 01 at EUR 600 to 900 or step 02 at EUR 900 to 1.500 does that honestly.
• If your collection changes only when you make something new, you may not need a CMS. A CMS nobody opens is a cost with nothing coming back.
• If the photographs are weak, spend there before you spend on more pages. A better page cannot rescue a badly lit ring.
• Buy SEO foundation once before committing to SEO growth every month.

Common questions

Can I add online selling later without rebuilding?

Yes. Pieces held as structured content with a state field, a CMS that already stores them and a codebase you own means checkout is an addition rather than a restart. On the site you already have, it is priced as the payments add-on at EUR 600 to 1.500, and the quote confirms the scope.

Do I own the site?

You own the code, the repository and the database. You can hand the project to another developer without asking us for permission. Hosting is decided per project and agreed during scoping.

Do I really need professional photography?

For a catalogue, yes, and it is worth carrying as its own line in the budget rather than something the build absorbs. Consistent lighting, a consistent background, and at least one shot that shows scale on a hand.

What about price on application?

It works when the reason is clear, for example a piece that depends on stone selection or on the metal price on the day. It reads as evasion when it covers the whole site. Publish prices where you can, and keep the enquiry for the pieces that genuinely depend on a variable.

Tell us what you make, how you sell it now, and whether anyone needs to log in, and we will come back with a scope and a fixed price. Start at the contact form, or read the full list of steps and prices first.