Why Jewelry Is a Top Resale Category
Jewelry is one of the most profitable resale categories — and one of the most overlooked by new resellers. While everyone chases sneakers and electronics, jewelry resellers regularly pull 200-500% margins on items sourced from thrift stores, estate sales, and liquidation lots.
The numbers speak for themselves: the global jewelry resale market is worth over $30 billion. Platforms like eBay move $2B+ in jewelry annually. Whatnot's jewelry category has exploded, with live shows regularly clearing $5,000-$20,000 in a single stream.
What makes jewelry special for resellers:
- High margins: A $5 thrift store find can sell for $50-$500 depending on materials and brand
- Lightweight shipping: Most jewelry ships in a padded envelope for $4-5
- Evergreen demand: Jewelry doesn't go "out of season" like clothing
- Easy storage: Thousands of pieces fit in a small organizer
- Scarcity advantage: Vintage and estate pieces are one-of-a-kind
Understanding Jewelry Types: Fine vs Fashion vs Vintage
Before you price anything, you need to know what you're selling. Jewelry breaks into three main categories, each with very different pricing dynamics:
Fine Jewelry
Made with precious metals (gold, platinum, sterling silver) and genuine gemstones. This includes engagement rings, diamond earrings, gold chains, and pieces from luxury brands like Tiffany & Co., Cartier, David Yurman, and Van Cleef & Arpels.
Fine jewelry has a price floor based on melt value — the raw weight of precious metal at current spot prices. Even damaged or broken fine jewelry has value because of its metal content.
Fashion/Costume Jewelry
Made with base metals, plating, and synthetic or no stones. Brands like Kendra Scott, BaubleBar, Kate Spade, and J.Crew fall here. Fast fashion brands too — Zara, H&M, Forever 21 jewelry.
Pricing is 100% brand and trend-driven. A Kate Spade bracelet might sell for $20-40 while an identical-looking unbranded piece sells for $3.
Vintage and Estate Jewelry
Pieces that are 20+ years old (vintage) or from someone's personal collection (estate). This is where the biggest margins live. A signed Monet brooch from the 1960s might cost $2 at a thrift store and sell for $30-80. Art Deco rings from the 1920s-30s can sell for hundreds.
Best Platforms for Selling Jewelry in 2026
| Platform | Best For | Fees | Avg Sale Price |
|---|---|---|---|
| eBay | Fine jewelry, vintage, branded | 13.25% | $30-$500+ |
| Etsy | Vintage (20+ yr), handmade | 6.5% + $0.20 | $25-$200 |
| Poshmark | Fashion jewelry, branded accessories | 20% | $15-$80 |
| Whatnot | Estate lots, live auctions, bulk | 8% | $10-$300+ |
| Mercari | Quick sales, everyday pieces | 10% | $10-$50 |
| Ruby Lane | High-end antique and vintage | 6.7% | $50-$1000+ |
| Facebook Marketplace | Local fine jewelry (no shipping fear) | 0% local | $50-$500 |
eBay — The #1 Platform for Jewelry Resale
eBay dominates jewelry resale for good reason: massive buyer base, Authenticity Guarantee for items over $500, and powerful search filters that let buyers find exactly what they want. Buyers searching for specific gemstones, karat weights, and designer names go to eBay first.
Pro tip: Use eBay's "Jewelry & Watches" category-specific item specifics. Fill out every field — metal type, metal purity, brand, stone type, total carat weight. Listings with complete item specifics get 25-40% more views.
Etsy — Best for Vintage and Handmade
If you sell vintage jewelry (20+ years old), Etsy is a goldmine. The audience actively searches for vintage and is willing to pay premium prices. Etsy buyers expect story and character — write descriptions that highlight the era, style, and uniqueness of each piece.
Whatnot — Live Selling Jewelry Is Exploding
Whatnot's jewelry category is one of the fastest-growing on the platform. Live auctions create urgency that drives prices up. Sellers who specialize in estate lots, sterling silver, and gold-filled pieces regularly do $3,000-$15,000 shows.
The key to Whatnot jewelry success: start items at $1 and let the auction drive the price. Trust the process — engaged audiences will bid items up to fair market value and beyond.
How to Price Gold and Silver Jewelry
For precious metal jewelry, always start with melt value as your price floor:
Calculating Melt Value
- Weigh the piece in grams (invest in a $20 digital scale accurate to 0.1g)
- Identify the purity: 10K = 41.7% gold, 14K = 58.3%, 18K = 75%, 24K = 99.9%
- Calculate: Weight (g) × Purity % × Current Gold Spot Price per gram
Example: A 14K gold chain weighing 15 grams with gold at $65/gram: 15 × 0.583 × $65 = $568 melt value
Melt value is your absolute floor. Retail resale typically adds 30-100% above melt depending on brand, design complexity, and condition.
Sterling Silver
Sterling silver (marked 925) has lower melt value but can command strong premiums for branded pieces. A Tiffany sterling silver bracelet with $8 in melt value might sell for $80-200 based on the design and brand recognition.
Gold-Filled and Gold-Plated
Gold-filled (GF, 1/20 12K, 1/10 14K) has some gold value and is considered quality vintage. Gold-plated (GP, GEP, HGE) has essentially zero precious metal value — price based on brand and aesthetics only.
Pricing Designer and Branded Jewelry
Brand transforms jewelry pricing completely. Here's what major brands command on resale:
| Brand | Typical Resale Range | Resale % of Retail |
|---|---|---|
| Tiffany & Co. | $50-$5,000+ | 40-70% |
| David Yurman | $100-$2,000 | 35-60% |
| Cartier | $500-$20,000+ | 50-80% |
| Van Cleef & Arpels | $1,000-$50,000+ | 70-100%+ |
| Pandora | $10-$40 | 20-40% |
| Kendra Scott | $15-$60 | 25-50% |
| James Avery | $30-$150 | 40-70% |
| John Hardy | $100-$800 | 30-55% |
Key insight: Van Cleef & Arpels and Cartier pieces often appreciate in value. The Alhambra collection, Love bracelets, and Juste un Clou regularly sell above retail on the secondary market. These are investment-grade pieces.
Pricing Vintage and Costume Jewelry
Vintage costume jewelry pricing is more art than science. Here are the factors that drive value:
Signed vs Unsigned
A signed piece (with a maker's mark) is worth 3-10x more than an identical unsigned piece. Key vintage brands to look for:
- Monet, Trifari, Sarah Coventry: $10-$50 per piece
- Miriam Haskell, Eisenberg, Schreiner: $50-$500+
- Chanel costume: $100-$2,000+
- Christian Dior vintage: $50-$500
- Bakelite (tested): $20-$500+ depending on color and form
Era Matters
Art Deco (1920s-30s), Retro (1940s), and Mid-Century (1950s-60s) pieces command the highest premiums. Victorian and Edwardian pieces are in a league of their own for fine jewelry.
Condition Is Everything
Missing stones, broken clasps, heavy tarnish — these kill value on costume jewelry. A piece in excellent condition is worth 2-3x more than the same piece with issues. Always disclose flaws and photograph them.
Jewelry Photography That Sells
Jewelry is one of the hardest categories to photograph well, but great photos = faster sales at higher prices.
- Use natural light or a lightbox. Overhead fluorescents kill jewelry photos
- White or black background — nothing busy. Gray velvet works well for silver
- Macro/close-up shots showing hallmarks, clasps, stone detail, and any flaws
- Scale reference: Include a ruler, coin, or model wearing the piece
- Multiple angles: Front, back, clasp, hallmark stamp, side profile — minimum 6 photos
- Show the hallmark/stamp clearly — this is the first thing buyers check
Invest in a $30-50 USB macro lens for your phone. It pays for itself in one sale by capturing clear hallmark photos that build buyer confidence.
Authentication and Trust
Jewelry fraud is rampant online, so trust signals are critical:
- eBay Authenticity Guarantee: Automatic for jewelry over $500. Huge buyer confidence boost
- Third-party authentication: Services like Entrupy (for branded pieces) add value
- Show hallmarks in photos: 925, 14K, 18K, brand stamps — always photograph these
- Acid test results: For gold, mention if you've tested and confirmed karat
- GIA reports: For diamond jewelry, a GIA certificate significantly increases value and buyer trust
Writing Jewelry Listings That Convert
Your title format should follow this pattern for maximum search visibility:
[Brand] [Metal Type] [Karat] [Item Type] [Stone/Design] [Size/Weight] [Era if Vintage]
Examples:
- "Tiffany & Co Sterling Silver Return to Heart Tag Necklace 16 inch"
- "David Yurman 14K Gold Sterling Silver Cable Bracelet 5mm Amethyst"
- "Vintage Art Deco 14K White Gold Diamond Filigree Ring 0.75ct Size 7"
In descriptions, always include: metal type/purity, total weight in grams, measurements, stone details (type, size, count), condition notes, and how you tested/verified materials.
Common Mistakes Selling Jewelry Online
- Not testing metals: "Gold-tone" doesn't mean gold. Invest in a testing kit ($25) or take pieces to a jeweler
- Ignoring hallmarks: Learn to read stamps — they tell you exactly what a piece is made of
- Pricing costume jewelry too high: Unless it's signed or rare, most costume jewelry sells for $5-15. Price to move
- Poor photography: Blurry, dark, or cluttered photos kill jewelry sales. This category demands sharp macro shots
- Not weighing pieces: Buyers want to know the weight. It builds trust and helps them verify metal value
- Skipping research: Always check sold comps. A ring you think is worth $50 might be worth $500 — or $5
- Selling fine jewelry too cheap: If something tests as real gold, calculate melt value BEFORE pricing. Don't leave hundreds on the table