The Ultimate Guide to Buying Jewellery Online Safely
The Ultimate Guide to Buying Jewellery Online Safely
Buying jewellery online can feel risky. You can't touch it, try it on, or see how it catches the light. But with the right approach, online jewellery shopping offers better selection, better prices, and a more relaxed browsing experience than any high street store.
Here's how to buy with confidence.
1. Check the Product Photos Carefully
Quality retailers provide multiple high-resolution images from different angles. Look for:
- Close-up shots that show material detail and finish
- Scale references so you can gauge actual size
- Lifestyle photos showing the piece being worn
Red flag: If there's only one blurry photo, move on.
2. Read the Product Description Thoroughly
Don't just look at the pictures. The description should tell you:
- Material — Is it gold-plated, gold-filled, solid gold, sterling silver, or stainless steel?
- Dimensions — Chain length, pendant size, ring width, bracelet circumference
- Stone details — Natural, lab-created, or simulated
- Weight — Heavier pieces generally indicate better quality materials
3. Understand Material Terms
- Gold-plated — A thin layer of gold over base metal. Affordable, but the plating can wear off over time.
- Gold-filled — A thicker layer of gold bonded to base metal. More durable than plating.
- Solid gold (9ct, 14ct, 18ct) — The real deal. Higher carat = more gold content = softer and more valuable.
- Sterling silver (925) — 92.5% pure silver. Quality material that lasts when cared for.
- Stainless steel — Durable, hypoallergenic, affordable. Great for everyday wear.
4. Check the Retailer's Reputation
- Look for customer reviews — both on the site and on third-party platforms
- Check their social media — active accounts with real engagement signal legitimacy
- Look for secure checkout — the padlock icon and "https" in the URL
- Check their contact information — a real email address and customer support channel
5. Understand the Pricing
If a "solid gold diamond necklace" costs £15, something isn't right. Know the rough price ranges:
- Fashion jewellery (plated, simulated stones): £10-£80
- Mid-range (sterling silver, gold-filled, semi-precious): £50-£300
- Fine jewellery (solid gold, genuine gemstones): £200+
Prices significantly below these ranges warrant extra scrutiny.
6. Know Your Size
- Rings: Use a ring sizer or measure a ring you already own. Most sites have size guides.
- Necklaces: Standard chain lengths are 40cm (choker), 45cm (collarbone), 50cm (below collarbone), 60cm+ (long).
- Bracelets: Measure your wrist and add 1-2cm for comfort. Most are 17-19cm.
- Earrings: Check the drop length if you prefer studs vs. dangles.
7. Check Delivery and Support
Before buying, look for:
- Delivery timeframe — How long will it take? Is it tracked?
- Customer support — Can you reach someone if there's an issue?
- Secure payment — Reputable sites use established payment processors like Stripe or PayPal
8. Care for Your Jewellery
Once it arrives:
- Store pieces separately to avoid scratching
- Remove jewellery before showering, swimming, or applying perfume
- Polish gently with a soft cloth to maintain shine
- Keep it dry — moisture is the enemy of most metals
Ready to shop? Browse our curated jewellery collection — every piece is photographed in detail with full material descriptions.
