Jewelry business website for makers and jewellers

What buyers need before they'll pay

Jewellery is small, personal and often expensive, and buyers hesitate for specific reasons: they can't judge size from a photo, they don't know if "gold" means solid, plated or filled, and they worry about the ring not fitting. Every product page should remove those doubts.

Scale: Dimensions in millimetres, weight, and at least one photo worn on a hand, ear or neck so people can see real size.
Materials: Metal and purity (for example 9ct or 18ct gold, sterling silver), plating thickness if plated, stone type, cut and origin where known.
Hallmarking: Whether pieces are hallmarked, where the law requires it, and by which assay office.
Sizing: Ring sizes available, chain lengths, and whether resizing is possible.
Making time: Ready to ship, or made to order in a stated number of weeks.
Care: How to clean it, what to avoid, and whether you offer repairs or re-polishing.

Photographs carry the sale

Generic sites built for jewellers often fail here first: tiny thumbnails, stock photos of diamonds, or images so retouched the metal looks plastic. Use your own photos, shot in soft daylight against a plain background, with one macro shot that shows the finish and one in use. Show the back of a ring, the clasp of a necklace, the post of an earring. On Anticode's designed pages, your own photos appear in a CMS collection of pieces whose image field holds the address of a photo you host; uploads are used by app builds, where the model sees each photo when placing it. Write alt text that describes the piece, which the design gate requires on every image.

Bespoke commissions and consultations

For many jewellers, commissions are the real business: engagement rings, remodelling inherited pieces, wedding bands. A commission page should explain the process from first conversation to finished piece, typical timescales, how deposits and design fees work (handled through your own payment provider), and a few past commissions with the client's permission.

Enquiry. The standard contact form takes name, email and a message. Prompt people to describe the piece, the occasion, their budget range and their deadline. Forms take text only, so ask them to email reference images after you reply.
Consultation. Anticode's booking calendar suits studio or video consultations: the visitor picks a service, day and time and gives name, phone and email. One booking per slot, up to 120 days ahead. It doesn't sync with your calendar or take a deposit.
Design and quote. Done by you, outside the site.
Payment. Send a payment request or checkout link from Stripe or PayPal for the deposit and balance.

Selling ready-made pieces with payment links

For a small collection of finished pieces, product pages can carry a buy button. An Anticode account has one payment link, and every buy button opens that same checkout, so point it at a product list at your provider (a Shopify, Gumroad or Lemon Squeezy store page, for example) where buyers pick the piece. Keep pieces in a pieces CMS collection with fields for name, metal, stones, dimensions, price guidance and availability, and each gets its own page. When a one-off piece sells, mark it sold in the dashboard and remove it at your provider.

This works for one-of-a-kind and small-batch work. It doesn't work well for a range where every ring comes in ten sizes and three metals, because the site can't tell the checkout which combination was chosen. At that point a store platform such as Shopify is a better fit, with Anticode linking to its product pages. Our single product website page discusses the payment-link model in more depth, and the add a buy button guide shows the setup.

Design for a jeweller

Restraint suits jewellery: lots of space, large images, small type. The Luxury (Jost) design system fits fine jewellery; Editorial (Geist) fits contemporary makers; Organic (Figtree) fits hand-forged silver and natural stones. Choose black or gold as the action colour and let the photos provide the colour.

What a jeweller needs beyond Anticode

No cart or checkout flow. Every buy button opens the account's single payment link; any choice of pieces happens at your provider.
No stock count or variants. Sizes and metals don't decrement automatically.
No shipping or tax calculation. Set these up in your payment provider or store platform.
No deposits on bookings and no calendar sync.

If most of your sales are ready-made pieces in many variants, use a store platform for the shop and Anticode for the brand, commissions and consultations.

Questions people ask

Can customers buy several pieces at once?

Not on an Anticode site, which has no cart. Every buy button opens the same checkout link. For multi-item orders, point it at a Shopify store or a multi-item checkout at your provider.

Can people send photos of a piece they want remodelled?

Not through the form, which takes text only. Reply to their enquiry and ask them to email photos.

Can I take consultation bookings?

Yes. The booking calendar offers six fixed times a day over the coming days and takes one booking per slot, without deposits or calendar sync; you confirm each booking yourself.