A jeweller's prices move every day. Gold, silver and platinum rates change, and every piece priced by weight changes with them. That makes putting a jewellery shop online awkward. A website with fixed prices is wrong by tomorrow, and a catalog that says "call for price" on every piece just moves the work to the phone.
Then there's the phone itself. Much of what a jewellery counter hears is the same few questions: today's rate for 22K, the price of a particular chain, whether a design is in stock in another size, and whether the shop can keep it aside until the weekend. Each call takes a staff member away from a customer who is trying on a necklace at the counter.
An online store for jewellery shops solves the first problem by pricing each piece from its weight, purity and today's metal rate, re-pricing the whole catalog when you set the morning's rate. Aiva Chat's store does that, and its AI assistant answers calls and chats from the same catalog. Customers can reserve a piece to see in person, send a request for a quote on a set, or message you on WhatsApp.
This guide covers how rate pricing works, how customers reserve and enquire, how the phone assistant fits in, and what the store deliberately doesn't do. There's no online checkout or payment, because jewellery is bought after it's seen.
The jewellery shop scenarios in this post are illustrative composites, not customer stories. Rates and prices in examples are made up.
What is an online store for jewellery shops?
In Aiva Chat, the store is a searchable catalog at your own address. Each piece has photos, a description, product details such as metal, purity, weight and hallmark, and a price. Customers can search, filter by category and details, and act on a piece without a checkout:
- Reserve for pickup, to see and buy the piece at your shop.
- Request a quote, for several pieces at once, such as a bridal set with matching earrings.
- Order on WhatsApp, with one tap that opens WhatsApp with the piece filled in.
- Ask about this, an enquiry that lands in your dashboard as a lead.
The AI assistant on your phone line and website chat searches the same catalog, so a caller asking about a 20-gram chain gets the same price the store shows.
It suits single-counter shops, family jewellers with several branches, silver and fashion jewellery stores, and bullion and coin sellers. See the Aiva Chat store page for the full feature list.
How today's metal rate pricing works
Step 1: Set the morning's rates
Under Metal rates, enter a rate per gram for each metal and purity you sell: for example 24K, 22K and 18K gold, 925 silver, or 950 platinum. This takes a minute each morning.
Step 2: Give each piece its rule
A rate-priced piece carries its metal, purity, weight and making charge. The making charge can be per gram, a percentage of the metal value, or a flat amount. You set one tax rate for rate-priced pieces if you want it added.
Step 3: Every piece re-prices at once
When you save the day's rate, every piece using that metal and purity is re-priced: weight multiplied by the rate, plus the making charge, plus tax. Prices go live straight away on the store and in the assistant's answers.
Step 4: The new prices reach Google
Your store is sent to Google and linked from Aiva Find. The prices in the details sent to Google are rewritten with each new rate, so they follow the day's price rather than last week's.
Step 5: High-value and custom pieces stay on request
Bridal sets, antique pieces or custom orders can be priced on request. The store shows Ask for price and the customer sends an enquiry instead.
Benefits of an online store for a jewellery shop
Prices that are right every day
Customers who see a price online and then hear a different one at the counter lose trust. Rate pricing keeps the catalog in line with the rate you set that morning.
Fewer "what's today's price" calls
When the catalog shows current prices, many customers check online before calling. The calls that do come in are answered from the same numbers.
Customers arrive ready to buy
A reserved piece means a customer who has already chosen a design and a size, and is coming in to see it. That shortens the conversation at the counter.
Purity and hallmark shown plainly
Product details such as purity, weight and hallmark are shown on every piece, read by the AI and sent to Google. Customers comparing shops get the facts without asking.
Staff stay with the customer at the counter
The assistant answers the phone while staff help the customer trying on a bangle. Calls that need a person, such as rate fixing or custom orders, are transferred or logged for a callback.
Jewellery is bought in person, after it's seen and weighed. The job of a jewellery store online is to bring the right customer in for the right piece, not to replace the counter.
Jewellery shop use cases
These are illustrative scenarios, the kind of week any jewellery shop knows.
The rate-day browser
Problem: A customer checks gold chains online in the evening after the rate has dropped. How Aiva Chat handles it: The store shows each chain priced at today's rate, with weight and making charge in the details. She reserves one to see tomorrow. Outcome: She comes in for that chain, and your staff have it ready.
The bridal set quote
Problem: A family wants a quote on a necklace, earrings and bangles for a wedding in two months. How Aiva Chat handles it: They add the pieces to a request list with a quantity each and the date they need them, and send it as one enquiry. Nothing is totalled or paid online. Outcome: Your staff call back with a full quote and an appointment to visit.
The phone call about a design
Problem: A caller asks if the temple-design pendant is available in 18K. How Aiva Chat handles it: The assistant searches the catalog, gives the price of the 18K version if you list it, and says when something is out of stock or made to order. It never promises stock it can't see. Outcome: The caller gets a real answer and the option to reserve.
The repair or custom order
Problem: A customer wants a ring resized or a custom design discussed. How Aiva Chat handles it: It books a consultation at the shop with your designer through Aiva Chat Bookings, using their working hours. Outcome: The customer arrives at a time when the right person is free.
Store catalog vs. a fixed-price website vs. WhatsApp only
| Fixed-price website | WhatsApp only | Aiva Chat store | |
|---|---|---|---|
| Prices follow today's rate | No, manual edits | Manual replies | Yes, every rate-priced piece |
| Searchable catalog | Sometimes | No | Yes, with product details |
| Reserve for pickup | Rarely | Informal | Yes, request you accept or decline |
| Answers phone calls | No | No | Yes, from the same catalog |
| Online payment | Often | No | No, pay at your counter |
| Cost | Build and upkeep | Free | From $49 a month, every feature included |
A fixed-price website looks finished but falls behind as soon as the rate moves, unless someone edits every piece. A WhatsApp-only shop is personal but hard to browse, and every price is a manual reply.
The Aiva Chat store sits between them: a catalog that prices itself from the day's rate, sends customers to WhatsApp or your counter, and answers calls from the same data.
How to set up a jewellery store in Aiva Chat
Step 1: Pick the jewellery template
The template sets up fields for metal, purity, weight, making charge and hallmark, and starter categories such as rings, earrings, necklaces, bangles, chains, pendants and coins. You can nest categories two levels deep.
Step 2: Add your pieces
Import a spreadsheet from CSV or Excel, import an export from Shopify or WooCommerce if you already sell online, or take a photo and let AI draft the piece for you to check. Imported pieces arrive as drafts.
Step 3: Choose each piece's pricing
Rate-priced for plain gold and silver, a fixed price for fashion jewellery, or on request for high-value and custom pieces. Bulk edit helps when you change prices, availability or categories across many pieces at once.
Step 4: Set today's rate
Enter the morning's rates and check a few pieces against your own calculation before you publish.
Step 5: Connect the assistant
Create an assistant with your OpenAI key, connect your Twilio number for calls, and add the chat to your website. If you don't have one, the AI website builder builds a site with the store at /shop.
Step 6: Print shelf labels
Shelf QR labels give each piece a label that opens its page, and there's a poster for the door. Customers can scan a label to check the details and reserve the piece from its page.
Common mistakes jewellers make with an online store
Forgetting to set the rate
A rate-priced store is only as current as the rate you enter. Make setting it part of opening up each morning.
Rate-pricing everything
Antique, bridal and custom pieces often don't follow the simple weight formula. Put them on request.
Treating a reservation as a sale
A reservation is a request. Nothing is locked or paid. Accept it only when the piece is set aside, and decline if it has gone.
Expecting online payments
There's no checkout or payment link. Tell customers they pay at the shop after seeing the piece.
Marking pieces hallmarked by default
Only mark pieces that actually carry a hallmark. India's Bureau of Indian Standards explains hallmarking in its hallmarking overview.
Best practices for a jewellery store online
- Set the rate at the same time daily, before the first customer.
- Show weight and making charge on every rate-priced piece.
- Use clear photos of the actual piece, not catalog stock images.
- Accept or decline reservations quickly, because "today or tomorrow" is a short window.
- Use request lists for sets so families can ask for a quote in one go.
- Answer rate-fixing and custom work in person by setting transfers for those calls.
- Watch the questions customers ask in Insights and add the answers.
What the jewellery store doesn't do
It doesn't take online payments, advances or card details. It doesn't lock stock when a piece is reserved. It doesn't fetch the market rate for you; you enter your own rate per metal and purity. It doesn't ship or deliver; customers collect from your shop. Texting is paused in Aiva Chat while US carrier registration (A2P 10DLC) is completed, so reservation updates go by email.
Conclusion
The hard part of putting a jewellery shop online has always been price. An online store for jewellery shops is only useful if every rate-priced piece shows today's price, and Aiva Chat's store does that from the rate you set each morning, with weight, making charge and tax worked out for every piece.
Around that, the store gives customers ways to act that fit how jewellery is really bought: reserve a piece to see it, send a quote request for a set, or message on WhatsApp. The phone assistant answers from the same catalog, so callers and browsers hear the same price. Payment and the final check of the piece happen at your counter, as they should.
Start with your best-selling plain gold pieces on rate pricing and your special pieces on request. Electronics and furniture sellers face similar questions; see our posts on electronics stores and furniture stores.
Ready to put your counter online?
Start a 14-day free trial with no card, add ten pieces, set today's rate and watch them re-price. The pricing page shows how many products each plan allows on sale. If you'd like help with rate rules and making charges, book a demo.
Written by
The Aiva Chat team
Aiva Chat
Posts from the people building Aiva Chat in Rajkot — how the product works, what we have learned building it, and guides for getting the most out of an AI receptionist.
Rajkot, India · at Aiva Chat since 2024
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