How Indian Jewellery Brands Can Start Selling in the US: Amazon, Etsy and Your Own Store

India makes some of the world's most beautiful jewellery, and Jaipur sits at the centre of it. Yet many manufacturers who sell well to Indian buyers — or to wholesalers abroad — have never sold under their own name to a customer in the US.

The opportunity is real, but a US launch is more than listing products on a website. Here's how to think about it.

Step 1: Get export-ready before you list anything

Before the first listing goes live, the basics need to be in place. Rules change, so confirm the current requirements with your CA or export advisor — but most Indian sellers will need to look at:

• Importer Exporter Code (IEC) from the DGFT, required for exporting from India.
• GST for exports — typically a Letter of Undertaking (LUT) so exports can be zero-rated.
• A way to get paid in dollars — marketplace payouts or a payment provider that supports international receipts.
• Shipping and returns — how orders will reach US customers and what happens when they come back.
• Hallmarking, metal and stone claims — descriptions must be accurate and consistent with what you actually sell.

Step 2: Choose channels that fit your brand

The strongest launches use both: marketplaces for reach and early sales, and an own-brand website so the business isn't dependent on any single platform.

Amazon US

The biggest audience, and the most rules. Jewellery categories come with specific requirements for listings, images and product claims, and some sub-categories need approval before you can sell. You'll also decide between shipping orders yourself from India or sending stock to the US in advance to be fulfilled locally — a big decision for delivery speed, cost and cash flow.

Etsy

Etsy's buyers look for handmade, designer and craft pieces — a natural fit for artisan jewellery with a story. It rewards strong photography, clear descriptions and good shop reviews.

Other marketplaces

Depending on your price point and style, other US marketplaces can add reach. Each has its own requirements, so it's usually better to launch well on a few than badly on many.

Your own website

This is where the brand lives. It should tell your story, show your craft properly and make buying from an Indian brand feel safe — clear shipping times, returns and contact details.

Step 3: Build a brand US buyers understand

What works in India doesn't always translate. US buyers often need:

• A clear story — who makes this, where, and why it's special.
• Product pages that sell the craft — materials, dimensions, care, and photos that show scale and detail.
• Pricing that signals value — being the cheapest rarely builds a jewellery brand.
• Consistency across channels — the same name, look and promise on every marketplace and on your site.

Step 4: Run it like a cross-border business

A US launch adds orders in another time zone, listings on several platforms and customers expecting quick replies. Digital processes — for listings, orders, stock and customer messages — are what keep this manageable. Without them, the team ends up firefighting.

Mistakes that slow launches down

1. Listing before the basics are ready — export registration, payments and shipping sorted after the first orders arrive.
2. Copy-pasting Indian listings — US buyers search, compare and read differently.
3. Launching everywhere at once — spreading a small team across too many platforms.
4. No own-brand presence — building someone else's platform instead of your brand.
5. Treating it as a side project — cross-border selling needs processes, not just effort.

Our marketplace management team runs Amazon, Etsy and own-site stores as one system. See how we work with jewellery manufacturers and exporters, or read our guide to selling on Amazon and Flipkart in India.

Scale & Story

Scale & Story is a Jaipur-based business transformation agency. 13+ years and 100+ brands across strategy, marketing, e-commerce and technology. Work with us or follow us on LinkedIn.