Imitation jewellery is a high-markup category, and many retailers set prices at two to three times their landed cost, or more for branded and gift ranges. The traditional rule in the trade is keystone pricing: the wholesaler doubles its cost, and the retailer doubles the wholesale price.
A high markup is not the same as a high profit, though. Discounts, returns, marketing and marketplace fees take a large share in this category, so the margin that matters is the one left after those.
How pricing usually works
- Keystone: retail price = 2 × cost. Common in wholesale-to-retail chains and a useful floor for fashion jewellery.
- Higher multipliers: brands, boutiques and gift ranges often price at three times cost or more, because design, packaging and brand carry the value.
- Price points: many sellers price to fixed points, such as a set range of prices per collection, and buy to fit them.
- Marketplace sellers: work back from the platform's fees, shipping and advertising cost before choosing a multiplier.
Why Indian imports can support good margins
Indian imitation jewellery, especially from Rajkot, offers handwork, detailed traditional styles and plating options at a cost that leaves room for a healthy markup. Styles such as kundan, polki, temple and oxidised jewellery are hard to source elsewhere, which reduces direct price comparison for the shopper.
The margin depends on what you add: branding, good photography, gift packaging, curated sets and reliable quality all let you price higher than a commodity listing.
What eats the margin
- Returns and defects, especially plating that fades or stones that fall out.
- Discounts and promotions needed to clear slow designs.
- Marketplace fees, advertising and payment fees.
- Shipping to customers, and free-shipping thresholds.
- Unsold stock written off at season end.
Protect the margin at source
The surest margin gains come before the goods ship. Better plating specifications and inspection reduce returns, a tested small order avoids dead stock, and an accurate landed cost stops you pricing too low. Start from your landed cost per piece, not the maker's price.
What this means for a buyer
Choose your multiplier from your channel's costs, then buy to it. Creston & Co works for buyers only, for a fixed fee agreed in writing. We help you find Rajkot makers whose quality and cost fit your price points, and inspect so returns do not erode your margin. Ask for a free sourcing review.