Do Product FAQs Cut Returns for Online Jewelry
The time when customers had to visit your brick-and-mortar jewelry store is a thing of the past. Nowadays, even the big names of the industry, like Cartier, Tiffany & Co., or Bulgari, invest heavily in their online stores and marketing.
And they are right to do so. The e-commerce jewelry industry is expected to reach 36.65 billion USD in 2026 and grow up to 62.03 billion by 2035. We’ve already reached the point where anyone who isn’t online doesn’t exist on the market.
Now, online stores do have an array of advantages over their real-life counterparts, but they also come with unique challenges. An increased return rate is one of them. According to recent data, the average e-commerce return rate was 18.1% in 2025, up from 16.9% in 2024, but it can reach 20-30% for expensive items (including jewelry).
Which brings us to why we’re here. In this piece, we’ll analyze the main reasons behind returns in the e-commerce jewelry industry and how well-thought-out FAQs (of all things!) can help you solve the problem. You don’t want to miss out on this!
Why Do People Return Jewelry They Bought Online?
The “why” behind the return tells you what measures to take so it never happens again.
For instance:
One of the main reasons buyers return a ring or bracelet is incorrect sizing. Rings in particular are quite problematic because people don’t know how to measure their (or their partner’s) finger size, which can lead to an unpleasant buying experience.
Another often-invoked reason is that items don’t match the description or expectations. Let’s take sapphire ring styles as an example. They are incredibly popular with young couples who want a non-traditional engagement ring that’s also a timeless statement piece.
The main attraction point in this case is the color of the sapphire(s), as some are indeed stunning. The deep blue of the stone is mesmerizing, but it can be made to look more intense in product presentation pictures due to lighting and editing. Similarly, different angles and backgrounds can make the entire jewelry piece look more impressive than in real-life.
As a result, customers may be disappointed by the real-life design, even if it’s still a beautiful piece.
Other reasons why shoppers return jewelry they bought online include:
Items that arrive damaged
Unclear or difficult return conditions
Quality of materials, stones, or overall design.
How FAQs Help Cut the Return Rate
Most online businesses know they have to invest in a professional website and the right social media management tool, but did you know that something as easy as an FAQ section can save you a lot of headaches and expenses?
Here’s how:
Offer detailed instructions (with pictures, videos, or printable sizing tools) on how to measure ring/wrist/neck sizes. This will help existing clients and attract new ones, since this is still a confusing issue for so many people.
Answer questions with regard to gems’ quality, color, purity, durability, and other important factors in a detailed step-by-step guide. Extra points if you offer examples from your own collection.
Boost buyers’ trust in your products by being transparent about metal quality and content, origins, and many other factors that influence purchase decisions.
But how do you craft the best FAQ section for your brand? It’s easy: you analyze existing data and identify your audience’s pain points.
How to Craft the Best FAQs for Your Brand
For example, data shows that over 60% of buyers read the return policy before making an online purchase. If the return process is too difficult or unclear, many buyers will skip that “Buy Now” button. So start with your own policy and see if you can improve it.
The best thing to do is to peruse your brand’s reviews, social media comments, mentions, analytics, and customer chats. This is where raw data lives and where you’ll find all the FAQs you need to answer.
To give you a head start, here are a few examples of common queries buyers have when shopping for online jewelry:
Does it come with a GIA certificate?
Is the packaging discreet? (usually for security reasons during delivery)
Why is 14k gold better for daily wear than 24k?
Can I see this on a real person/hand?
Does it come with a warranty for lost side stones?
Can I wear this in the shower/pool?
Will this turn my finger green in three weeks?
While some sound a bit trivial, these are serious concerns shoppers have. Brands that understand and address these pain points are the ones that have most to gain.
In Summary
Yes, product FAQs, when treated as an important part of a customer’s journey, can cut returns and attract more customers. These questions weigh on your audience’s minds, and answering them boosts transparency and trust in your products.
