How Shopify Jewelry Stores Use Preorders: 5 Real Examples and Strategies

Jewelry brands often work with expensive metals, different ring sizes, and a wide range of stones. Many customers also want pieces made to their own preferences. Keeping every design, size, and stone combination in stock can be costly.

Preorders give brands another way to sell. They can accept orders first and make the pieces based on what customers actually buy. This is especially useful for made-to-order jewelry, custom designs, and limited collections.

In this article, we'll look at 5 real Shopify jewelry stores and how they use preorders. We reviewed their storefronts in October 2026 to find ideas other jewelry businesses can try.

How do preorders help jewelry brands?

Preorders allow jewelry brands to take orders before making a product. This helps them manage costs, offer more designs and sizes, and avoid making pieces that may not sell.

Spend less on materials upfront. Gold gained 64% in 2025, its biggest yearly rise since 1979. By October 30, 2026, it had dropped below $3,900 an ounce, about 30% below its January peak. Buying large amounts of gold in advance can tie up a lot of money. With preorders, brands can buy materials based on the orders they receive.

Offer more custom designs. According to The Knot's 2026 Real Weddings Study, 88% of US couples married in 2025 made changes to their engagement rings or designed them from scratch. Since these rings may not be available as ready-made products, preorders let brands accept orders before making them.

Give customers more stone options. Lab-grown diamonds were the centre stone in 61% of engagement rings, up 239% since 2020. Customers may want to choose between natural diamonds, lab-grown diamonds, and coloured stones, along with different metals and sizes. Preorders let brands offer more choices without keeping every combination in stock.

Collect part of the payment upfront. Brands can collect a deposit when customers place their orders and use it to cover some of the cost of materials. The remaining amount can be collected when the piece is ready to ship.

Give customers a clear reason to wait. Made-to-order jewelry typically takes two to ten weeks to produce. Designers interviewed by JCK also noted that customers are willing to wait for a piece made especially for them.

Which jewelry products are suitable for preorders?

Preorders work well for engagement rings, custom-made pieces, personalized jewelry, limited collections, and popular ring sizes that are temporarily out of stock.

Everyday jewelry that can be shipped within a day or two may not need preorders. But if a popular design or size sells out, accepting preorders can help brands continue taking orders instead of turning customers away.

What preorder strategies do real Shopify jewelry stores use?

Jewelry stores use preorders in different ways. Some accept orders before releasing a new collection, while others collect deposits for custom-made rings. Some also let customers approve their designs before production or order ring sizes that aren't currently available.

Most of these stores also mention how long making and shipping a piece will take on their product pages. This helps customers know what to expect before placing an order.

For more ideas, check out our guide to Shopify preorder strategies.

1. Luma Jewellery

Founded in Hatton Garden in 2024 by Asher Wiener and Amir Sharabi, Luma Jewellery makes its pieces in its own workshop and sells directly to customers. Both founders have years of experience in the jewelry trade.

Preorder strategies they use:

• Engagement rings carry a "Pre-order" label. Customers pay a 50% deposit when ordering and pay the rest later.
• Klarna lets buyers who prefer to pay in full split the price into three interest-free payments.
• The store gives an estimated waiting time of 4–6 weeks for engagement rings and 6–8 weeks for fully custom-made pieces.
• IGI certificates, Trustpilot reviews, and a WhatsApp contact link appear below the buy button. These help customers feel more comfortable ordering an expensive piece online.
• Its Design Studio lets shoppers create their own designs and see an estimated price right away. They can then place an order using the same deposit payment option.

2. Fiorie

Fiorie is an Australian jewelry brand that makes custom engagement rings in its Sydney studio. Its designs use solid gold, lab-grown diamonds, and moissanite.

Preorder strategies they use:

• Buyers can pay 50% upfront, and it shows the exact date the remaining balance is due.
• An estimated delivery date appears right below the "Preorder Now" button.
• An "Order Notes" box lets buyers add a replica ring design name or other requests before ordering.
• Buyers receive a digital ring design within 48 business hours and have another 48 hours to review and approve it before production begins.
• The brand sends email updates throughout the process, from design approval to the tracking number.

3. Devereux Grace

Devereux Grace is a small US jewelry brand built around one design: the Jesus Necklace. The brand releases it in limited editions and includes a handwritten note with every order.

Preorder strategies they use:

• The restock listing shows a $10 discount, giving customers a reason to order.
• A "Preorder" badge sits next to the price, and a separate "Preorder Now" button appears below Add to cart.
• A preorder notice on the product page explains when orders are expected to ship, promises tracking updates, and offers a full refund if there's a significant delay.
• An email signup lets visitors get early access to upcoming restocks and new releases.

The brand's limited releases are one example of how jewelry businesses can use preorders for seasonal and limited-edition products.

4. Safran Collection

Safran Collection is a women-led jewelry brand based in Montreal. Founded in 2017, it takes its name from the saffron spice. Its designer, Lynn, has over 20 years of experience in the industry.

Preorder strategies they use:

• The Alleanza ring is available in every size. When a buyer picks an out-of-stock size, a "Preorder" badge appears next to the price and the button changes to "Preorder Now."
• A note under the payment options explains that each piece is made to order in about 6 weeks, and that the team sends a preorder confirmation and a shipping update.
• Shop Pay lets buyers split the price into monthly payments.
• This means the brand can continue accepting orders even when some sizes are out of stock, rather than losing those sales. These orders are fulfilled once the rings are ready.

5. Atlas

Atlas is a French jewelry brand named after the Greek Titan. It makes jewelry using moissanite and sterling silver, with designs for everyone.

Preorder strategies they use:

• A "Preorder" badge sits next to the price, and a "Pre-order Now" button appears below Add to cart.
• A short notice under the button explains the deferred payment terms before checkout.
• Each product page explains the waiting time: 2–3 weeks to make the piece and another week for shipping. This gives customers an estimated total waiting time of 3–4 weeks.
• Each piece comes with a GRA certificate, giving buyers additional information about the jewelry they're purchasing before it's made.

How to set up Shopify preorders for jewelry stores

Start by choosing which products, metals, and sizes customers can preorder. Then decide whether to collect the full payment or just a deposit when they place an order.

Make sure customers know how long they'll need to wait. Add preorder labels to product and collection pages so they can easily identify which pieces will be made after they order. Also, mention the expected shipping time on the product page.

For a step-by-step walkthrough, check out our guide on how to set up preorders on Shopify.

A Shopify pre order app like Dibs – Preorders & Backorders can help you manage preorder products, collect deposits, send payment reminders, and show preorder labels on your store. You can also explore our guide to the best preorder apps for Shopify to compare available options.

When setting up preorders, it's also worth knowing about common Shopify preorder mistakes, such as unclear delivery timelines and poor communication with customers.

Frequently asked questions

1. Can I accept preorders for only certain ring sizes?

Yes. You can allow customers to preorder only the sizes that are out of stock. This lets you ship available sizes right away while continuing to accept orders for the others.

2. How can I use preorders for a limited-edition jewelry collection?

You can accept orders for the first release and open another round of preorders when you restock. Offering a small discount to early buyers can also encourage customers to order before the next batch is available.

3. Can I collect a deposit for jewelry preorders on Shopify?

Yes. Shopify preorder apps let you collect part of the product price when a customer places an order and collect the remaining amount later. Two of the stores featured above, Luma Jewellery and Fiorie, collect a 50% deposit on their rings.

4. Should I show the full design before production?

For custom or expensive jewelry, sharing a design for approval is a good idea. It gives customers a chance to check the details and ask for changes before you start making the piece.

5. How can I build trust when selling made-to-order jewelry?

Let customers know how long making and shipping will take. You can also show jewelry certificates, customer reviews, and contact details so buyers can get answers to their questions before placing an order.