Wholesale jewelry ecommerce: B2B portals with dealer logins, tiered pricing, and PIM that survives a 10,000-SKU catalogue

Wholesale jewelry sellers, the people behind the retail counter, have been served by either off-the-shelf Shopify B2B (which fights every wholesale-specific rule) or by 10-year-old custom builds running on Magento 1 with no maintenance path. The modern answer is a Next.js storefront over Supabase with a real PIM connection to whichever supplier feed is the centre of the business: Stuller, Gemvision, Polygon, or in-house.

The clients I take on for wholesale jewelry ecommerce work tend to fit one of these three shapes:

• Mid-market wholesale jewelers (£2M–£50M revenue) selling to retail boutiques, department stores, and online jewelry brands
• Casting houses and findings suppliers serving the bench-jeweler trade with 5,000–50,000 SKU catalogues
• Gemstone-set finished-jewelry wholesalers needing a B2B portal that respects per-dealer pricing and credit terms

Tiered pricing is per-dealer, not per-tier

Most B2B Shopify apps treat tiered pricing as discounts off list. Real wholesale pricing is per-dealer: Customer A gets 38% off, Customer B gets 42% off, Customer C has a custom price file from a 2019 negotiation that nobody wants to revisit. The data model needs to support a price file per customer with override-by-SKU, not just three price tiers.

MOQ and minimum-order rules are not just cart validations

Wholesale orders have minimum order values, minimum line quantities, pack sizes (rings sold in size runs of 6, chains in dozens), and credit-term gating. The cart needs to enforce all of this server-side, with surfaced reasons when a rule fails, not a generic "your cart is invalid" message at checkout.

PIM integration is the actual project

For most wholesale jewelers, the website is a presentation layer over the PIM (Stuller LinkBuilder, Gemvision, in-house ERP, or a CSV export). The hard work is the data sync: daily incremental updates, image asset pipeline, attribute normalisation across vendors, dealing with vendors that ship corrupted feeds twice a year. Spending 70% of the build budget on the storefront and 30% on the PIM sync is the wrong split; it should be the reverse.

Net-30 / Net-60 credit terms break the standard checkout

Wholesale buyers expect to place orders on credit terms, not pay on checkout. The flow is: order placed, sales-rep approval, terms applied (Net-30, Net-60, COD), invoice generated, payment due later. Stripe and the Shopify-style "pay now" pattern do not fit this. The right pattern is a quote-and-approve workflow with Stripe Invoicing for the eventual payment.

• Per-dealer pricing with SKU-level overrides and per-customer price files
• MOQ + pack-size + credit-term cart enforcement, server-side, with clear failure messaging
• PIM sync layer: daily incremental from Stuller LinkBuilder / Gemvision / in-house ERP, image asset pipeline, attribute normalisation
• Quote-and-approve order workflow with sales-rep approval step before order finalisation
• Stripe Invoicing for Net-30 / Net-60 payments, with manual override for COD or wire
• Dealer self-service for invoices, statements, payment history, reorder favourites
• Multi-currency + multi-region with proper forex and tax handling (US sales tax, UK VAT, EU IOSS)
• Search and filter at scale: Algolia or Typesense over the 5,000–50,000 SKU catalogue, faceted by gem type, metal, weight, price tier

Project range: £12–40k for the build, depending on PIM scope, multi-language requirements, and the size of the existing catalogue. Ongoing retainer optional.

I run a WordPress agency with 5,000+ sites at Seahawk Media — that is the credibility on the agency side. The interesting half is the gemstone domain knowledge: I built and maintain the largest catalog of astrological gemstone content on the public internet at Deluxe Astrology — 125+ gemstones, 30 languages, full planetary and astrological pairing logic. I know what a Pukhraj is, what GIA cert numbers look like, what Rapnet feeds carry, and how to render a parcel-pricing table that the trade actually wants to use.

The retail-jewelry agencies (GemFind, Jewelry Website Designers, Lounge Lizard, WebFX) build Shopify storefronts for B2C jewelers and have done so for 20+ years. The generalist Indian dev shops (Magneto IT, TransPacific) ship volume work but do not speak the language. The intersection of "modern stack" and "actually understands the gemstone trade" is small enough that I am the only person on it I am aware of.

• Gemstone dealer website Wholesale loose-stone dealer sites with parcel pricing and lab certs.
• Serverless databases 2026 The database choice for a Next.js B2B portal: Supabase, Neon, or PlanetScale.

You book the 30-minute call, you describe the business, the catalogue size, the timeline. I tell you whether I am the right person; you walk away with a stack pick, a price range, and a realistic delivery window. No deck, no qualification screen.