If you sell jewelry to customers in the European Union (EU)—whether through your own website or marketplaces like Etsy, Amazon, or eBay—the EU’s new General Product Safety Regulation (GPSR) applies to you. This updated regulation, effective as of December 13, 2024, replaces older safety rules and underscores the EU’s commitment to consumer product safety. The GPSR applies to all consumer products in the EU, including jewelry, regardless of whether you sell locally, internationally, or online.

Prioritize Product Safety

Ensuring that your jewelry is safe for consumers is the cornerstone of the GPSR. The EU maintains strict rules regarding hazardous substances such as lead, cadmium, and excessive nickel—all common concerns in jewelry. Products containing these materials above legal limits cannot be sold in the EU.

To comply, you must:

  • Verify that your materials—whether metals, stones, or finishes—meet EU safety standards.
  • Conduct third-party lab testing of your products to confirm compliance.

Safety considerations go beyond materials. Jewelry with small components, such as clasps or beads, may pose a choking hazard, especially for children. If your jewelry includes features that could be risky, you must include clear safety warnings on both product labels and online listings.

The EU’s RAPEX (Safety Gate) database is a valuable tool for identifying safety risks, such as harmful materials or potential hazards. You can access it here: EU RAPEX Safety Gate.

Designating a Responsible Person in the EU

One of the most significant changes under the GPSR is the Responsible Person requirement. If you’re based outside the EU, you can no longer ship products directly to EU customers without designating someone within the EU to take responsibility for safety compliance.

The Responsible Person can be:

  • An importer who brings your products into the EU,
  • A fulfillment service provider that stores and ships your goods from within the EU, or
  • An authorized representative, which is a business or individual you hire to handle compliance tasks.

This person or entity must:

  • Ensure that your jewelry meets EU safety requirements,
  • Hold key safety documentation, and
  • Cooperate with EU authorities if issues arise.

Without a Responsible Person, your products cannot legally enter the EU market. If you don’t already work with someone in the EU, consider services that connect businesses to authorized representatives. Examples include:

  • The U.S. Commercial Service (link here), or
  • Trade groups that specialize in EU compliance.

Clear Information and Traceability

The GPSR emphasizes traceability. Each piece of jewelry you sell must include clear information about your business. At a minimum, your products or their packaging must display:

  • Your business name or brand name, and
  • Your contact information (email address, phone number, or physical address).

If your jewelry presents potential safety concerns, such as small parts, you need to include appropriate warnings. For example: “Warning: Small parts. Not suitable for children under 3 years” on product packaging or website listings.

In addition to labeling, you must maintain traceability through the supply chain. This means knowing where your materials originated, how the jewelry was manufactured, and where it’s being shipped. Keeping thorough records will help you demonstrate compliance if questions arise.

Compliance on Online Marketplaces

If you sell jewelry through platforms like Etsy or Amazon, be aware that the GPSR imposes new responsibilities on online marketplaces. These platforms must verify product safety information and take action against unsafe products. For you as a seller, this means your product listings must be accurate, detailed, and fully compliant with EU safety rules.

To avoid disruptions, such as having your listings removed, ensure that you:

  • Clearly describe your jewelry, including all materials used,
  • Add necessary safety warnings, and
  • Have safety documentation readily available in case it’s requested.

Stay Ahead of Compliance

Navigating the EU’s GPSR requirements may seem daunting, but staying informed and proactive can protect your business and reputation. By prioritizing safety, designating a Responsible Person, and maintaining traceability, you can ensure your jewelry meets the EU’s standards and continues to delight customers across Europe.