Embedding a live gemstone feed on your jewellery website

A static gemstone gallery on a jewellery site goes stale within days. The fix is to wire your site to a live feed of the dealers you follow — so when a stone sells, it disappears, and when new stock is uploaded, it appears.

How the Chaos feed works

Once you're approved as a jeweller, you generate a single API key. The key authorises one JSON endpoint that returns the inventory of every dealer you follow, with your chosen markup already applied and your chosen display currency baked in.

Three integration options

1. Drop-in widget — two lines of HTML. Best for Shopify themes, Webflow embed blocks and WordPress custom HTML.
2. iframe embed — best for Wix and Squarespace, where inline scripts are sandboxed.
3. JSON API — for custom sites and developers who want full control over the rendered card design.

Markup, currency and pricing rules

Set a global markup once (we suggest 2.0–2.5× wholesale for retail) and override per dealer if you want. Pick a display currency for browsing and a separate Feed Output Currency for what your customers see. Stones a dealer has flagged with a minimum-price rule appear in an excluded array — render those as "Contact for price" rather than hide them entirely.

SEO considerations

The widget renders client-side, so embed a brief, indexable text intro above the gallery. Use the JSON API and server-render the cards if SEO is critical to your business. Either way, set a clear title and meta description on the page that hosts the feed.