The jewellery industry is going through a tremendous transformation with the growing demand for customized e-commerce storefronts that make customers engage and increase sales. In this paper, it is presented as a survey of an end-to-end solution to the customer persona-based jewellery recommendation system where advanced recommendation algorithms are combined with insights given by AI and deep learning. With these kinds of technologies, it is possible to engage and optimize inventory management as well as improve customer experiences, thus increasing conversion rates and customer loyalty. Discussion and exploration of existing methodologies, current challenges, and future directions in jewellery recommendation systems will be presented, focusing on the transparency and fairness requirements of the algorithmic recommendation.