Back to blog / How to Write a Jewelry Product Description

How to Write a Jewelry Product Description

Table of Contents
New call-to-action

Writing a jewelry product description should not be neglected by online jewelry retailers. It’s as essential as any other business activity in jewelry selling; however, it is also one of the most commonly overlooked. In this post, Picup Media will provide you with the most effective jewelry product description writing techniques to pique your customers’ interest.

When it comes to convenient shopping, online selling responds to the demands of the customers in the most appropriate way. It provides extreme comfort while shoppers get to relish the diversity of products available on the internet. Nowadays, there is nothing you cannot find online. Even exquisite jewelry retailers have found a profitable advantage in the power of digital technology. Consumers have picked up this answered-prayer convenience so quickly that online shopping becomes a revolutionized trend.

With e-commerce reshaping the shopping behaviors of most consumers, competition rises. How many jewelry stores can you find online these days? There are thousands or perhaps millions of them. These numbers keep increasing as more and more people leave traditional jewelers and traipse their way along with the growing trend of online shopping. It has posed a more significant challenge to online jewelers. How do you convert viewers into buyers by merely looking at your jewelry images? These tips should double your revenue.

Jewelry E-Commerce

Your Ultimate Guide to Starting Your Jewelry Online Business Is selling jewelry online worth the effort? Definitely! Shopping for jewelry is here to stay. It has stood the test of...

5 Trouble-Free Tips for Writing a Jewelry Product Description

1. In writing a jewelry product description, make your buyers fall in love with connotative adjectives. Be accurate and precise with your words.

writing a jewelry product description

More often than not, online jewelers tend to underestimate the power of words. However, in reality, it’s one of the rare gems you have to maximize profitability.

Jewelry is one of the products that demand connotative adjectives or those descriptive languages that elicit emotions from potential buyers. When you post your jewelry product images, you should aim to write accurate jewelry product descriptions and deploy descriptive words effectively – descriptions that would make buyers click the ‘Buy Now’ button.

Begin by replacing the word “beautiful” with adjectives such as luxurious, vintage-inspired, shimmering, whimsical, fashion-forward, eye-catching, or expensive-looking. Be as precise as possible. These adjectives offer vivid descriptions that not only tickle the emotions of people but also bring buyers who know what they want to your page.

When writing a jewelry product description, don’t forget that more than anything else, accuracy matters. Avoid using adjectives just because they sound good and posh, but rather use the ones that truly represent your product. For example, don’t say you’re selling a Bohemian-style jewelry item if it’s clearly not the case. This will get you in trouble later. After all, statistics don’t lie.

Statistics show that 87% of shoppers are searching for products online. Eighty-seven percent of shoppers also rate product content to be the most critical deciding factor when shopping. Of the many critical factors that make up a product content, a detailed product description consistently appeared to be the most desired by shoppers. This makes sense considering that 50% of polled shoppers have returned their online purchases because they did not match the product description.

Always be accurate and precise if you can.

2. Win shoppers by writing attention-grabbing jewelry product titles.

writing a jewelry product description
Initial pendant from Sirocca

Like news headlines, jewelry product titles hold the first step in getting found and scoring a possible sale. Always think of eye-catching, keyword-friendly phrases that will invite buyers to the site.

Do not forget that SEO does wonders, as well. In fact, optimizing your product titles for search engines should be your ultimate goal. A well-written descriptive titles help shoppers find your products in the oversaturated online market and learn about them and what they are before deciding to click any further.

Further, e-commerce sites like Etsy, Amazon, and Google Shopping also rely on your product titles to rank your page so, if you want to be on the first page of their search results, optimize your titles to rank higher for certain keywords. Product title optimization will also improve the experience of online shoppers.

Have you ever experienced typing keywords in the search box only to get irrelevant results? This is a major put-off for shoppers; hence, when optimizing, use accurate but competitive keywords to increase the relevancy of your product listing to attract more shoppers to your page.

Incorporating the most commonly searched but accurate keywords into the title is advantageous to you and the shoppers. Not only will it most likely increase the revenue, but it will also shoot up the page ranking of your website – all while providing shoppers what they need with utmost convenience.

3. Write a jewelry product description that satisfies the shoppers’ emotional and material needs.

writing a jewelry product description

It may sound cliché, but smart shoppers are always after the benefits they could get from buying a specific item. With this, it is crucial that online jewelry retailers integrate both emotional and material benefits that would transform potential purchases into sure sales. This is one of the characteristics of an effective jewelry product description.

Satisfying emotional and material needs can be attained through the following phrases: “Be mesmerizing”, “feel attractive”, “exude sexiness”, “be a trendsetter”, “look radiant” or “a perfect gift item for loved ones”, and “take advantage of discounts”, among many others.

4. Know your jewelry.

Designing a convenient jewelry website experience
Oval cut emerald and diamond ring captured using the GemLightbox and iPhone 7 Plus, No post editing or retouching

Because shoppers cannot physically check the item, online jewelers should be as detailed as possible when writing jewelry product descriptions. What materials are they made of? What stones or beads did you use? Did you use a toggle clasp or a lobster claw? Are they scratch-resistant or rust-resistant? Give the size in millimeters and do not forget to answer all these questions. These answers will help buyers in their decision-making while guarding you against after-sale complaints like purchasing an item not as described.

Another benefit of being detailed is the fact that it can minimize unnecessary questions, which could hinder a positive buying decision. Insufficient product details delay the sales and give more room for the shoppers to change their minds. Eliminate this and don’t waste your and your shoppers’ time.

5. Persuade potential buyers the same way you convince your friend.

writing a jewelry product description

Writing a persuasive jewelry product description means easily engaging your viewers by talking to them the way you talk to your friend. Address them directly and inject a tone of warmth and friendliness, which will help establish likability and mutual trust. This means that knowing your target market matters as it will allow you to deliver a persuasive pitch.

Remember, you can’t sell to people whose needs you don’t know. You must know their problem to the core for them to believe your offered solution.


Shopping for jewelry online could be a very confusing experience for shoppers for two reasons. First, because the chance to feel and touch the product on sale before buying it is not possible, and second, the options are almost limitless; it could be overwhelming. This is where writing a good and effective jewelry product description comes in. It is one of the essential tricks online jewelers should learn to outsmart competitors. It’s easy, so keep your creative juice flowing!

Picup Media Family

SOMELeave a Reply

Download Jewelry photography ebook