Writing Jewelry Descriptions

According to jewelry copywriter.com, to be successful artists who sell jewelry online "need compelling, romantic copy to convince readers their jewelry is as beautiful as pictured".  I guess I had wondered why there is a need for writing descriptions when clear succinct pictures are there to tell the tale.   And yet, I guess this makes sense, the buyer needs to be convinced that the real thing will be just like the picture or even better. 

People love to look at images and dream.  Especially about travel, holidays, jewelry, clothes and houses.   With jewelry though, it can be hard to find much to write about. Good solid copy will have the correct ingredients, such as, size, materials and the kind of clasp used.

But to sell jewelry well there must be something more.  A hook, or a talking point that captures the interest of the buyer.  What you are trying to do is keep the buyer on the page long enough to fall in love with the piece of jewelry.

I asked Kate Farrant whether she had some jewelry I could write about for the purpose of exploring Jewelry Product Descriptions.  The piece featured above is on Etsy in the KateFarrantArt shop.

This piece is called Purple Kaleidoscope lamp work earrings.

So there is the hook!  What is lamp work?  

Her product description reads: Artist made lamp work beads in a beautiful kaleidoscope of purples, amethyst colored crystal beads with antiqued bronze bead caps and Boho French style ear wires. Beautiful!

Wikipedia says that Lampworking is a type of glasswork where a torch or lamp is primarily used to melt the glass. Once in a molten state, the glass is formed by blowing and shaping with tools and hand movements.Once asked, Kate went on to say. "They also twirl it on thin round mandrels to make the hole in the middle for beading such as this." 

Boho French ear wires hold these beautiful porcelain floral beads flanked by bronze bead caps and a single fuchsia colored jade glass bead. About 5cm total length. Kate.

With this piece, the quality of the artistry of the hand painted porcelain beads are subtly accentuated by contrasting 'minty' greens and shades of lavender.  The bronze bead caps and Boho French ear wires have an antique feel ensuring the whole sculptural composition comes together in an elegant style.

Interestingly the price is a mere $21.95 AUD

I wonder how this artwork can be this cheap?  The craftsmanship and the quality of the materials is clearly evident.

Notice the way Kate has placed the composition when photographing her work.  She has used dark rocks to set the scene and laid the jewelry on a mottled brown/ochre/grey background so that the antique rustic 'rusty' feel exudes from the arrangement.  It is a very clear, detailed close up of the attractive design.  

Notice we said in the introduction that the writer sets out to appeal to the five senses.  Use 'feeling' words ....rustic feel.  And appeal to the olfactory sense (sense of smell) lavender and minty.  So for example the writer might introduce the work by saying -

These exquisitely hand crafted antique earrings have a delightful fresh summery aura, while retaining the time worn tradition of antique artistry.  Then go on to incorporate as many of the five senses as possible.   Whilst it is true, you are trying to appeal to as many types of learners as possible - you are also developing your 'hook'!

There is no doubt that buying online is convenient and that there is an unlimited range from which to choose.  Etsy, Amazon and eBay are just a few of the reputable online shop front spaces where art lovers can browse to buy handmade jewelry.

All artists whether professional or hobbyists must learn to present their work not only in it's best light but creatively with a view to firmly placing it within a niche. Kate provides examples above where she has capitalised on the nature of lamp work and firmly places her work within the antique jewelry genre. 

But the real artistry of copy writing is when embedding 'copy' within an extremely well composed and staged visual composition that illustrates the words. Then the effect has the magic of poetry. Remember - you want the customer to stay on the page long enough to see that the picture really does represent the real thing!