Selling your jewelry is an art. Each element of your marketing strategy should be comprehensive and thoughtful, including your product descriptions. Compelling product descriptions for jewelry contributes to sales success because they serve as your online sales associates, including having the power to make or break the experience for your customers. In this article, we’ll discuss why enticing product descriptions for jewelry are so important and how to write descriptions that can close sales.
The Importance of Product Descriptions for Jewelry
Your product descriptions are one of the most important elements on your jewelry website. This is where customers will learn more about an item they’re considering purchasing. Customers want to know about the materials, gemstones, dimensions, care instructions, and your brand’s design philosophy. The product description tells the story of each piece, and can transform a piece of jewelry from just an item to a meaningful treasure in the eyes of your customers. Excellent copy has the power to convert window shoppers into paying customers by helping them understand the value of your jewelry.
Great product descriptions build trust and credibility. Detailed, accurate descriptions demonstrate that you know your products inside and out. This makes customers more confident that your products will meet their needs because they’re able to assess fit before they make a purchase. Product descriptions can also improve SEO, which makes it easier for customers to find your products while searching online. More visibility leads to increased brand awareness, website traffic, and sales.
Engaging, informative, and vivid product descriptions create an emotional connection between the consumer and the jewelry. Put yourself in the mindset of your ideal customer — what details will convince them to add this piece to their cart? Crafting persuasive descriptions is a skill that takes practice, but it's worth the effort.
6 Tips to Help You Craft Product Descriptions
Now that you know how important product descriptions are for increasing sales, let’s discuss some of the best ways to create excellent copy. Follow these guidelines to develop better product descriptions:
#1: Get Specific
In your product descriptions, describe the metal type and purity, gemstone type and carat count, dimensions, weight, and other tangible details. Using specific language helps to convey exactly what your jewelry looks and feels like. Highlight everything that makes your jewelry special and unique, and use this opportunity to proudly display the beautiful pieces you create. This can help to build trust between your customer and your brand. A detailed product description with accurate specs can answer any questions they might have about the jewelry and help close the sale.
#2: Paint a Picture
Use vivid yet concise language to help customers visualize themselves wearing the piece. Describe the way light catches the gemstones or how the materials feel against the skin. Do more than just describe how the piece looks; tell the customer how they’ll feel when wearing the jewelry. Will this piece make them feel romantic? Inspired? Grounded? Glamorous? Bold? Share interesting details about the design that spark emotional connections.
#3: Match Your Brand Voice
Every product description's tone should align with your brand. Stay consistent with the copy across your website and marketing materials. Is your style professional, romantic, or sarcastic? Don't be afraid to add some flair while keeping your business goals in mind. This can help to infuse some personality into customers’ experience with your brand and help them connect with your jewelry.
#4: Tell a Story
Share some inspiration behind the piece you are describing — explain why you designed it and how it fits into your collection. Customers want to know the real people and passion behind the jewelry they buy. A short narrative makes the piece of jewelry more memorable and can convince customers that the purchase is a smart decision.
#5: Hire a Pro
Not a wordsmith? That’s okay! Focus on what you do best and hire a copywriter to help you develop this part of your website. It’s important to delegate when you need to, and if this skill isn’t in your wheelhouse, it’s a good idea to turn to someone who can help. Words are powerful, so hire a copywriter who knows how to use them.
The product description has more power than you might think to influence your customers and drive your sales. While you’re looking for ways to increase your revenue, consider using Reshyne to streamline your operations, facilitate communication between your team, and provide an easy way for customers to place repair orders. Reshyne is an all-in-one, cloud based software designed to help jewelry brands get more done. Schedule a demo today to see how Reshyne can change the game for your jewelry business.