Product Description Examples (& Ideas) for Online Jewelry Stores

The global jewelry market seems to be surging ahead, with the CAGR being estimated to be 4.6% YoY between 2023 and 2030. 

While sizing information, product guidance and technical specifications are all supremely important in the online jewelry space, what we’ve seen subtly drive conversions repeatedly is the jewelry description. 

To enable you writing product descriptions for your jewelry store, we’ll cover:

5 Ways to Write Amazing Jewelry Product Descriptions

24 Examples To Help You Write Compelling Product Descriptions

5 Ways to Write Amazing Jewelry Product Descriptions

The global jewelry market is anticipated to grow at an accelerated pace of 13.5% in 2024 (from 10.8% in 2023.)

This is the same reason you’ll have to work harder to choose the right descriptive words for jewelry your brand crafts: 

1. Design the content (like you’d design the jewelry)

How the content reads and flows often decides if the shopper will go away with the kind of info that’ll generate trust and a need for action. 

A flow we’ve seen that works with jewelry clients goes like:

- A single line on what the product looks like when it’s worn or what occasions it’s best worn 

- A few bullet points on the most important specs

- A line on the materials used

- A line or two on care instructions 

2. Inspire the shopper’s imagination 

While your brand value or material sourcing is important for the shopper, what’s way more relevant is why owning the product will leave them better off. 

To trigger the shopper’s imagination through catchy jewelry descriptions:

- Talk about life situations your target audience will easily relate to (for example, if you sell dressy jewelry, talking about a lunch date may draw their attention faster)

- Talk about how they can style this piece of jewelry (for example, if it has two parts, tell them what they can do with them separately and also in combination)

- Talk about the inspiration behind the product (for example, if you arrived at the design reading about Greek myths on the moon, a shopper would love to be transported to the same world!)

3. Talk to the user—directly

May seem like obvious advice but we’ve noticed a number of jewelry stores focus on “we created” and “we crafted”—their language hinging on their own greatness and innovation. 

Instead turn the focus towards the user. We’ve noticed how using simple shopper-centric phrases like  “You’d love…” and “You’ll celebrate…” can make a difference to conversions. 

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4. Offer valuable advice 

Remember: shoppers are always trying to create an experience through the jewelry they buy—whether it’s for themselves or someone they love. 

So, your catchy jewelry descriptions have to come across as knowing and authoritative:

- Feature detailed care instructions 

- Tell them how to gift the product (this includes gift wrapping, gifting it with another product etc.)

- Let them know how a gift recipient can return the product 

- Feature a size guide that takes them from one step to another 

5. Combine the rational with the emotional

In effect, what you will be creating is trust on one hand and aspiration on another. 

The rational part of your jewelry product description would contain:

- The specifications

- How the materials are sourced

- What sort of certifications or credentials your brand or collection has earned

The emotional part of the jewlery description would touch upon:

- The felt-sense of the product in-use

- How the shopper can style the product for maximum impact

- What sort of inspiration the product was created from etc.

24 Examples To Help You Write Compelling Product Descriptions

1. Scan quick, buy quick (Bing Bang NYC)

How this jewelry product description drives conversions:

- Its brief and concise nature is quick to absorb for those who’re scanning through multiple pages of content, and trying to arrive at a purchase decision

- Offers suggestion on how the ring can be part of a stack for a more “dramatic” effect (this is a brilliantly subtle nudge to buy more)

2. Feature a brand promise (Blue Nile)

How this jewelry product description drives conversions:

- The description specifies how materials are used, helping the shopper imagine the actual experience of using it

- Blue Nile features elaborate content on the brand’s promise to shoppers, be it about packaging or lifetime product warranty

3. Highlight what’s most important (King Ice)

How this jewelry description drives conversions:

- King Ice achieves great detail in a short number of words—the bullets help highlight the most important points 

- Without going into great complexity, they bring specifications to the forefront 

4. Make the USP shine (Rebel Nell)

How this jewelry product description drives conversions:

- Clearly states the USP of the product (“bold gold and repurposed graffiti”)

- A link stating “view store information” enables those who want to go the BOPIS way

- An elaborate segment on their 2 year warranty builds trust in shoppers

5. Make ‘em imagine (Aurate)

How this jewelry description drives conversions:

- The “story” section evokes a connection between shopper and product, since it’s written to imagine the product in richer detail

- Generous use of icons with short text to drive the USPs of quality and service

- A nudge to go over the entire collection that the specific product is a part of, within the description

6. Upsell subtly (Cadette)

How this jewelry product description drives conversions:

- Captures details that is meant to invoke warm feelings in a shopper

- Gently upsells a necklace from the same collection (without showing it as a recommendation)

- Offers information on the larger collection to create curiosity in shoppers

7. Be super transparent (VRAI)

How this jewelry description drives conversions:

- The description lays focus on customer support and material sourcing

- It hyperlinks relevant text, which then leads the shopper to a related category page for more exploration

- A one-line callout that enables shoppers to get a sense of the product without having to read the full description

8. Organize the description neatly (Jenny Bird)

How this jewelry product description drives conversions:

- Neat sections help shoppers sift through the various aspects of the product description

- The main descriptor catches the “feel” of the product in-use, driving confidence

- Customer support details are a part of the product information 

9. Pick impactful words (Oma the Label)

How this jewelry description drives conversions:

- Highlights aspects that shoppers would naturally lean into, to make a purchase (like “timeless design” and “long-lasting wear”)

- Combines uniqueness and a sense of nostalgia to make the product seem more desirable

- Offers highlighted text in the description to take shoppers to other related category pages

10. Zero in on audience speak (Astrid & Miyu)

How this jewelry product description drives conversions:

- The use of language instantly pulls the core target audience (those who’re into spiritual/celestial jewelry) 

- The positioning of the description is clever (a shopper views it alongside info like gifting options & membership reward points)

- Clear care and storage instructions 

11. Keep it short & simple! (Alison Lou)

How this jewelry product description drives conversions:

- Super crisp, relatable description

- Highlights the fact that the product is “handmade in NYC”

- Clearly states how much time production will approximately take

12. Embellish with the right icons (Artizan Joyeria)

How this jewelry product description drives conversions:

- The icon-based call-outs help shoppers understand the most obvious benefits of purchasing

- The broader description sections answer most of the questions shoppers may have before a sale

- The details section highlights the anatomy of the product really well

13. Offer support, clearly (Justine Clenquet)

How this jewelry product description drives conversions:

- A short but detailed description is a pleasure for shoppers scanning through

- The assistance section makes it super easy for shoppers to shoot out quick queries

14. Create super relevant content (Alighieri)

How this jewelry product description drives conversions:

- Strategically placed description increases the chances of shoppers paying attention to it

- it covers highly relevant sections of content, especially for those who’ve never bought from the brand

- The “responsibility” section drives trust in the brand even if a shopper is visiting the store for the first time

15. Offer self-help guides (Monica Vinader)

How this jewelry product description drives conversions:

- Clear instructions on customization makes Monica Vinader’s jewelry product descriptions easy-to-consumer for shoppers

- A detailed locket photo guide ensures enough self-help for shoppers

- In-depth info on their 5-year warranty reassures shoppers immediately

16. Be edgy about use cases (Edge of Ember)

How this jewelry product description drives conversions:

- The description throws light on various scenarios in which the shopper can use the product 

- The bullet points calling out the most important details speeds up decision-making

- A separate 2-year warranty call-out that then leads the shopper to a separate page with more info

17. Promote a related collection (Brilliant Earth)

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How this jewelry product description drives conversions:

- The description highlights the collection the product is part of (this enables further discovery)

- An urgency message with “TODAY” leads the shopper to want to purchase a little extra

18. Make the buy aspirational (Ritani)

How this jewelry description drives conversions:

- The description wonderfully captures the effect of wearing this product

- They list out the various occasions this product is suitable for (increasing the target audience base, in effect)

- Customer support is featured as an extension of the product info (“want to know more?” makes for powerful invitation to engage the shopper)

19. Leverage the emotions (Notte Jewelry)

How this jewelry product description drives conversions:

- Emotionally evocative start, which makes the shopper stop and read

- The bullet points make it easy for shoppers to gain a quick understanding of the product

- Words like “handmade” and “natural” create a deeper positive  impression on the target audience

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20. Call out to stand out (Taylor & Hart)

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How this jewelry description drives conversions:

- A super crisp description that touches upon the most vital info (sizing, personalizing etc.)

- A short call-out descriptor that helps orient the shopper to understand the product better

- Prioritization of the description before the price & payment methods in terms of UX design

21. Hook high-intent shoppers (Rellery)

How this jewelry product description drives conversions:

- Careful use of language to enhance the perceived value of the product

- Detailed, in-depth view of the product across the separate content sections

22. Make the first fold count (Laura Lombardi)

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How this jewelry description drives conversions:

- The description section appears above the fold, making it easy for shoppers to stop and read

- It carries only THE MOST important information that’ll help a shopper decide on a purchase

- Prioritizes the sizing info, which is the most crucial piece of info for a shopper

23. Use power phrases (Alex + Ani)

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How this jewelry product description drives conversions:

- Speaks straight to the tastes of the target audience—and makes them feel good!

- Highlights information on the most important part of the product: the stone (turquoise)

- Uses a power phrase: “top quality craftsmanship”

24. Offer quick tips (Tada & Toy)

How this jewelry product description drives conversions:

- Talks about how best to wear the product

- Features right below a limited time offer & star ratings

Related reading:

Jewelry Product Page: 24 High-Converting Examples

15 Ways Online Jewelry Stores Can Boost Conversions

How to Cross-sell on Product Pages—Without Being Pushy (+ Examples)

eCommerce product videos: 28 brand examples to learn from

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