How To Write Jewelry Descriptions That Will Help Your Sales

What do jewelry descriptions have to contain to be as straightforward as possible, so the people understand what they buy?

If you own a fine jewelry business, then you know how important it is to have well-written and compelling product descriptions.

When it comes to describing jewellery, there are a few things you should keep in mind.

First and foremost, be sure to use easy-to-understand language.

You need to try and be as creative as possible; the more unique your descriptions are, the more likely people are to remember your store. After all, you want people to get excited about the pieces you’re selling!

Your jewelry descriptions and product images are what will help convince potential customers to purchase from your store.

In this blog post, we’ll give you some tips on how to write jewelry descriptions that will help boost your sales.

Even if you can get a bit technical when you write jewelry descriptions, make sure that your potential customer can understand it.

Let’s start.

Precious metals 

Stamps and hallmarks

All the fine jewellery, no matter the type, has to show the metal used to make it.

Whether it was rose, yellow or white gold, platinum or just gold-plated silver jewellery, the piece should have a stamp.

Mainly in Europe and US, jewellers use 9K, 14K, 18 K Gold, 950 Platinum and 925 Silver.

Many websites add in their description the hallmarking of their country. For example, for jewellery made in the UK, it is written that the piece of fine jewellery has been certified in accordance with the Hallmarking Act 1973. 

With the rise of inflation, the prices of gold and jewellery also increased. Therefore, explaining the stamps or a hallmark inside a ring, on the clasp of a bracelet, or on the post of a pair of earrings is essential.

Most fine jewellery is stamped with a number (for example, PT950 – for platinum or 750 – for 18K gold) or a hallmark, which is a figure and a number.

While it is difficult for the customers to know what it means, if you explain it properly you will gain their trust.


If the jewellery is set with precious stones like sapphires, rubies and emeralds, a description of its quality is necessary.

First, the jewelry description should start with

  • the number of stones
  • cut
  • carat weight

Sapphires, rubies and emeralds should have their colour and clarity described.

For high-end jewellery, if the gemstones’ colour or clarity improves through treatment, it is recommended to have it disclosed.

For semi-precious stones like amethyst, rose quartz, topaz, and tourmaline, adding the number of gemstones, carat weight, cut, colour and clarity will help the customer with the buying decision.

Jewelry Diamonds

With the growth in the market of lab-grown diamonds, a jewelry business should disclose if a diamond is natural or not.

Although both are made under high pressure and temperature, from the same chemical ingredient, carbon, there is a significant difference in the amount of time (natural diamonds take millions of years to form and lab-grown diamonds just a few hours) and, of course, price.

Apart from its origin, a jewelry description should include the diamond’s colour, clarity, cut and certificate. Also, the shape of the diamond set in jewellery and the number of stones.  

Lastly, the retailer should disclose if the diamond was colour or clarity treated.

Measurements and sizes

The next point in the shop jewelry descriptions should be the size and measurements of an item.

Most rings sold online are between sizes 4 – 10.

You should always add a size guide for your clients to measure their circumferences.

Bracelets, necklaces and pendants should have the length and width specified.

Pendants and necklaces have the following lengths:

  • 14″ – choker
  • 16’’-18″- everyday pendant
  • 20’’-24″- matinee
  • 30″- opera
  • 35″ – ropes

Sizes for bracelets start at 16 cm to 22 cm.


Type of settings 

Engagement rings solitaires, or with side stones, halo setting (main stone with small diamonds around), cluster setting (flower typesetting), bezel setting (metal around the gemstone), three stones ring, and five stones.

Prong settings are perhaps the most common type of setting.

Depending on the design, the gemstone can be set low, medium or high (cathedral mount).

The gemstone (diamonds or other precious stones) is held in place by 4 or 6 little metal claws called prongs. 

The prongs can be all shapes: pointed, rounded, flat, or V-shaped.

The V-shaped prongs, for example, are used as fancy shapes to protect the stone.

The main benefit of this type of setting is the simplicity and the fact that it allows the stone to be seen and sparkle, especially in a 4-prong setting. In addition, it will enable the light to pass through and helps stones like diamonds, for example, to show off their fire and brilliance.

The most common and traditional prong setting is the solitaire engagement ring. This setting is mainly focused on one stone raised low or medium. It features a plain band of pave diamonds on the shoulders of the ring.

The 6-prong setting is a design that was developed by Tiffany & Co in 1886.

The company developed a specific solitaire six-prong setting to maximize the light return on the diamond and trademarked it.

Another great design for a prong setting ring is a cathedral mount. The shoulders are tapered. 

It is an elegant display that imitates the elegance and grace of a cathedral, using arches to frame the diamond or any other gemstone. 

It’s a perfect setting to protect the stone, particularly if the arch extends to the stone’s table or girdle, especially is it a soft one like opal, lapis, tourmaline, or quartz.

It offers a maximum impact on a smaller budget because of the arches of the design that add height, protection and distinction.

Angles can create the illusion that the gemstone’s size is more significant than reality.

The three-stone engagement ring is a more traditional alternative to the solitaire.

The three stones set together symbolise the couple’s past, present and future.

Either choose the main stone with two smaller gemstones on both sides or three stones of the same size.

The most common cuts for this type of engagement ring are round brilliant, princess or cushion cuts.

When we talk about other gemstones, people prefer a diamond as the main stone and the other two sapphires, rubies or emeralds on the sides.

Also, it can be three diamonds or other precious or semi-precious gemstones.

Prince Harry proposed to Meghan Markle with a beautiful three-stone diamond ring.

The ring featured a 2,5-carat cushion cut diamond sourced from Botswana, and a pair of round brilliant cut diamonds on the sides, from Princess Diana’s collection.

Initially, the diamonds were set in an 18K white and yellow gold plain mount, but she changed the design to a thin diamond set mount. 

The Halo engagement ring is a very delicate, elegant and feminine setting.

Halo setting adds a circle of invisible-set, channel-set or prong-set diamonds around the central gemstone.

The main stone can be any shape, round brilliant cut diamond, princess cut, radiant, oval, marquise, heart-shaped and pear-shaped.

Other step cuts, including emerald, don’t work as well because the surrounding stones are more sparkling than the centre ones, which can appear flat and dull.

This setting is one of the most popular when you want to create an illusion and give the appearance of a bigger diamond size. Choose an excellent clarity and colour stone in the centre.

The small diamonds around can be a lower quality but they will bring out the central stone.

A cluster setting engagement ring means that small stones are set together tightly to give the illusion of a larger diamond. It can either contain a larger centre stone or cluster together stones of equal size.

You can choose diamonds or other precious or semi-precious gemstones for this particular setting.  

The bezel setting is the second most popular ring after the prong setting.

It protects the gem much better, has a contemporary, clean look, and gives more freedom of movement.

A metal rim surrounds the diamond or other gemstones by the girdle.

This setting can create the illusion of a larger stone- if you choose the white metal setting and a colourless diamond, or yellow gold metal and a yellow diamond.

You can select a full bezel, which encircles the whole stone or a partial bezel, which leaves the sides open. 

It is ideal for ladies involved in physical activities. However, some believe this setting does not allow as much light into the diamond because of the metal surrounding it; others argue the contrary.

Also, the price of a bezel-set ring is higher due to the amount of work and metal involved.

The flush setting sets the gem into a drilled hole in the ring’s band.

The metal is hammered around the diamond to hold it in place.

This setting is not recommended for harder stones like diamonds, rubies, and sapphires because the jeweller must knock on this piece of metal to hold the stone in place.

However, this particular setting is popular among men’s wedding bands as the gemstones are fixed securely in the ring’s band. 

Antique / Vintage/ Art Nouveau

There are four specific periods of jewellery fashion: Victorian, Art Nouveau, Edwardian and Art Deco. However, due to the lack of technology and the cutting tools available nowadays, many diamonds set in these rings are Old Mine and European cut.

These antique cuts are rawer. As a result, the stones have more inclusions and less sparkle and are usually yellower in colour.

For more vintage designs adapted to modern society, many designers use metal filigree (tiny metal beads cemented together), milgrains (little balls of metal decorating the sides of the band and the crown of the ring) and floral patterns.

Other popular rings are the half eternity bands (50% coverage), full eternity bands (100% coverage), and simple metal bands.

Type of designs for Earrings 

The most common earrings available are studs.

It is compound by one stone for each earring.

The diamond or coloured gemstone is set in a 4, 6 or eight claw design.

Also, it might be available in a bezel setting.

That means that the diamond is surrounded by metal. 

These earrings have three types of fastenings: screw, butterfly, or alpha back post. 

Most high-end jewellers use the former one.

It contains a spring-loaded mechanism activated when you apply pressure with your fingers.

Picking the back in the correct place will cause the locking mechanism to retract so you can remove the post.

Other types of designs for earrings are hoops, huggees, wire hooks, dangles, teardrops and chandeliers.

Type of designs for chains:

The most popular designs for chains are the following: trace, curb, Spiga and belcher chain.


Some of the most common fastenings for bracelets, pendants and necklaces are the clasp fastenings: spring ring, open box, lobster claw, bracelet catch, S -hook, toggle, and magnetic.


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