Monday, February 1, 2010

Made it Monday with GalleriaDiGiani

So last weeks MIM was all about how to make a necklace... which was awesome!  This week, John, from GalleriaDiGiani, is going to explain how to write better descriptions for jewelry!  :-D  I think a lot of these steps can also be used for other applications as well, so lets see what he's got to say!

How to Write Better Jewelry Descriptions:

Ok, so you have designed your merchandise, you have manufactured it, you have taken all the photos, uploaded everything, and now comes the hard part (for some). How on earth do I write a product description beyond just saying what the piece is? There are a lot of factors that go into deciding what to say about your piece.

1. Pick a few adjectives that might describe your piece. Is it fun and flirty? Bold and eye-catching? Classic and stylish? Wild and imaginative? Pick a few adjectives that describe how it feels to you. Right away, when people see a few adjectives, they start to tune into the personality of the piece, and can instantly think of times when they feel the same way, and can relate to how this piece will work for them at times like that, thinking "You know what? This is a fun and flirty piece, it would be neat to wear when I go clubbing with my girlfriends", and right away, they are picturing themselves wearing it.

2. Talk about how things coordinate with the basics. Think about all those basics that most women have; the jeans and t-shirt look, the little black dress, the white blouse and skirt look, etc. Can you see your piece being worn with multiple items in the basics? If so, discuss it. Let them know this piece makes a great transition from your jeans and t-shirt to you little black dress. Showing a piece's versatility is a big plus. If women can picture it matching multiple items, they are more inclined to wear it. If they can only picture it with that dress they wear once a year at the holidays, they will be less inclined to buy it.

3. Play up a certain aspect of the piece. If you are trying to describe a chunkier piece of jewelry, you can mention how well it goes with turtleneck sweaters. Since turtlenecks are often a fall and winter thing, though, be careful about making it a seasonal reference. Mentioning that it goes well with a turtleneck all winter long might not sell that piece in May. That might lead to "I will think about it and come back for it in October." Instead, throw in a few different references that span a whole year. Yes, it will work for turtlenecks, suits, it will dress up that power suit, go well with that long flowing summer dress, etc. Now, you have covered an entire year, and again shown the versatility. That's win/win.

4. Play up the type of stones used, if any. If you are using stones like amethyst, peridot, garnet, citrine, etc, and your piece is faceted, by all means discuss the facets. Faceting was done specifically to catch the light. That means that piece will catch someone's eye across the dance floor just as easily as it will reflect the candlelight from a romantic dinner. You have now just appealed to single and married women in the same description, so you haven't left anyone out. If the stones are opaque stones (tigers eye, lapis, onyx, etc), you can talk about how they not an overly dressy stone (depending on the piece you have them in), so they could easily be worn in a variety of situations (such as work) in which other gemstones might be too flashy.

5. Form and function. If you have pieces that serve a function on top of being just pretty jewelry, play that up, and give examples where you can. For instance, I have a line of magnifying glass pendants. While they are pretty, and a great throwback to a bygone era, they also serve a modern function. You can use them for antiquing, and inspecting for all those cracks and nicks that can reduce the value of something. You can use them on a night out, to assist with reading a menu. That means you can leave those reading glasses at home and have more room in your purse, which is a big help, especially if you are only carrying a clutch and need the room!

6. One-of-a-kind pieces. Oh, I cannot stress this one enough. Anytime you have a one of a kind piece, play that up! How cool is it to know that you will own a piece that no one else can own that will be quite like it. Those are the pieces that will get you noticed, those are the pieces that will have friends say "Wow, where did you get that??" Isn't that a special feeling when that happens?

7. Age appropriateness. Sometimes, buying things for teenage girls, or "mature" women can be difficult. Not all jewelry styles necessarily work for either group. If your piece is delicate enough, or simple enough, that you could see your teenage daughter/granddaughter wearing it, or your grandmother, make sure and point that out. Not everyone is good at buying the right thing. Answering a question like that for them in advance can be a big help.

8. Heirloom quality. Does your piece have that look of heirloom jewelry? Does it look like something that has been passed down through the generations (things like cameos, or antique brooches, things like that). If so, make sure and mention it. Having someone see that buying this piece could start a family tradition might be the final push they need to make that purchase. Aren't we all touched to see family traditions, whether in our own family, or in friends' families. How nice would it be to start one of your own?

9. Does your piece help someone overcome a problem they have with some jewelry? Lariat necklaces, by their very nature, do not have clasps. Sometimes, on longer necklaces (say, 24 inches or longer), people make them a continuous strand, with no clasp. If this is the case, you can definitely discuss that. Some women have trouble working clasps, for any one of a number of reasons. By reminding them that your piece has no clasp, and that it would be perfect for anyone who has trouble with clasps, you have just shown that you have solved their problem for them, and have created a piece with them in mind.

10. Sterling versus Fine Silver. Not everyone may know the difference between the two. If you are using fine silver in your pieces, make sure and point out that fine silver will take much longer to tarnish. Of course, if you have some sterling and some fine silver pieces, it is probably best to watch how you word it, so as not to discredit your sterling pieces. Perhaps say that even with the best of care, sterling might occasionally need to be cleaned, whereas fine silver will require much less maintenance in that regard.

These are just some of the things to take into consideration. If you start thinking in these terms, you will no longer be saying:

"This necklace is 18 inches long and is made of small lapis beads with a large lapis pendant. This necklace can be resized. Indicate size when ordering."

Instead, you can now say:

"This stunning necklace is made of small lapis beads, completed by a bold lapis pendant. This necklace can be the centerpiece of your jeans and t-shirt look, can set off your white blouse at the office, would look stunning with you little black dress for that special dinner (you know, the one where you want to dress up, but still feel a little casual). No matter what the outfit, this piece will get you noticed. No matter your mood (fun, classy, elegant, relaxed) you will find many opportunities to wear this almost anywhere, and it will become the piece in your collection that you come back to over and over again."

I hope I have helped.



RedRubyonFire said...

Thank you for sharing! This helps a lot, I found myself taking down notes!

john said...

Thanks RedRuby. Glad I could help! Watch as much QVC as I do, and you pick up a few things about product descriptions :-)

Pili said...

Really great piece(s) of advice! I will be point some jewellery sellers asking for help on improving their descriptions this way!

Softflexgirl said...

I wanted to drop you an email but I can't seem to find a link to your email address. Can you email me?