Optimizing Your Online Jewelry Product Listing

Optimizing Your Online Jewelry Product Listing

Optimizing Your Online Jewelry Product Listing

 

Jewelry continues to be a popular category for most online shoppers. Despite a 1.5% decrease in overall market size since 2021, the industry has still experienced a larger and faster increase compared to the eCommerce market as a whole. The jewelry industry is valued at $8.7 billion in 2022. Therefore, it remains crucial to maintain an excellent online presence, which includes the online platform and specific jewelry listings. Shall we delve deeper into these aspects?”atform and specific jewelry listings. Shall we delve deeper into these aspects?

 

1. Online Jewelry Sales Platforms

 

Your website, marketplaces, and social media channels are online platforms on which you can list your jewelry products. You may also place advertisements for your products on these platforms.

 

It’s important to remember that every sales platform you use as a jewelry seller will have its own specific requirements for item details and presentation. For instance, the way you title a product on Google Shopping will differ from how you title it on Instagram or Amazon.

 

When it comes to your online jewelry store, you may decide to create a website for it from scratch or start with a quick, easy-to-use template like the one Valigara offers, made specifically for online jewelry sellers. Our recommendation is to start with a basic site, then slowly upgrade it as your business grows. Here is a separate article where we go into more details about the specifics of a jewelry store website.

 

As far as marketplaces are concerned, here are the most popular ones for jewelry items:

Each of these platforms would have its own categories, and sometimes subcategories, that you can select to add your product under. These include fine jewelry, fashion jewelry, accessories, diamonds, etc. Each of these platforms will also have tags or descriptors that you can attach to your product listings.

 

Lastly, when it comes to social media channels, you will also find many options for selling your jewelry there as well. The best channels for that are:

  • Instagram
  • Facebook
  • Pinterest
  • Tik Tok

     

Others like Snapchat or YouTube may also be useful, but mostly in combination with another channel or online platform. We also recommend using at least one platform in each of the three categories above.

2. Product Listing Specifics

An important parameter of selling jewelry online is how you market and present it. Your product listing does both, which is why it’s crucial to optimize it.

 

Some of the variables that you want to have in almost all of your online jewelry listings include:

  • Product type
  • Brand name
  • Material information
  • Gemstones information
  • Sizes
  • Prices, etc.

     

These are the essentials, the must-haves of each jewelry item listed.

In addition to these, a detailed description is essential. For your product to stand out during searches on Google or on a marketplace, the first 150 – 500 characters are the most important ones in your description and should have all of the above details.

Jewelry item descriptions, in general, should be as specific and straightforward as possible without many filler words or fluff. For optimal SEO and conversion, it’s common for the jewelry to have multiple descriptions:

  • Short description (100-150 characters)
  • Long description  (1-2 paragraphs)
  • Table view of jewelry parameters
  • SEO description

 

You also want to ensure that you have enough product availability and that your availability is shown in your online listing. So, if an item is no longer available, it should not appear, even as a variant of an existing product. If it’s just temporarily unavailable, your product listing should include something like “in stock soon.”

Another point to remember is the specific rules and regulations for product listings on different marketplaces. For example, Amazon is quite specific about what they will accept and will not accept to be listed on their website. For example, every jewelry item sold on Amazon must meet its quality assurance standards andsales metrics. You must take these when creating the jewelry descriptions for Amazon. 

Amazon also requires more specifics for their jewelry listings, such as the material type, the metal type, the gem type, and the ring size. A few optional features that you can highlight include:

  • metal and gemstone weights
  • stone creation and treatment method
  • pearl types and lustre

 

Product Visuals 

 

Visuals are an key component of your jewelry product listings. There is a lot said about the topic. Without repeating the common sense rules, let’s briefly classify them.

  • Product images. Thinking of multi-channel, remember that these will be different for each sales channel. 
  • Product videos. One not-obvious thing is that videos can be improved for natively playing on different devices – PCs, mobile phones, operation systems.  
  • Offer (commercial) images. These include gift box images, 
  • Certifications and appraisals. Obviously, when relevant they can become the main visual asset of the jewelry listing. 
  • Trust-builders. These stress your brand, professionalism. Care instructions, size charts, data infographics images come here. 
  • Opportunity (“why buy now”) – sale announcement , season-related images help to close the deal. 

 

We have talked about visuals in previous articles, so we suggest you look over those for a more in-depth explanation of the requirements.

 

However, all platforms generally require professional-looking product pictures that meet size and quality standards. You should use the maximum number of pictures allowed by each platform.

Overall, remember that your online presence is an extension of your physical, brick-and-mortar store. You want to provide the same customer experience that shoppers would get in person by visiting your store directly. Therefore, specifics and relevant details are extremely important and sought after.

 

Lastly, keeping SEO in mind and highlighting the most important features of your jewelry products early on in the title and the first few characters of the description will get you noticed more often than your competitors.

Selecting the right jewelry and marketplace to sell on

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