How to Create a Jewelry Product Page That Sells

The Details That Make the Difference

I stumbled… yes, actually stumbled… across this online jewelry store last week. And it got me thinking.

Store name has been changed to protect the innocent 😉

How do I know what the necklace is made from?
How do I know exact measurements?
Is any packaging included?
What does it actually look like on someone?
What type of chain is it?
How much is delivery?
How much does it weigh?

I couldn’t find the answers to some of the most basic questions on this site. And if I’ve stumbled across one website like this, there are probably thousands more losing sales every single day 😕

This one needed a little love…❤️

So, I thought I’d write this blog post on how to create THE most perfect jewelry product page.
Because confusion doesn’t sell… Clarity does 💖

Grab a coffee… let’s do this.

1. Tell them exactly what they’re buying

Let’s never assume your customer knows what they’re looking at. The more questions you answer upfront, the more confident they’ll feel about clicking Buy. Cover off all the basics first, then build from there.

• Material (sterling silver, gold filled, plated etc.)
• Dimensions (length, width and thickness)
• Weight
• Gemstone type (and whether they’re natural, lab-grown or imitation, if relevant)
• How it’s made (handmade, hand-finished or manufactured)
• What’s included (chain, gift box, polishing cloth, care card, etc.)

2. Show me what it looks like

Some people read every word. Others look at the photos and decide in about eight seconds. So make those photos work really hard. These seven shots should answer almost every question a buyer has before they even scroll down to read.

• Lifestyle photo
• Close-up, detail, hallmarks, clasps,
• Different angles
• On a model, in/on a hand for scale
• Short video if possible
• Packaging shot

Do you want to know exactly which photos to include? Download my FREE Jewelry Product Photo Checklist and make sure you’re showing buyers everything they need to see.

3. Answer other questions before they’re asked

A customer has far more questions when buying online than they do in a shop. They can’t pick your jewelry up, feel its weight, turn it over, or try it on. So make life easy for them. Answer the questions you’d want answered before spending your own money.

One thing I always did, even when I was running a much larger online store, was ask our customer service team to keep a log of every question customers asked relating to the product pages. If someone had taken the time to email us, more often than not other potential customers were wondering exactly the same thing.

Every question was passed to the content team and added to the product page as quickly as possible. The aim was simple: answer it once, and future customers never have to ask.

Questions like…

• Is the chain included?
• What’s the chain length(s)?
• Can I choose a different length?
• What type of clasp does it have?
• Gift box?
• Gift wrapping?
• Delivery cost?
• Dispatch time?
• Are there other metal types available?
• Care instructions
• Do you offer bespoke?
• Warranty included?

4. Make sizing effortless

Sizing is one of the biggest hurdles when buying jewelry online. You can’t try it on, so there’s always that little nagging doubt. Will it fit? What if I order the wrong size? How easy is it to exchange if it doesn’t?

Anything you can do to remove that uncertainty makes it easier for someone to click “Buy.”

For my stretch bracelets, I offer four sizes: 14cm (baby), 17cm (small), 19cm (standard) and 21cm (large). But I don’t stop there. I also offer many of my bracelets with a lobster clasp and extender chain instead of elastic.

Why? Because if you’re buying as a gift, guessing someone’s wrist size suddenly becomes much less stressful. The extender chain allows the bracelet to fit a range of wrist sizes, giving the recipient flexibility and giving the buyer something equally valuable… peace of mind.

• Have necklace length options
• Bracelet sizing – offer a set of sizes to choose from
• Ring sizing – Have a range of popular sizes, or adjustable
• Create size charts is appropriate
• Offer a re-sizing service for an extra cost

5. Remove the Fear

People don’t buy when they’re uncertain.
Every unanswered question creates a little bit of doubt. Enough little doubts become ‘Oh, I’ll think about it’.

Your job is to spot those doubts and answer them on your product page.
Think about everything that might be running through their mind:

• Will it tarnish?
• Is it solid sterling silver, 925, S925, gold filled or plated, what metal’s under the plating?
• Is it strong enough for everyday wear?
• Will it last?
• Will it arrive in time for the birthday?
• Is gift wrapping included?
• Can I return or exchange it if it’s the wrong size?
• Is it lightweight or quite chunky?
• Does it come exactly as shown in the photos?
• Will the colours look the same in real life?
• Can I trust this website?

Every question you answer removes another obstacle between your customer and the checkout. If they’re wondering about it, don’t make them email you. Put the answer on the page.

6. Build trust

Unlike the big brands out there, most people won’t have heard of your business before. They don’t know you yet, so trust has to be earned. The good news. There’s lots of little things you can add to your product pages that reassure customers they’re in safe hands…

• Customer reviews
• Star ratings
• A short ‘Meet the Maker’ section
• Photos from real customers (social proof)
• Clear warranty info and returns policy
• Secure payment icons
• Delivery times and tracking information
• Google review badges
• Links to your social media

7. The Little Refinements That Increase Sales

If you’ve read much of my blog, you’ll know I have a slight obsession with the little details. They’re rarely the reason someone buys on their own, but together they create a smoother shopping experience and can make all the difference.

Things like:

• Offering matching products (earrings, bracelets or necklaces)
• Related products
• Recently viewed items
• Frequently Asked Questions (FAQs)
• Flexible payment options (pay in instalments)
• You may also like recommendations
• Wish list / Save for later
• Estimated delivery date
• Stock availability (e.g. Only 3 left)
• Free delivery threshold (e.g. Free shipping over £50)

Putting It All Together

So, after stumbling across that little product page, I thought I’d pull together everything I’ve learnt over my 20 years of selling jewelry online. From building a seven-figure jewelry business to creating and selling over 59,000 Etsy orders. These are the little refinements that I’ve found really do make a huge difference.

Here’s an example of what that it could look like…

I hope you’ve found this useful 🤗

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