Jewellery Storytelling by Siobhan Maher

Copywriting and Storytelling for Jewellery

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When a customer buys something from your website,

Your story is the backbone to your marketing strat

This month marks my thirteen year anniversary* of

This month marks my thirteen year anniversary* of being an official, gainfully employed member of the jewellery industry 💍

Sitting down to write this I realised how many sides to the industry I experienced before finding (creating!) my own perfect niche. I've done my time in retail, got my hands dirty at the bench, and experienced the international fine jewellery market from the inside.

I started copywriting after my English degree, but I don't think I could have become a *jewellery copywriter* without doing my time in the industry first.

Jewellery is different. Our pieces are rarely bought without thought or meaning. Our processes are ancient and cutting edge. Our industry is special. And I'm never not grateful for being a part of it 💛

How many years have you been in jewellery?

*I haven't counted the years as a hobbyist - I'm not alone in this being almost a lifelong passion, right??

What does a visitor to your website see when they

What does a visitor to your website see when they first click through to your homepage?⁣
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The content they see before they do any scrolling is called "above the fold" - and it really, really matters. 📯⁣
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Our attention span is short, so you have only seconds to make your first impression. What the rest of your website looks like and says may be irrelevant if your "above the fold" doesn't draw them in to explore further.⁣
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Consider this space carefully. Your most captivating imagery and most engaging copy needs to go here. That mean snappy taglines or a short, storytelling boilerplate.⁣
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Here, your CTAs need to act as signposts, guiding the visitor further into your site. 🚩⁣
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Okay, comments poll - do you love your first impression, or does your "above the fold" need some work?

Product descriptions achieve a lot. Done right the

Product descriptions achieve a lot. Done right they'll both secure a sale and limit returns, but too often are missing one or both vital parts.

Effective product descriptions should encompass “head and heart”. Your customers need facts to make an informed decision, and feelings to fall in love and make the purchase.

Limit returns and "buyers remorse" with accurate and detailed descriptions including materials, findings and measurements ⛓️

Consider what your customers usually show interest in during face-to-face sales and make sure the same is covered by your descriptions.

Product descriptions should help your customer to picture exactly what a piece of jewellery is going to do for them, but don’t leave them to make the jump between the use or benefit and how it will make them ✨feel✨.

Evoking emotion doesn’t always mean sentiment – feeling amazing because your jewellery looks awesome is a completely legitimate emotion!

Are your product descriptions ticking all boxes? ✔️

September is a great month to revive your email ne

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