Content Revamp for a Jewellery Store


One of our latest assignments involved redoing the entire product hierarchy for an mens rings and wedding bands and had recently introduced a whole new range that required content and product descriptions to be written.


The client had some previously written content by a freelancer that was working well for them, and the main requirement the client had was to keep the same tone and messaging as the rest of the content to maintain uniformity across the brand and the website.


The new range for the website included a range of men’s gold rings and bands as well as a new collection of platinum rings. The content we wrote not only matched the same theme as the original content but also exceeded our client’s expectations by having a grabber feature. The grabber feature is a very useful tool in the copywriters armoury used to end the descriptions with an action provoking statements that sells the features, advantages and benefits of the product that is being promoted.


An example of an action provoking grabber in this example can be detailed as below. One of the great things about this ring is that it’s made of tungsten(feature) which means its scratch proof( advantage) so you don’t have to worry about getting nicks or scratches on it(benefits) and having a maintenance free ring is something any man would love, isn’t it( the grabber). The psychological flow is meant to subconsciously attract the buyer to the actual need of having this product opposed to a traditional factual copy that would say something along the lines of, this cool ring is made of tungsten which is really super hard and scratch proof. This is merely stating the facts or properties and does not tie in to any user utility or advantage and the final benefit is up to the customer’s imagination or research to discover.


Reasoning behind adapting this style.

We looked at jewellery stores like Tiffanys and Blue Nile to see the adopted strategy for high ticketed items.

The customer was selling high value ticketed items online which meant value had to be added in order to convert the customers who came seeking a bargain into seeing value with high end pieces. Different products would require a different approach to product descriptions. For example a bargain shopper would come looking for plain gold bands. They would need to be sold the product based on value compared to prices at the jewellers, so the grabber would be and who would love to save hundreds on a similar product at high street jewellers.



The customer was very pleased with the overall increase in sales for the new product range compared to the new copy they had written in house which wasn’t really working for them.  The conversion rate improved with immediate effect as the site was already receiving high traffic. Our approach to Seo centric copy also meant the client immediately started ranking for a range of long tail keywords specific to their product range. We have been consulted by them again to rewrite their about us page and a few more new product descriptions.