Product Description that Answers a Buyers Questions

1. What is it? It may be totally obvious to you what the item is, but it might not be obvious to your customer. Necklace, bracelet, earrings, set, etc.
2. What color is it? The color on your computer monitor may not be the same as mine. Color can refer to metal white gold, copper, brass, sterling silver, pewter, etc. or stones blue turquoise, red jasper, purple amethyst...
3. How big is it? As a buyer I don't want to guess if that painting will fit over my fireplace or if those earrings are going to hang past my shoulders. Weight in grams. Length x width in inches or centimeters. Many sellers put a quarter next to a piece of jewelry for scale.
4. What is it made from? What materials and techniques are used? 14k gold use the tag solid so that buyers can pick pieces out that are not filled, plated,  ...pearls use the tag genuine, there are of faux pearls listed and its hard to be seen if you have the real thing...sterling and what part..

5. How do I care for it? Can I wash and dry that wool sweater? You might to put care instructions in your policies that get printed out with you invoice.
6. Who should buy it? or Who should NOT buy it? Is it appropriate for pregnant women? Children? Pets? If you have solid gold earrings but plated backs then clearly state that in your description for those with metal allergies.
7. What is it used for? Is it decorative? Does it have a function? Both? Suggest occasions..weddings, proms, casual Friday, office, evening, Easter, mourning, birth...
8. What does it feel like? Is that scarf soft to the touch? What's the texture like? Is that necklace very heavy? Describe texture: satin smooth, hammered, rough, soft leather, lightweight earrings....
9. How does it work? Does it slip over my head? Is there a clasp? Do I tie it around my waist? Can it be worn as a necklace or a belt? Describe clasps in detail.

10. Why is this one better than the one in the next shop? What special skills, materials, or ideas do you use that make your item the best? Great price, can't find it in the next shop, great condition, give better hallmark history than the next shop.
11. Do I get everything in the picture? I see 12 items in your picture, do I get them all? Only one? Does that lovely bauble in the background come with it or is it just for display? Sometimes I sell a set separately and show the whole set with link in description in one pic.
12. Will it fit me? When I shop in a brick and mortar shop I might try on 12 things and find only 1 that fits well. I am taking a BIG chance on buying clothes online. Please make it easier for me by offering extensive measurement and sizing information. Don't assume that your customer will know what you mean by "small" or "large."  If it is a bracelet make sure to give diameter and if smaller or larger than 2.5" diameter or 7.5" length say for smaller or larger wrist. Make sure you have accurate ring measurements and show picture of ring being measured as one of your pictures.
13. What if it doesn't fit? Am I stuck with it? Will you exchange it? Who pays to ship it back? I give very detailed descriptions to avoid this problem but on the occasion that I get  a problem...buyer pays shipping.
14. Is it ready to use? Is that painting ready to hang? Do I need to frame it first? Does the piece need a repair?
15. How does it arrive? Is it gift wrapped? Is it ready to ship or is it made to order? I describe this in my policies that all my jewelry comes gift ready in pillow boxes.
16. Will I get the EXACT item in the photo? Is it a stock photo or do I get the exact item? Selling vintage it is rare that you have two of the same item.

17. Is it gonna stink? Does that vintage item have a funky, musty odor? Does the seller smoke while he creates that item? Smokers need to be up front about smoke odor and/or keep their jewelry in sealed containers away from the smoke.
18. How do I know it's "vintage"? What kind of research did you do to determine how old that item is? Is it marked? Is there a date on it? Are you experienced with vintage and antique items? This were you write about hallmarks and maker history also period according to style...
19. What do those fancy terms mean? Don't take for granted that your customer knows what a cabochon is or what giclee or gocco means. Define guilloche, gold filled, dragon's breathe, etc.
20. Can I live without this item? Chances are your customer can easily live without your items. It's your job to SELL it to them. Let them know why owning this item is so wonderful. Are they going to feel like a princess with that lovely bracelet? Is that platter not only functional, but makes a wonderful work of art? Is that item the perfect gift for hard-to-buy-for people? Does the item evoke certain emotions? Tell us what's so great about it! I remark about the highlight of the piece, the great veining in the turquoise stone, the comfortable earring backs, classic design that can be worn again and again, the fact that it's solid sterling and sterling is only appreciating in value, the famous designer, the unique detail...

questions originally from

Story by daniellexo, sparklerama

Published on Feb 12, 2010 in Seller Handbook

edited by Lisa (see comments in italics) to be more relevant to vintage jewelry sales.