How Online Sellers Should Describe Jewellery Materials Honestly

Updated October 2026

Online buyers cannot touch the jewellery, so your words do the job of a shop assistant. A vague or flattering description may win the first order, but it brings returns, bad reviews and lost repeat customers. This guide is for resellers who sell fashion jewellery on Instagram, WhatsApp or their own website, and it explains each common term and what a buyer expects when they read it. It sits alongside our reseller sourcing and listing checklist, which covers what to confirm with a supplier before you post.

What is the difference between fashion, imitation and artificial jewellery?

In India these three words are used almost interchangeably for jewellery that is not made of solid precious metal. Fashion jewellery is the friendliest term and is common in listings, imitation jewellery is the most searched term, and artificial jewellery is the older, plainer word. Pick one as your main term and stay consistent. Buyers who read imitation or artificial expect a look-alike piece at a modest price, and nobody feels cheated by honest wording. Our guide to fashion vs imitation vs artificial jewellery explains the three terms.

What does gold-plated tell a buyer?

It tells a buyer that a thin layer of gold-tone finish covers a base such as brass or alloy. They expect the colour to look rich at first and to need some care later. Do not say gold or gold-look without the word plated, and do not imply that a piece is solid or hallmarked gold. If you have confirmed the plating type with your supplier, state it, and if you have not, describe the finish by its look. Our gold-plated care guide is a useful page to link from listings, and the gold-plated jewellery collection shows how a plated range is described.

What does silver-plated or silver-tone tell a buyer?

It tells a buyer that the piece has a silver-colour finish, not that it is silver. Use silver-plated or silver-tone for these pieces, and use sterling silver or 925 only if you have confirmed the piece really is sterling. Never relabel a plated item as real silver, and never remove a genuine silver claim from a piece without checking it first. Buyers who see silver-tone expect a bright, cool finish that can dull with sweat and moisture. See the silver-plated jewellery collection for how a finish-led range reads.

What does oxidised mean, and when can I use it?

Oxidised describes a darkened, antique-style finish on a silver-tone or metal piece, used on jhumkas, necklaces, rings and bangles in a tribal or boho style. It is a look, not a quality. Buyers expect a dark metal tone with a lighter relief, and they do not expect a bright shine. Do not use oxidised to mean real silver. Our guides on gold plated vs rhodium vs oxidised silver and how to style oxidised jewellery help you write the right words.

How should I describe stones, pearls and special finishes?

Name the look and not a precious stone. Kundan-style, American diamond and pearl-style are honest when the stones are glass, cubic zirconia or beads. Never say real pearl or diamond for such pieces. A good listing line names the design, the finish, the stone look and the size in one sentence, such as gold-plated kundan-style choker set with matching earrings. For stones and finishes, see what imitation jewellery is made of.

Quick reference: which term sets which expectation?

• Fashion, imitation or artificial: a look-alike piece, not solid precious metal; priced modestly.
• Gold-plated: gold-tone finish over a base metal; needs dry storage and gentle care.
• Silver-plated or silver-tone: silver-colour finish, not silver; can dull with sweat.
• Oxidised: a deliberately dark, antique look; matte rather than bright.
• Kundan-style or American diamond: a stone look in glass or cubic zirconia; check settings and clarity in photos.
• Pearl-style: bead pearls; they should be described as pearl-style or faux, never as real.

What should every listing say, and what should it never say?

Keep a short template that you can reuse for every piece and update it as you learn what buyers ask.

• Category: fashion or imitation jewellery, in the first line.
• Finish: gold-plated, silver-plated or oxidised, with the colour.
• Stone look: kundan-style, American diamond, pearl-style or none.
• Size and what is included, such as a pair of earrings, a tikka or a set.
• Care line: keep dry, avoid perfume, store in a pouch.

Never say pure, real, lifetime, hallmarked or unbreakable unless you can prove it. Also avoid promises about how long a finish will last, since it depends on how it is worn. For photographs that support the description, see how to photograph fashion jewellery for selling.

What mistakes do online sellers make most often?

Three come up again and again. The first is describing a plated piece as gold or silver in the title to attract clicks, which leads straight to a dispute when the parcel arrives. The second is copying a competitor's description without checking it against your own stock. The third is leaving the care line out, so a buyer wears the piece in the shower and blames the seller. Fix these in your template and your listings become more trusted over time.

How can I get supplier details and photographs to write accurate listings?

Ask your supplier for the base metal, the finish and the stone type for each design before you write a word, and keep the answers in a sheet. Saloni's wholesale page explains that online sellers are welcome and that photographs are available. To order, message us on WhatsApp with your shop type and the categories you sell, and we send designs and rates, then confirm quantities, stock and total before payment and dispatch. Minimum quantity depends on category and design.

Once your listings are honest, plan how to show a small range in our guide to keeping a small display fresh with 20 designs, and see more articles on the blog. For questions, message us on WhatsApp at +91 98705 89560.