Writing Product Descriptions for Your Jewelry: Part 1 - "Authentic"

by Chelsea Clarey
(TangoPig Jewelry Creations)

I caught myself describing this necklace as an "authentic
coral creation." Later, I decided "pendant of responsibly
collected Tahitian coral" was a better choice.
(Necklace by Chelsea Clarey.)

In this business, most of us serve as our own advertising department. What better reason to learn to be better copywriters? For this reason, it's wise to consider our language with care.

Therefore in this multi-part series we'll be picking up an overused word or term with each entry and exploring how to use it better.

This time, we're playing with
the word "authentic"

The concept of authenticity is important in the social sciences, as we'll hint at a little below. It's also remarkably common in online marketing.

Of course, authenticity is a household word, not just a foggy technical term. A quick Etsy search tosses up thousands of handmade items tagged with it.

Online sellers of goods
seem to be using the word "authentic"
in the following ways:

• this really is from the place, brand or manufacturer claimed; it is not an imitation


• this really is the stone or other material I advertise; it is not an imitation


• this piece genuinely resembles the style or era referred to in its description


• this piece is made with the appropriate crafter's mindset to be considered authentic

Those last two are a little problematic, aren't they?

In anthropology and sociology, "authentic" is a word subject to a lot of scrutiny precisely because we think it means something and it really doesn't.

When it does, what it ends up meaning is often not what those who use it want it to evoke. For lengthy and vitriolic proof of this, visit your nearest university with a Department of Anthropology. Seek out a Hawaiianist - or, for that matter, a Hawaiian. Now ask their opinion of "authentic hula dancing" at luau parties.


I might have called this bracelet an "authentically eco-friendly
piece" with some accuracy, but it could be written more interestingly.
(Bracelet by Chelsea Clarey.)

"Authentic" is a vastly overused term -
and with overuse,
words become meaningless

"Authentic" is well on its way to being as vague as "pretty."

Consider how it's used in the larger culture. You might see any of the following any day of the week:

• "Authentic Mexican food, Authentic Thai cuisine."
  
  Does this mean the ingredients have to come from Mexico or Thailand? Be prepared by a Mexican or Thai chef? Be made according to Mexican or Thai recipes? Do the recipes have to be old or just written in Mexico or Thailand at some point? What if my Thai friend says it's tasty, is that enough?


• "Authentic silk dress."
  
  What's authentic, the dress or the silk? To be authentic, does it have to authentically come from silkworms? Do they have to be authentic pedigree silkworms or will any old silkworm do? Authentically be hand-sewn by a left-handed ninja monk who eats only whole grains? Authentically exist in essential dressness, rather than being an ephemeral creation like certain radioactive elements?


• "Authentic nineteenth-century reproduction furnishings, Authentic Impressionist style watercolors."
  
  Were the furnishings reproduced from nineteenth-century works or are they reproduction works from the nineteenth century? Can you even have an authentic reproduction? How about those watercolors? Is an Impressionist-style painting authentic if I paint it indoors? Does it have to be of high quality to be authentic? Is there a spring somewhere of Extra-Genuine Authentic Water for painting authentic watercolors with?


• "Authentic Russian ballet performance."
  
  Is imitating the steps of a dance enough to make it authentic? If I'm reinterpreting the steps, is it authentic? Do I get extra authenticity if I dance in a freezing garret? If I eschew stage makeup? If I get hurt dancing am I rewarded with Authenticity Points? How about if I print the advertisements with artistically arranged obscenities in Cyrillic letters?


• "I'm living the authentic life."
  
  What does that involve, exactly? Should I wake up every morning and make a pact over coffee with myself to be authentic?

"Is this authentic?" is just as slippery a question as "Is this art?" Or perhaps "Do I look good in this, honey?"

So what's a better way to use it? With specificity.

Consider solutions like this
in your jewelry descriptions:

• Instead of "authentic designer beads and silver wire,"
  
  try "I purchase the beads used in this design from Sue Shinyjewels, an independent artist in South Carolina. I also use wire that has been drawn by professional silverworkers for maximum quality." More meaningful!


• Instead of "authentic turquoise ring,"
  
  try "This ring is made with real turquoise that is mined in Nevada. Except for a clear stabilizer that vastly improves the durability of this otherwise fragile stone, it is unaltered and its color is just as it was found." More informative!


• Instead of "authentic island design,"
  
  try "My necklaces are crafted to reflect design principles and motifs found in the traditional jewelry of the Pacific Islands." More accurate and more evocative!


• Instead of "this jewelry is authentic,"
  
  try "I design this jewelry personally, at my dining room table, with a process that takes about an hour per bracelet, give or take a few minutes for complexity. I always use materials that I myself love to wear, because I believe in beauty and utility. I'm inspired by the patterns in the glass beads I use, and I like to echo those in the piece's overall shape." Lengthy, but with more insight!


• Instead of "authentic handmade pendants,"
  
  try "Each of these pendants is handmade with simple tools and a lot of self-critique." Pithy, but with more personality!

See how much more information you've given? It's unambiguous. It's interesting. The eye doesn't skate past it the way it does over "authentic," which is too common and too vague to be widely used. And best of all, it makes your jewelry sound just as special, unique and - yes! - authentic as it truly is.

Next Time:

We're going to look at the term "inspired by nature."

This series on writing product descriptions and copy for your jewelry will continue with some terms I've selected from my own authentic item descriptions that I vastly overuse myself, but I'd also like to address anything you - the community here - want to see discussed.


Author Chelsea Clarey of TangoPig Jewelry Creations is a jewelry designer who gravitates toward bead and wire jewelry because the simple techniques have infinite artistic applications. She specializes in reusing vintage components in stylish one-of-a-kind designs. When not creating, she thinks much too much about word choice in jewelry descriptions. Be sure to keep up with Chelsea on her TangoPig Jewelry Creations blog.