Jewelry holds a deep emotional connection for many women. It is more than just an accessory, whether it’s a gift from a loved one or a keepsake of special moments. Every piece of jewelry tells a story of cherished memories, milestones and experiences. Jewelry also reflects one’s personality and taste in fashion and personal style.
However, jewelry product photography is one of the complex genres of photography. You need high-quality images to showcase the intricate details and texture of the gems on the ornaments. Also, the reflective body, small size and intricate design elements make it challenging to take the perfect shots.
In this blog, we’ll walk you through various strategies, tips and ideas that will help you capture jewelry products that spark emotion and help you create a strong emotional bond with your audience.
The jewelry industry is a leading sector that significantly depends on high-quality photographs for driving sales and boosting conversions. As per a survey of BigCommerce, high-quality product images have a 94% higher conversion rate compared to low-quality photos.
So it is evident from this study that sharp, clear, and visually appealing images are key factors that influence customers to buy jewelry items without physically touching or trying them on, regardless of whether they are high-end, mid-range or low-cost.
Let’s explore how photography enhances sales in the jewelry industry.
- High-resolution and close-up images highlight intricate designs, unique cuts, colors and quality of the ornaments.
- Professional-quality photographs enhance brand image and brand identity.
- Visually striking images attract customers more effectively and make the brand stand out in the competition.
- High-quality images develop a sense of trust within the customers and make them feel confident in their purchasing decisions.
- The satisfaction of the customers can be achieved through realistic images as they get exactly what they have expected while ordering.
Types Of Jewelry Product Photography
Each type of jewelry photography plays a unique role in how customers will perceive your jewelry items. Some styles suit more for showing the shine of stones, while others display how the item fits on the body. Knowing the various types of jewelry product photography may help you choose the best style to highlight your pieces and attract potential customers.
The following are several jewelry photography techniques you can use for branding your jewelry offerings.
White Background Photography
A white background is considered the ideal backdrop in product photography, and jewelry photography is no exception. A plain white background gives the jewelry a classic look that draws the viewer’s attention solely to the jewelry. This background is especially recommended to showcase your jewelry products on eCommmerce sites like Amazon.
You can use white paper sweeps or poster board for a basic look. These materials are quite easy to use and cost-effective options for the backdrop. Paper sweeps can be curved to get a seamless background and poster boards are great as a flat base. You can also use linen to create an elegant look. Linen can be laid flat or draped to add texture to the composition and provide an appealing contrast to the shine and smoothness of metals and gemstones in the jewelry items.
Lifestyle Photography
Lifestyle photography is the most effective technique when your goal is to make the jewelry items catch the eye. These images provide context to the jewelry and help customers envision themselves wearing it. Lifestyle shots can be taken on a model as well as using a contextual background.
For example, a stack of bohemian bracelets on beach sand is perfect for casual or vacation-inspired looks. You can also take the snap of a simple pendant necklace on a model’s neck. This photograph can be a symbol of using the neckpiece at a formal event or a gift idea for special occasions, like anniversaries or birthdays.
Scale Photos
Size is an important factor for customers when purchasing jewelry online. A necklace, bracelet or ring on a flat surface or on a box cannot provide a sense of the actual dimension of the ornaments. For this reason, you can try scale photos to help your customers understand the size while confirming the order and have realistic expectations. This will reduce the chance of returns due to size misinterpretation as well.
For scale photographs, you can use different body parts of a model or mannequin like a jewelry bust or hand. Rings on hand, a necklace on a neck and earrings on ears are the best ways to show the size and placement of the ornaments. You can also use props such as jewelry boxes, rulers, coins, flowers, plates, and many more.
Flat Lay Photography
You can showcase multiple jewelry pieces in one image through flat lay photography. This top-down or bird’s-eye view technique is trending these days on social media platforms such as Instagram, Pinterest and Facebook. You can creatively arrange various jewelry pieces on a flat surface, be it categories of ornaments based on materials, types or a complete look.
Flat lay shots can be taken on a white background or textured backdrop such as wood, linen or marble. Your selection of background needs to be thoughtful, as it will set the mood of the photos. For instance, a marble background can give a modern vibe, whereas linen gives a soft and more relaxed look. You can also use lifestyle elements like flowers, fabric, or related props to elevate the aesthetic appeal.
Packaging Photos
Packaging of jewelry items plays a crucial role when jewelry is considered as a gift item for special occasions. Customers prefer premium packaging to make the gift feel more luxurious and thoughtful. Whether you use velvet-lined gift boxes, custom pouches or eco-friendly packaging, you should place the items with the packaging and take the shots.
Packaging shots are also a great way to promote the brand. Beautifully designed packaging can enhance the perceived value of the ornaments and create a lasting impression. The logo, tagline, color and other branding elements on the packaging help customers recognize the brand at a glance and connect with the target audience.
Your sales can skyrocket if you use packaging shots during holiday seasons and occasions like Valentine’s Day. Presentation is considered a key selling point around this time of the year as attractive and eye-catching packaging draw customers in and make them more likely to purchase.
Model Photography
One of the best photography styles that makes customers more interested in purchasing jewelry products is model photography. This photography technique serves multiple purposes, including providing context, an idea of the scale and how the jewelry complements different outfits and personal styles.
Moreover, body shape, face structure and other body features are considered necessary for purchasing jewelry. The size, fits, falls and overall aesthetic of the ornaments on a model help potential buyers visualize how the pieces will appear when they wear them.
Close-Up or Macro Photography
Customers emphasize the intricate details of the jewelry, such as the cuts of the gemstones, texture of the metal or engravings to make their purchasing decision online. Close-up shots of the ornaments can provide a clear and detailed view of these fine features. These macro photographs also serve as visual proof of high-quality craftsmanship. Try capturing close-up shots with a macro lens. This will help the customers make more informed purchasing decisions and achieve their satisfaction.
Tips and Best Practices for Jewelry Product Photography
Here are a few tips on how to photograph jewelry products to help you master the ornament photography skills.
Selecting the Right Gear
You need to invest in good-quality equipment for capturing professional jewelry images. The most important tools you need to choose carefully are the camera, lens and light sources. There are some other necessary tools such as tripod, diffuser, reflector, light stand, remote shutter release and so on.
Camera
Professional photographers usually prefer to use a DSLR or a mirrorless camera. These high-resolution cameras have large sensors and provide better control over settings like ISO, aperture and shutter speed. The combination of manual and auto settings is ideal for capturing the intricate details of jewelry.
Lens
You need to use the right lens based on your photography needs. For example, you will get the best results of close-up images if you take the shots using a macro lens. These lenses are specifically designed to capture the intricate details of the ornaments while maintaining sharp focus. On the other hand, a zoom lens or a prime lens with a focal length between 35mm and 50mm is great for capturing lifestyle shots. The wider field of view of these lenses can capture the surroundings to provide context to the images.
Light
Let’s not forget about the light sources. You need to choose proper lighting to ensure your images are bright and clear. Natural light can be the best option. Its warm and diffused rays enhance the colors and details of the jewelry to make them look more appealing.
However, you won’t have much control over the intensity and direction of the natural light. You have to consider the time of the day, weather, location and other factors that can affect the lighting effects. Hence, artificial lights such as strobes, softbox or LED panels can be an excellent alternative. You can also use ring lights to achieve the same effect as sunlight. You will have the entire control over the light in case you use these artificial sources.
Set Up the Right Lighting
The ideal lighting setup varies depending on the light sources, photography style, theme and many other factors. Here we are providing you with a basic jewelry product lighting setup idea to help you get started with your photography.
Natural Sunlight
For natural lighting, choose the photography location beside a large window or an open space. Make sure the light directly falls without any restriction. Since the light will come from one direction, you have to place a reflector opposite to the direction of the light. This will help the light to get reflected and fall upon the dark areas. Also, make sure to use a diffuser or a sheer white curtain to eliminate harsh shadows.
Artificial Light
You can use one or multiple light sources for your photography setup. Whether you use one or two lights, set the light sources at a 45-degree angle. Direct light can create harsh shadow. You have to set diffusers in front of the light so that light can pass through it and become softer when it falls on the jewelry pieces. However, some areas of the ornaments may not get enough light. That’s why you have to use reflectors to bounce back the light in all directions and ensure uniform brightness.
Set up Your Camera Properly
Although you can capture the images handheld, it is recommended to use a good-quality tripod to set up your camera. Mount the camera on a tripod and position it at your desired angle. Now come the technical adjustments. Keep the ISO low to reduce noise in the images. In a bright setup, the ISO should be around 100.
The intricate details of the jewels are the main center of attraction. Your choice of aperture will decide the overall focus of the frame. If you want to highlight the stones or specific part of the ornament, use a narrow aperture. This will turn the surrounding areas blurry and make your selected area sharp and clear. But to keep the whole piece within focus, use a higher aperture like f/8 or f/11.
Consider the Composition
You can experiment with different composition styles to enhance the visual appeal of the jewelry pieces. The most popular composition styles for photographing ornaments are rule of thirds and center framing. In the center framing, the ornaments are placed at the center of the frame. This straightforward style is the classic one.
On the other hand, the entire frame is divided into three equal sections in the rule of thirds composition style. There are two vertical and two horizontal lines that intersect with each other to create these equal sections. As per the rule, the items have to be placed along the intersecting points. This off-center position creates an interesting perspective and draws the viewer’s eye naturally to the ornaments.
No matter which style you follow, make sure to keep enough negative around the jewelry items. This blank space is considered the breathing room for the image. You need to maintain it to give the composition a clean and clutter-free look.
Capture Your Jewelry From Multiple Angles
Photographs of jewelry from multiple angles provide a comprehensive perspective that customers usually look for when purchasing online. Close-up images give clear visuals of the fine details. Similarly, images from side angles show the thickness and designs on the sides. For showcasing the entire shape, the top-down shot gives the best results. So, take the shots from all possible angles to help customers appreciate the design and craftsmanship of the ornaments.
Focus on Details
The cutting style of the gems, designs, textures, materials and other fine details can influence the purchasing decisions of the customers. You should present your jewelry items in such a way that the customers are aware of the unique features. So, when capturing the images, you should ensure the intricate design elements are clear. This will make your customers have realistic expectations from your brand and build a trustworthy relationship. This bonding is necessary to turn them into loyal customers.
Creative Jewelry Product Photography Ideas
Here are some creative jewelry photography ideas to make your ornament stand out from the competition.
Use Reflections to Add Depth
Reflection can create a sense of depth and dimension in the photographs. You can place the jewelry items on a reflective surface such as water, glass, or polished table to get a mirror-like effect. This photography technique suits sparkly gems like diamond, ruby or emerald. Apart from enhancing the beauty of jewelry, it will give off a luxurious appearance.
Experiment with Colorful Backgrounds
You can prepare your setup on a colorful backdrop to make your jewelry pop and create a striking visual contrast. Deep red, royal blue or deep teal velvet fabric can be used as a background. These bold colors will make your jewelry look sophisticated and high quality. However, pastel shades such as blush pink, sky blue or beige can be used for a soft look. When choosing the colorful backdrops, you must consider the theme, mood and style of the brand.
Create Unique Themes for the Set up
Photographing your jewelry with unique themes can help to create a lasting impression. Your theme can evoke emotion within the customers and make them resonate with the pieces. Deciding on the theme can be difficult. However, you can take the style of the jewelry for inspiration. Depending on the theme, you have to choose the color, backdrop and lighting setup. Usually, minimalist designs look best in simple and modern setups.
Try Soft Focus for a Pop-up Effect
A slight blurred background brings the focus completely on the jewelry items. This soft focus technique makes the ornaments look more elegant and highlights the intricate details. For example, customers prefer to notice the precise cuts of gemstones, the shiny textures of metals and the design elements that make every jewelry piece unique without any distraction. Moreover, the transition between the clear jewelry and the hazy background develops a dynamic perspective in the photograph.
Cast Shadows for Realistic Look
Shadow is a natural feature of real-life objects that makes products in photographs less staged and more authentic. You can prevent the ornaments from appearing flat and artificial through shadows. Also, casting shadows is a great technique to give the jewelry a three-dimensional look. The contrast between the light and dark areas can enhance the overall aesthetics of the image as well as add layers to make the items stand out.
Tell a Story with Props
Props can be a great tool for setting up a scene and providing context to your jewelry photography. You can create different themes by incorporating complementary accessories. For example, jewelry is often purchased for special occasions like weddings or anniversaries. You can use flowers as a prop to showcase the bridal collections. You can also pair up vintage design jewelry with antique books or rustic decor to enhance the timeless feel.
Post-Processing and Editing of Jewelry Products
In jewelry photography, post-processing is key to enhancing the image quality and making them look professional. The polished jewelry images you see online are all retouched to remove imperfections and look eye-catching. The shine, reflection, color and other elements that draw attention are the result of high-level editing by professional editors.
Usually, the basic editing techniques needed for jewelry products are retouching, color correction and shadow making. Your images may have problems with the exposure, contrast, color cast, unwanted reflection and so on. Dust and scratches on the jewelry are also common issues. All these flaws can be fixed through photo retouching.
Besides, the color of the metals may look dull or the real color of the gemstones may not be captured in the photos due to lighting, camera angle and other environmental factors. This is where you need color correction to restore the original color and make the ornaments appear true-to-life.
The shadows you see in jewelry photographs on social media and eCommerce platforms are mostly created during the post-production process. The strong lighting in the photography setup wash out natural shadows. Even if you change angles to create subtle shadows, it won’t look appealing in the majority of the cases. For this reason, shadow making photo editing process is the best way to get your desired style of shadows. For commercial purposes, it is best to hire professional photo editing service providers. They have expert photo editors who knows the market trends and editing techniques that will make the jewelry items look their best. Interestingly, these services are not so expensive. At Graphic Aid, you can get these services at the cheapest price starting at $0.25. And the best part about our service is the fastest turnaround and discount on bulk orders!
Frequently Asked Questions About Jewelry Product Photography
What lighting setup is ideal for jewelry photography?
A light source above and parallel to the jewelry item or at a 45-degree angle can give you even lighting. However, only a light source is not enough. You have to set translucent diffusion panels or umbrella diffusers between the light source and the jewelry items. This will soften the light and reduce the harsh shadows and reflection. Some areas may not get the light properly. For this reason, you need to place the reflector opposite to the direction of the light to fill in the dark areas.
What equipment do I need for jewelry photography?
A good-quality camera, lighting sources and backdrop are the essential equipment you need for jewelry photography. You may need some additional tools, such as a table for the base of the backdrop, a tripod for the steady camera and lighting accessories including a diffuser and reflector for uniform lighting.
How do you photograph jewelry in natural light?
Natural lighting is considered the best for photographing jewelry products. The natural shine and color of the gems and metals of the ornaments can be captured more accurately in soft and diffused daylight. You should take the shots during the early morning and late afternoon. The sunlight during these golden hours remains softer and warmer, which makes the ornaments look flattering. Also, try to avoid midday sun, as it can create harsh shadows and excess reflection washing out the colors.
Conclusion
Jewelry photography is more than just capturing a product. Since jewelry holds special sentimental value for every woman, you need to make the images strong enough to evoke emotion within the customers. Although it’s a difficult photography genre, mastering it requires attention to detail, creativity and the right techniques.
Now that you’ve gained insights on the essential tips and creative ideas, it’s time to put them into practice. Grab your camera, get creative and experiment with our mentioned techniques to capture amazing jewelry photos!
