Since you've been working in retail jewelry industry for a while, you probably recognize the common reasons people buy jewelry and what to say to someone to make sure they buy from you.
What is your specialty? Are you able to describe the gold lockets as well as someone else in your store? Or is there someone better that can inspire that need-to-have-it-right-now feeling in your customer looking for lockets?
The point is that you should call upon the best employee at selling lockets in your store to help write the sales copy for that same set of lockets on your website.
Once your sales copy is written, you will have to test its effectiveness online. Use Google Analytics to test common things like your headlines or call to action and to determine how your visitors are interacting with your sales copy.
Once you found copy that sells, sprinkle some additional jewelry keywords in where they make sense to help with your search engine ranking.
The process explained above will not help generate traffic to your website quickly, but it will help convert simple visitors into customers. Over time, you will attract new visitors through search as you sprinkle jewelry keywords into your copy.
