Describe Indian jewellery by what it is and how it is worn first, then add the Indian name. A customer who has never heard the word jhumka understands a bell-shaped drop earring at once, and the Indian name then adds character and helps search.
Diaspora buyers search by the Indian name, while mainstream buyers search by the English description. Using both in titles and descriptions reaches both groups.
A plain-English glossary of pieces
- Jhumka: a bell- or dome-shaped drop earring, often with small beads or pearls around the rim.
- Chandbali: a crescent moon-shaped earring.
- Maang tikka: a forehead ornament on a chain worn along the parting of the hair.
- Nath: a nose ring, often large, worn by brides, sometimes with a chain to the ear.
- Choker: a necklace that sits close around the base of the neck.
- Rani haar: a long, layered necklace that falls below the chest.
- Kada: a thick, rigid bangle or cuff, often with an opening or screw.
- Payal: an anklet, usually a chain with small bells or drops.
- Haath phool: a hand ornament linking a bracelet to a ring.
A plain-English glossary of styles
- Kundan: glass or stones framed in a gold-coloured setting, in the style of traditional Rajasthani bridal jewellery.
- Polki-look: stones with a flat, uncut appearance, copying uncut diamond jewellery.
- American diamond (AD): bright, clear cubic zirconia stones that look like diamonds.
- Temple: gold-tone pieces with motifs of deities, peacocks and temple architecture from South India.
- Oxidised: a darkened silver-tone finish with a vintage, boho look.
- Meenakari: coloured enamel work, often on the back or sides of a piece.
Writing the description
- Start with a plain description: gold-plated bell-shaped drop earrings with pearl beads.
- Add the Indian name and the occasion: a classic jhumka for weddings and festivals.
- Give materials honestly: brass base, gold plating, glass stones, imitation pearls.
- Give size and weight, and how it fastens.
- Avoid words that suggest real gold, real diamonds or real kundan unless they are true.
What this means for a buyer
Build one glossary for your brand and use it across listings, packaging and customer service so the same terms always mean the same thing. Creston & Co works for buyers only, for a fixed fee agreed in writing, and gives you accurate material and finish details from the Rajkot workshop for every style you list. Ask for a free sourcing review.