E-commerce offers massive opportunities for professional photographers. After all, sellers want to showcase their offerings in the most stunning way possible.
This is particularly true for jewelers, who need to make their pieces pop and stand out in crowded marketplaces.
Jewelry photography doesn’t need to be complex, but there are tips and tricks you can use to better showcase the key elements of the pieces.
This guide to creative jewelry staging will help you create better shots for e-commerce clients and influencers using Instagram to extend their reach.
Why Jewelry Staging Matters
As a photographer, I often work with e-commerce retailers or creative types who produce their own jewelry.
They have wonderful, beautiful pieces that they think they can just place on a piece of black velvet, and they will all look fantastic. Some do, some don’t.
The key to effective jewelry photo staging is examining each piece or set individually.
Gold looks striking against black and dark purple, which is why jewelry boxes often use this for the lining. But for dynamic, eye-catching shots, white backgrounds or even sage green can carry more impact.
Jewelers also often believe that the jewelry itself is more than sufficient for a great shot. But for social platforms like Instagram, followers want to see the jewelry being worn in everyday settings.
Getting more creative with jewelry staging can help your clients reach more viewers and followers, and ultimately sell more pieces. For you as a photographer, it expands your portfolio and the potentially paying opportunities available to you.
If you’re more interested in photographing your favorite jewelry pieces for fun, not retail, check out this blog: How to Photograph Jewelry at Home (15 DIY Tips!).
1. The Hand Focus
For rings, there’s no shot more impactful than a close-focus framing of it being worn on someone’s hand.
Model choice matters here. If you’re selling women’s wedding or engagement rings, for example, you most likely want to find someone with long, graceful, elegant fingers.
Depending on the style of the ring, you may want to consider whether arm or hand tattoos will detract from the beauty of the jewelry or enhance it.
Also, think about what the material or surface the hand is resting on says about the jewelry and the situation.
Soft, white lace is strongly associated with weddings. A rugged environment, such as a well-used wooden table, says “utilitarian” and can be an ideal setting for rugged rings.
I sometimes work with what the jeweler or retailer has available; for example, beautifully clad tables or display areas. But I often take a few pieces of fabric along to a shoot for dressing tables elegantly: white cotton, black and purple velvet, and maybe some gold and silver pieces.
Have the model lay one hand on the other to lift the ring higher in the shot. Alternatively, snap the model with their hand approaching their face; the illusion of motion can create a dynamic shot that stops scrollers in their tracks.
2. The Clutched Pearls
While the phrase “clutching pearls” might be an expression of dismay, the actual look of someone playing with or touching a beaded necklace is very enticing.
Jewelry should be a joy to wear. It should feel great as well as look great, and I’ve found that Instagrammers who promote that fact often get more followers.
For these types of shots, the pearls or other beads have to be worn by a model, rather than just draped on a stand. The idea is to show how wonderful the necklace or bracelet looks on someone and how much they enjoy wearing it.
I try to let the model guide me. You can get them to pose purposefully, looking off to one side, but let them choose what to do with the beads, as this will look more natural.
Take a range of shots, exploring close-ups of the hand touching the jewelry and longer shots showing facial expressions.
Backgrounds can be as complex or as simple as you like. Consider the client’s branding to decide whether a block of color or a maximalist setting will be more appropriate.
If you’re taking jewelry photos outside, consider the time of day and try to leverage golden hour techniques where possible.
3. Using Reflections
A clever way to combine static and worn jewelry is with the use of a mirror. Choose a mirror that matches the style of the jewelry; for example, a gold-rimmed mirror with gold rings, or a pearlescent frame with pearls.
Set up a few pieces of your client’s collection around the mirror. Now, position the model wearing a key piece so that they’re reflected in that mirror.
I find that it can be fun to play around with angles and length.
Moving the model further away means you get to see more of them, but the jewelry might not stand out as much. Shift them closer to focus on an arm for a bracelet or a hand for a ring.
You can try raising the surface a little to get a more shot-friendly angle. A simple cushion under one edge of a tray can work well for this.
If you’re working with a professional jeweler, they may have angled displays that already perform this function. You can also try elevating the mirror slightly to change the angle of the shot.
4. The Artisan at Work
If you’re working for someone who makes their own jewelry, don’t miss the opportunity to photograph them while they work.
Instagram followers love to see “behind the scenes” and see how things are made. These shots are also fantastic for e-commerce websites, particularly for a brand’s history or “About Us” page.
Remember, you’ll be shooting the actual jewelry maker, not a professional model. Prep them accordingly and ask them to wear makeup/do their hair/wear clothes that look good and help them feel comfortable.
Having said that, you don’t need to focus directly on the craftsperson. Consider having them in soft focus while the main focal point is the piece of jewelry they’re working on.
Try to take several shots, showcasing different techniques, different pieces of jewelry, and different angles.
You can also do some more commerce-related shots, such as snapping the jeweler filling a display cabinet or trying on their favorite new piece.
If you decide to go for facial shots, try to capture concentration and focus, rather than a beaming smile. The idea here is to create authenticity, which may require patience and many shots.
5. The Gift-Giving Shot
Jewelry sellers need to show their customers what they can do with the items they buy, and one of the most impactful ways to do this is to show a piece being given as a gift.
Necklaces, rings, bracelets, and earrings all make wonderful gifts, and that’s probably where most custom comes from for serious jewelers.
So, as a photographer, I lean into that and use two models to stage different gift-giving scenarios.
The most commonly used is the romantic scenario, with one partner giving another a beautiful box showcasing the gorgeous piece of jewelry. However, other pairings you can consider include:
- A child giving their mom a Mother’s Day gift (or dad a Father’s Day gift)
- Siblings passing gifts to each other
- Grandparents receiving gifts from their grandkids
- Best friends exchanging charm bracelets or friendship bangles
- A parent giving a child a watch or other significant piece
Make sure the shot frames both parties and the jewelry itself. You don’t need the models in full; just their hands will do, especially for smaller pieces of jewelry.
For Instagram, you can also take a mix of long and close-up shots. Show the entire, joy-filled scene, then zoom in to showcase the details and sparkle of the gift.
6. Nestled and Cozy
Some of the best jewelry staging shots don’t have a model at all. Taking beautiful earrings and a matching necklace and nestling them in some suitable fabric creates a shot where the jewelry is the star.
Consider color carefully for these types of shots. The instinct is often to go for a sharp contrast, such as white pearls on a black background.
Sometimes, this may work, but I’ve always found that subtler contrasts are better. Glowing, white pearls on a soft pink or butter yellow background are more likely to catch the eye, in most cases.
Similarly, bright yellow gold also works wonderfully on white, particularly patterned white cotton or white lace. Silver comes alive in front of eggshell blue or lilac.
Avoid starchy, stiff fabrics for these types of shots. Instead, create a rumpled, cozy place for the jewelry to nestle and appear “at home.”
7. The #GRWM Shot
#GRWM or Get Ready With Me is a huge Instagram and TikTok trend. Influencers create videos of themselves getting ready for events or nights out, showing their routines for makeup, skincare, and even jewelry.
You can lean into this trend by photographing your model in the process of putting jewelry on.
Snap them placing an earring into their ear – focusing on the earring itself – and leaving the model itself in slightly soft focus.
Show one person carefully placing a necklace onto someone else’s neck or helping them with the clasp. These everyday moments appeal to social followers but also work well for online stores to show the real-life benefits of buying the piece.
Take a whole collection and show your model “before” and “after. Snap them with no jewelry, just the necklace, then add the earrings, then the bracelet, and so on.
Top Tips for Holding a Successful Jewelry-Focused Photoshoot
Always speak to your client ahead of time to understand exactly what they want photographed and where they want it done.
Understanding the space you’ll be working in helps you bring the right gear – lights, trays, fabrics, etc. You can also make sure you bring the right number of memory cards or other digital storage by getting a sense of the volume of content your client wants.
Take a look at the jeweler’s existing website before the shoot. I always like to take stock of the colors and backgrounds already in use so I can stock my props and backgrounds stash accordingly.
Alternatively, ask if the client has a brand book containing their acceptable colors. Many e-commerce retailers will have this as a simple PDF file you can flip through.
Here are a few more tips for more successful jewelry photography on the day:
- Ask your client to bring more than one of each piece where possible so you can show them comparison staging ideas, side by side.
- Use spotlights to create additional sparkle in gemstones like diamonds and emeralds.
- Utilize props from inside the jeweler’s space, e.g., ornaments often on display in their shop or prominent pieces of furniture.
- Take a mix of on-model and on-display shots that the client can use for their online store and socials.
- Ask ahead of time if you’ll be able to photograph your client hard at work crafting jewelry, or even speaking with customers, so they’re not caught off guard.
- If they’ve worked with a particular model in the past, ask if it’s possible to arrange for that person to be at the shoot for consistency and continuity.
Above all, make sure that your shots showcase the jewelry itself, not just the models and other people present.
Final Thoughts
One final consideration is the time of year you may be taking these photos. Something to discuss with your clients is whether they want these images for particular sales, like Black Friday, or for events such as Mother’s Day.
When you have this info, you can build a better prop stash.
Festive colors for Christmas-themed shoots might include red, gold, and green. But for summer, you might opt for sandy or ocean-themed tones for backgrounds and staging areas.
Don’t be afraid to play around with color and light to capture the sparkle and essence of jewelry. The more creative you are, the more you’ll impress your clients.
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