How to Create a Jewelry Photography Style Guide for Your Brand

Business Apr 8, 2025 29 Add to Reading List

Your jewelry sparkles in real life, but does it shine online?
Let’s be honest: One off-brand photo can cost you a customer. That’s why building a photography style guide for your jewelry brand isn’t just smart—it’s essential.

But here’s the thing, photography alone isn’t enough. Jewelry retouching plays a huge role in making your pieces look just as stunning on-screen as they do in person. From polishing metal surfaces to perfecting gemstone shine, the right retouching techniques can elevate your entire visual presentation.

I’ve worked with dozens of jewelry brands over the years, from tiny handmade shops to luxury e-commerce stores. And the brands that stand out the most? They have one thing in common—a consistent look. That includes not only photography but also high-quality jewelry retouching that aligns with their visual identity.

What Is a Jewelry Photography Style Guide?

Think of a photography style guide like a recipe book—but for your brand’s images. It’s a document that tells you (and your team) how your product photos should look.

From lighting to editing to props—it covers it all. Why? Because when every photo looks like it belongs to the same collection, your brand feels more polished and trustworthy.

Remember scrolling through an online store and feeling confused because every product looked like it was shot by someone else? That’s what happens without a style guide.

Why Every Jewelry Brand Needs One

Whether you're a solo artist or a growing team, this guide keeps everything consistent. Here’s why it matters:

Builds a recognizable brand: Customers remember you when your visuals match across your website, social media, and packaging.
Saves time: No more guessing how a product shoot should look.
Helps your team: New photographers or editors can follow your standards without constant back-and-forth.
Boosts professionalism: Consistency gives your brand a premium feel—even if you’re just starting out.

A friend of mine once switched from inconsistent DIY photos to a clear style guide. Within a month, her Instagram engagement grew by 38%. Her followers kept saying, “Your page looks so clean now!”

Key Elements to Include in Your Style Guide

Let’s build your guide step by step. Here are the core parts you shouldn’t miss:

1. Background and Surface

Ask yourself: What surface fits my jewelry's vibe?

White or light gray: Clean and modern
Marble or stone: Elegant and timeless
Wood or linen: Rustic and handmade

???? Tip: Avoid busy backgrounds—they steal attention. Let your jewelry be the star.

2. Lighting Setup

Lighting makes or breaks jewelry photos. Period.

You want soft, even light. Harsh shadows? No thanks.

Natural light: Great for lifestyle shots
Softboxes or light tents: Best for consistent studio looks

From personal experience, soft, diffused light works wonders on gemstones. It makes them sparkle without creating weird reflections.

3. Angles and Framing

Customers want to see the details. That means multiple angles.

Straight-on shot
45-degree for dimension
Close-up for textures or stones
Scale reference (on a hand or near a coin)

Keep your framing style the same across all photos. It helps your grid and listings feel organized.

4. Props and Styling Rules

Props can add personality, but they need rules.

Ask yourself:

Do I want a minimal or styled look?
Should props appear in every photo or just lifestyle shots?

A dainty gold necklace on a soft cream fabric? Lovely. But that same fabric next to a bold silver ring? Might not fit.

Be intentional. Your guide should say:

Which props are allowed
When to use them
How much space should they take up

5. Editing Guidelines

Editing ties it all together. This includes:

Brightness and contrast levels
Color correction (so gold doesn’t look orange!)
Retouching style (clean or natural)
Shadow consistency

Even if someone else edits your photos, your guide will help them match your brand look every time.

Tips for Building Your Guide from Scratch

Don’t feel overwhelmed. Here's how to start small:

Review your current images. What looks good? What feels off?
Pick your signature look. Soft and warm? Bright and white? Decide on a mood.
Set clear camera rules. Include camera settings, angles, and framing size.
Make templates or mood boards. Visual examples speak louder than words.
Write it all down. Use a PDF or Google Doc so you can update it anytime.

Bonus idea: Create a "Do & Don’t" section with sample images.

Mistakes to Avoid

Let’s save you from some common headaches:

Switching styles often: Keep your vibe steady.
Too much editing: Jewelry should feel real, not plastic.
Copy-pasting big brand styles: Their look may not fit your audience.
Using too many props: Less is more.

I’ve seen clients re-do entire photoshoots because they ignored their own guide. Ouch.

Real-World Example

Meet Emma. She runs a small jewelry shop on Etsy. She used to upload product photos taken on her kitchen counter. One had a red napkin. Another had a bamboo mat. Customers were confused.

Then she made a simple style guide: