Vagabond Jewelry's home page is a great example of using the text to identify and draw a niche market. The word choice is apt and richly varied -- "calls up," "conjures"; "grounded," "earth," "peace," "approachability," "tough." It presents the reasons for the choice of metal both unapologetically and evocatively. They've never employed an overused term where an interesting, thought-provoking one would do. It would be so easy to make the mistake of using the words "unique jewelry for active wearers." But look at these rich, constructed, post-apocalyptic designs -- that would never do it justice:
("The Ram," one of the more dramatic pieces. Photo copyright Kest Schwartzman.)
Their word choices in the description single out their niche market but don't exclude others. In the sidebar, a unified set of web-gadgets suggest travel, adventure, versatility. And you know what this homepage undoubtedly gets Google hits from? "Surfer jewelry," "snowboarder jewelry," "copper jewelry," "surgical steel jewelry," "modern jewelry," more.
It's a phenomenal example of the less-basic and absolutely essential ingredients of discussing a jewelry line: giving "story," offering the specs, proposing a unifying concept through which to view the jewelry, pursuing a niche market, presenting reasons to purchase, and suggesting that this seller is the best source for jewelry to fit those needs.
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