Your first impressionsI agree - the absent banner is a missed branding opportunity. I like the immediate variety of items, though. I agree, the avatar is nice. It looks like wire wrapping! Ooo - make the J gold lol.
Store Title & DescriptionI admit, I had no idea how to pronounce the name. I was thinking it was a different way to spell Jaja like Jaja Gabor. (I don't even know if I spelled that right!) *IF* you are open to changing the name, consider using two J words to combined yourselves. I don't know... Just Jewellery or Jangling Jewellery or Jingle Jewels - no idea. J is hard!
I liked the detail in the store description about the creators. Keep the story. However, I think you could rearrange it. Put the closing paragraph near the beginning and put the back-story after.
Your first line is:
"Janis and Jessica are a mother, daughter team who enjoy creating unique, one of a kind pieces of jewellery."
I don't mean to be rude, but isn't everyone trying to make unique jewellery? You need to be more specific. You could say...
"Janis and Jessica are a mother, daughter team who enjoy re-engineering jewellery in to new, unique pieces." (picking up on the "recycled" idea from Delightful Suds)
OR
"Janis and Jessica are a mother, daughter team who create jewellery for every-day wear from every-day inspirations" - here I am specifying the intended use - every-day wear versus, say, a diamond store who's jewellery is more for special occasions only,
OR
"Janis and Jessica are a mother, daughter team who specialize in jewellery for the on-the-go woman" - here, I'm specifying a target market - pretending it is the grab-n-go person who needs something that goes with everything and can handle being thrown on in the car or on the way out the door instead of finicking with delicate clasps or shattering if I happen to drop it on the driveway. This is just an example. You can fill in whatever you want to after the word specialize!
Target KeywordsIn your store description, I can't help but feel this sentence needs the phrase "wire-wrapped jewellery" in it somewhere:
"Teaching herself
wire wrapping she is now hooked on
jewellery making as well and is adding to the variety of materials that provide the inspiration for new pieces."
- Close but no cigar, eh?
I like this sentence: "Most pieces can be worn as dressy or casual, many are adjustable in size or style and all are are made with care to ensure lasting satisfaction." Good to know you can adjust size and style. I would begin the sentence with "Most of our jewellery can...." so you take possession of the work and sneak in that keyword.
Your jewellery has options! Consider adding to your product tags: adjustable (for those items that the buyer can adjust the length on the fly) or, say for your Study in Turqoise, "detachable", since there are 2 in 1 necklaces here. Even put "2 in 1" as a tag!
Do you need "Woman's" in your titles and product copy? (Look, ma! I used a new word we learned!) I would assume all necklaces are for women unless otherwise stated: Men's or Children's for example. Maybe that's just me.
Product PhotosYep - Dark. You need a light box. I am indifferent about the turtle neck, but whatever is in the background in the first photo here is better:
https://icraftgifts.com/handmade/30042/seaglass-necklace-in-green-and-gold-sea-scrolls.phpI think you have a good variety of photos because you show them both worn and not worn, close up and the whole thing.
Product Titles & DescriptionsKeywords are good in the titles. I might put them first though. For example:
Study In Turquoise Woman's Beaded Necklace ----> Beaded Necklace - Study in Turqoise
This title might be missing the word "pendant"
Victoria's Secret Woman's Ribbon Necklace ----> Ribbon Pendant Necklace - Victoria's Secret
Not all product has back-story in the descriptions. What is there is fine, but after the "need to know stuff", why not tell a little of the inspiration? You put so much effort into talking about inspiration in the store description and then it fizzled out in the products?
This one has a mention: "Originally designed as a brooch, it now makes an elegant necklace, ..." More like that - unless that's bad for SEO to put brooch when it is no longer a brooch.... (admin?)
This listing doesn't tell me the length of the necklace nor have a picture of it worn? (And a small typo "flanked by to smaller clear beads" instead of "two").
https://icraftgifts.com/handmade/34696/spring-in-womans-lampwork-bead-necklace.phpProduct Prices & ShippingI don't buy or wear jewellery, but these are prices I would pay for someone else. I have no idea what it costs to ship jewellery but those prices I would not balk at.
I get the feeling that the jewellery category here is going to be defined by your target market. In order to get specific descriptions and keywords more particular than "unique jewellery", you will need to know who you want to wear your jewellery and market to the segment. Not an easy task by any means. (Don't throw tomatoes!)