Material is the search term
Gold-plated, vermeil, sterling silver, stainless, moissanite, lab-grown. Buyers search by it and Google matches on it. Vague material language costs you the specific, high-intent searches.
And it is a policy line
"Diamond" when it is not is a misrepresentation finding, not a marketing choice. The same goes for carat and purity claims.
Gifting seasons are everything
Stock, budget and creative ready before the curve. Raising budgets mid-spike puts the bidding into learning at the worst possible moment.
More: the jewelry vertical.