Schema markup generator for jewellers
Jewellers should use the JewelryStore type (schema.org uses the US spelling), not plain LocalBusiness. Fill in the form and I’ll build valid JSON-LD you can paste into your site.
JewelryStore JSON-LD
<script type="application/ld+json">
{
"@context": "https://schema.org",
"@type": "JewelryStore",
"@id": "https://britanniajewellery.example/#business",
"name": "Britannia Fine Jewellery",
"description": "A Calgary jeweller designing custom engagement rings and repairing heirloom pieces in its own studio.",
"url": "https://britanniajewellery.example/",
"telephone": "+1-403-555-0142",
"email": "hello@britanniajewellery.example",
"image": "https://britanniajewellery.example/images/photo.jpg",
"address": {
"@type": "PostalAddress",
"streetAddress": "100 Example Street SW",
"addressLocality": "Calgary",
"addressRegion": "AB",
"postalCode": "T2P 1J9",
"addressCountry": "CA"
},
"openingHours": [
"Mo-Fr 09:00-17:00"
],
"priceRange": "$",
"areaServed": [
"Calgary",
"Airdrie",
"Cochrane",
"Okotoks"
],
"knowsAbout": [
"Custom engagement rings",
"Jewellery repair",
"Ring resizing",
"Heirloom redesign"
],
"paymentAccepted": "Credit card, Debit, Bank transfer",
"currenciesAccepted": "CAD",
"sameAs": [
"https://www.instagram.com/britanniafinejewellery",
"https://www.linkedin.com/company/britanniafinejewellery"
]
}
</script>Paste this into your page’s head, then test it with Google’s Rich Results Test and validator.schema.org. The example values are made up: replace every one.
Want this added to your jewellery studio’s website?
Send me your site and I’ll check your current structured data and send back corrected JSON-LD for it. Free.
The properties that matter for jewellers
Type: JewelryStore. Every property below is a real schema.org property.
| Property | Why it matters |
|---|---|
knowsAbout | Custom design and repair are separate searches. Naming both helps AI tools send the right people your way. |
address | Jewellery is bought in person. An accurate address and suite number help people find you. |
openingHours | If design consults are by appointment, say so on the page and list walk-in hours honestly. |
image | Use a sharp photo of your work. It is the first impression. |
priceRange | A range helps people know whether you are a fit before they visit. |
Common mistakes
Spelling the type JewelleryStore. The schema.org type is JewelryStore, even on a Canadian site. Keep Canadian spelling in your visible text.
Putting diamond prices in the store markup. Individual pieces need their own Product markup.
Marking up testimonials as review stars. Google won’t show self-serving review stars for a LocalBusiness.
How to add it to your site
- Replace every example value in the form with your own details. They should match your Google Business Profile exactly.
- Copy the code and paste it into your page’s
<head>. Most site builders have a custom code field. On a hand-built site, it goes in the template. - Test the live page with Google’s Rich Results Test and validator.schema.org, and fix anything they flag.
- Add the same facts to the visible page. Structured data should describe what visitors can see. My website checklist for jewellers covers the rest.
Schema for jewellers: questions
Schema.org uses US spelling for its type names. The type has to match exactly. Your visible text can still say jewellery.
If you sell set pieces online with prices, yes, on each product page. Custom work is better shown in a portfolio with good descriptions.
List your regular store hours in openingHours. Explain appointments clearly on the page.
Keep reading
- nick@tavro.ca
- 587-439-9994
- Calgary, Alberta