What’s in a Sigil? How to Talk About Symbolic Jewellery Without Sounding Like a Guidebook

Because your customers aren’t here for a lecture. They’re here for a feeling.

There’s a moment, maybe you’ve seen it, when someone picks up a pendant and just stares at it for a second too long. They might not say anything. Their fingers trace the edge. Eyes narrow slightly. That’s not shopping. That’s recognition.

And yet, so many shops kill that moment by blurting out:

“That’s the pentacle. Five points. Four elements and spirit. Wiccan. Used for protection in ceremonial”…aaaaaand they’ve put it down.

Let’s fix that.

Your job isn’t to explain. It’s to spark.

In the age of ChatGPT and Wikipedia, nobody walks into a mystical shop to be educated like it’s Tuesday night at the adult learning centre. They want connection. A flicker of curiosity. A reason to feel something when they hold that charm.

So stop translating symbols. Start whispering stories into the quiet part of their brain.

1. Ditch the data, lean into the myth

Sure, you know your symbology. But try this:

• Don’t say: “The Triple Moon represents the Maiden, Mother and Crone. It corresponds to waxing, full and waning moon phases.”

• Say instead: “People tend to grab this one when they’re in a chapter shift, like a becoming. It’s got that 'I’m not who I was, but not quite who I’m going to be yet' energy.”

It’s accurate. It’s intuitive. And it makes someone want to take it home.

2. Give them the space to name it

Let them go first. Put a few talismans out, with no signs, no cards, just pure instinct, and ask:

“Which one’s calling you?”

Then pause. That moment is magic. It’s theirs. After that, you’re just the translator of their hunch.

3. Stop writing essays on product cards

If your meaning cards read like an encyclopaedia entry, rip them up and start over. Try something like:

“For crossroads. For courage. For saying yes when you’re scared but ready.” or “For the one who keeps their strength where no one sees it.”

Tiny. Emotional. A whisper. That’s all they need. They’ll write the rest of the story themselves.

4. Talk like you’re sharing a secret, not selling an object

Customers don’t remember symbols. They remember why you said someone wore it.

Try this:

“Someone bought this for her teenage daughter who was terrified to speak up in school. She wears it when she wants to feel braver.” or “One customer called this her ‘shield in traffic’. She said she doesn’t leave the house without it.”

That’s the stuff that sticks. Because people buy stories. Not specs.

5. Reframe jewellery as emotional tech

Jewellery is wearable language. It’s portable courage. It’s a reminder you can touch when you need grounding.

If you frame it like magic meets psychology, suddenly it’s not an upsell; it’s a tool. And let’s be real: most customers want a reason to justify buying another talisman. Give them that reason. Make it beautiful.

🔮 So, what’s in a sigil?

Everything. Nothing. Exactly what they need it to be. You don’t have to spell it out. Just create the conditions for the connection... and get out of the way.

Bonus tip: Want to sell more with less effort?

Let your display do half the talking. Check out our Sigils of the Craft collection, each piece designed with intention, symbolism, and enough open-ended meaning to let your customers fill in the rest.

Need mini meaning cards, storytelling blurbs, or display ideas that don’t scream “cheap crystal fair”? Drop us a message. We’ll help you enchant your counter and make every pendant feel like it chose them.