How to describe one's own work

I received this question via email:
"I hope your having a great 2008. I have a question/need a little advice....I have been a wire artist for about [number] years now, and I am finally ready to market my jewelry to boutiques, shops, etc. However, as I prepare my brochure about my jewelry, I find it a little challenging to put into words how I want the public to view my jewelry line. For example, making jewelry is an art for me (and you too!!!!!) and I feel really connected to the stones, crystals, metals and I definitely want to express that, but I don't want to sound so deep and 'out there' that I exclude potential customers who like my jewelry just because it's pretty to them. At the same time, I don't want to sound shallow just to appease the mainstream population and feel like I'm not being true to myself and my art. Any advice on how to merge these two ideas would help. Thanks for your time. Happy jewelry making!"

My answer: Describing one's own work is one of the most challenging aspects of our work. I try to keep in mind what I was thinking during the moment I was creating the piece. Was it particularly challenging? Why? What inspired you to create it? A color, a moment, a person, an object?
Also, you can try to keep the description light and even a little bit funny. And most important of all: make it personal. Describe it like you are talking to the person directly, as if it were an email or a blog. That way you connect with the reader and you also eliminate that "new age/hippie" feeling you find in most artistic descriptions.
It is personal to you, it's your "creation", your baby, so make it deeply personal!
I hope this helps!

2008, ArchiveEni Oken