Limeys - This much I do understand (I wish I knew more...) What I have read over and over again this week is that the MOST important words in your title are the first 3 words. So for example, in this listing:
http://www.etsy.com/listing/77132253/art-deco-sun-shaped-tanzanite-swarvorski"Earrings" is literally the last word of your title. It should be somewhere in the first three. Now I'm not a jewelry seller, so I don't know much about titles for earrings, but maybe something like "Art Deco Earrings..." should lead your title. They say whatever you think your customer will type in to find your products.
Have you checked your Shop Stats and looked at the keywords most used to get to your shop? That's where I got my idea for titles from. :)