Lindsay, that is excellent advice on pictures, I have been struggling with them as photography has never been something I've been good at. And once you figure out what works, it's getting yourself there!
I have seen a lot of things with return policies, and I've seen a lot of people say they've tweaked them over the time they've been here. I guess for myself I figured with jewelry it's so tough online because even from experience buying it, it's not exact picture to hand. I want to be fair and the last thing I want to do is scare someone off, so I decided on returns. But if as I'm going along and my policy isn't working for me, I'll make adjustments. Sometimes I question myself because I see so many horror stories, but I forget the forums are a big place, and you're talking one incident vs the many transactions done here in a day. I'd figure vintage is definitely different though, and I can understand where you are coming from there.
But in the end, and I'd say almost every time anyone asks for a critique, it boils down to quantity, picture quality/presentation, and promotion. And trying to learn to market to the person who is interested in what you sell.
For now, I am going to try to remember that I am new to this, which is why we are all here! We don't all know the answers, but over time with each others help, we'll learn what we need to!