A short profile will need to catch the buyers attention! So, what I'd need to know is what kind of jewelry do you sell? This will change everything. For example, if you are selling modern jewelry you wouldn't want to talk about vintage things. Its all about the type of jewelry and how to enhance it!
Here is a list of the following things i'd need to know to write a short profile:
1. Type of jewelry
2. Where it originated.
3. What inspired you to sell this type of jewelry.
4. How you ship out your products.
5. How the website got started