I tried the search you suggested, and can clearly see what you mean. I presume the objects that look like polished snail fossils are the main problem, but there also seem to be a lot of inferior-looking gemstones (the kind of tumbled stones you can buy in craft shops).
You have a tough row to hoe in selling jewellery and trying to distinguish your items from others. It's such a gigantic category. However, you do have some gorgeous items, with beautiful colours and settings. I have a couple of suggestions that I hope might help.
a) Try bringing this up with the "Pinks" at one of the Wednesday boards - it's best to ask if you can simply follow up by direct email, rather than presenting the whole case during the discussion. The customer service people at eBay don't have the grasp of subtleties needed for this issue.
Unfortunately, what an eBay.ca representative suggests may not hold much weight with 'big' eBay, i.e. San Jose, so don't be too hopeful. But I wouldn't give up entirely. Send something in writing to the eBay.ca board rep from an authority (such as the World Jewellery Confederation you mentioned) that defines the difference between your gemstones and the fossil type. Perhaps if you can establish that these are two completely distinct entities (with different names/designations), you may have a chance of convincing eBay to force the fossil-sellers to list their goods under a different name.
b) While you pursue the above, you might want to try a couple of strategies to get better visibility generally, since there is a huge, long list of jewellery in your category. As I see it, your big problem right now is to get at least one of your items to show up prominently in the first 3 or 4 pages.
For example, why not try paying once every month or two for top notch listing exposure for one item? I don't know if it's still available, but eBay used to offer premium listing visibility for something like $50. Use it for just one particular "Wow" item. You might also consider adding the 'Gallery Plus' that gives buyers an enlarged view and ability to quickly scroll through all your photos from the listing page. I've found this to be very helpful with more expensive items.
In the meantime, having looked briefly through your store, I would suggest you add some sub-categories to your one store category. For example, I had to scroll through all the listing pages to find earrings. Some buyers might give up and go elsewhere rather than persisting, so make it easy for them if they do find your store. You could add categories for such things as rings, necklaces, pendants, etc., and another category for colour, with sub-categories for blues, greens, multi, etc. -- whatever works best for your items.
c) The previous suggestion re using your titles to distinguish your items is valid, although it seems to me most of your titles already clearly say these are jewellery-quality pieces. Perhaps try paying for subtitles for a few key items -- the subtitle could say something like: "Highest gemstone-quality authentic Canadian ammolite" (not everyone outside Canada will know where Alberta is), or whatever is important to distinguish your items. All you need are a few items to help drive traffic to your store. Your photos, and some extra categories should help to do the rest.
d) Are you able to provide a COA (Certificate of Authentication) with each item? If so, this could be both a selling point and a distinguishing feature that you could display prominently at the top of your descriptions.
e) Try offering free shipping on selected items -- this may help to move them up the visibility list and will route a few more buyers to your store.
f) I think the link on your store banner regarding Ammolite could also be placed up front in your listing description to make it easy for buyers to click on. I would make the explanatory text that it links to a little more concise, but explain what the "non-geniune" products are and why they're different from a gemmologist's point of view. I didn't really get that clearly from the current text. You could probably even include a photo of the "fossil" type (your own photo of course) to show what not to confuse with your products.
Until you're able to get eBay to change the way items in your category are listed, I hope these suggestions might help.
P.S. Cheers from a fellow (new) bluenoser 'down the road' in Upper Clements!
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