Some practicle advice

[sativo]

I own a small ecommerce business that sells imported home decor. We have a semi-pro digital studio with a canon d60 and strobes.. and have been achieving decent simple shots with a grey background.

We now want to advance our shots to look more like www.redenvelope.com

Can anyone give me some practicle advice on how to:

A) Achieve the lighting they have

Is it all naturual light or are they using highly diffused strobes?

B) Achieve the right DOF

Is is possible to reduce my lens to f/2.8 with studio lights? I always seem to catch the shutter in my shot?

C) Anyway suggestions on setting up a nice set. I don't have the super sofisticated home setting that they or pottery barn use. Is there anyway to fake it and get some nice variety?

Thanks,
Sativo

[amonline]

A) Regarding their typical "product" shots, most (of the products you referenced) have a medium to large softbox at 45 camera left with a reflector to the right of the product. It also looks like they like to shoot with a SB at product left and a closer reflector or considerably lowered SB at 45 camera right. Most jewelry tends to be back lit by a soft box with a reflector in from of the object.

B) There are many choices when it comes to lenses. Although many will recommend something like a 100mm (which I have), I tend to like using my 50mm or even my 24-105mm. Basically, anything in the 24-70 range is a good prospect. Then you can just calculate your DOF with a DOF calculator to establish the best distance. I would suggest using a computer thether or remote when shooting lightbox type work.

C) Believe it or not, you can setup a killer home lightbox for mere dollars if you are shooting small items. My small DIY lightbox cost me $24 in parts from Home Depot - lights and all and is good for products up to 1sq ft. I could go larger with just some more PVC pipe. There are many online tutorials with ideas about how to build the one for your needs. Check Google.