Etsy recommends using short and easy to understand titles because they convert better into sales. But, it's also useful to have a longer title, because Etsy uses the words in your title to determine which keywords your listing ranks for.

Keeping this in mind, we recommend creating a title that is between 70 to 120 characters long. This gives you plenty of room to add in quite a few keyword phrases but ensures the title isn’t so long that it’s tough for buyers to read.

Words at the beginning of titles have a particularly strong influence on Etsy’s search algorithm. If a word is used in both the title and tags of a listing, the search algorithm considers that listing more relevant than a listing with that word or phrase in the tags or title alone. This is why you should place your focus keywords at the beginning of your title and in your tags. 
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A focus keyword is the search term that you want your listing to rank for most. Do proper keyword research when selecting your focus keyword. For example, in our shop stats tool or Search Analytics, you can see exact phrases that shoppers have used to find your listings and make sure that those high performing keywords are included in both your titles and your tags.

Repeating words in your title is a missed opportunity to save space for a broader variety of keywords and phrases. Instead of repeating the same keywords multiple times in your title, add different keywords to broaden your reach and increase your chances of getting found.

Etsy handles single and plural words the same. This means that the word "diary" and "diaries" will count as a repeated word.