A friend of mine recommends setting up a lightbox and then pointing the lights up onto the top of the lightbox instead of shining it directly on the object - especially if the object you are trying to photograph is shiny.

This reflects the light down onto the object you are photographing but it won't show those white flash marks on your photo. This works great for objects that are shiny.

I am in love. This is one of the most amazing things I've ever seen. So inspiring.