Best method to photograph etched glass?

My friend owns an online store selling various artifacts some of which happen to be etched glassware (beer mugs, wine glasses etc).

We were trying to photograph them to put up on the site, but were not able to get any good photos at all. The biggest problem was in selecting a proper background and the lighting.

So, what do you thing is the best method to photograph etched glass?

- what background to use?

- how to make sure the etching is actually highlighted?

- any thing to do with light setup?