These are the rules I've heard. Don't know how true they are:
-keep your jewelry in proportion to your body. But let me just say I hate piddly delicate jewelry and I'm petite, so I break this rule constantly and it doesn't bother me. Maybe I'm just delusional.
-wear one main piece at a time. Don't wear big chandelier earrings AND a chunky necklace. One or the other. I also can't stand mixing gold and silver, but that's just personal.
-bags also need to be in proportion, but this is another rule I break out of necessity.
-keep purse fabrics season appropriate, i.e. no raffia in winter.
-someone somewhere once said that your bag doesn't have to match your shoes, which eventually turned into you must NEVER match your bag and your shoes because it makes you BORING and "matchy matchy" (it amazes me that as a society we haven't come up with a better way of describing an overly calculated attempt to match, but anyway). I don't think this is necessarily true. If the rest of your outfit is very colorful and playful, and you have black shoes on, go for a black bag. Why not?
-I agree with Nicole about refreshing accessories. Unless it's something like a wedding band, I think it's better (and a lot more fun) to mix and match.