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Jewelers: Is Going To Your Website Like Visiting Your Store?

Jewelers: Is Going To Your Website Like Visiting Your Store?

I’ve just gotten back from a round of at several jewelry industry conventions and I have to share a story I heard from a retailer with you.
Like many jewelers, this particular retailer carries a mix of their own custom jewelry creations and several designer lines. They’ve been in business for a quite a few years. Over that time, they’ve dropped and added a few different lines, as fashion trends and industry circumstances have changed.

A customer was thrilled to discover, via the store’s website, that this retailer carried a particular line of charm jewelry. She drove a significant distance – more than 2 hours – because there were charms they really wanted to buy and not many stores carried this line anymore.

[Tweet “Your website is the heart of your business.”]

You know where this story is going, right? The jewelry retailer in question had followed the trends and wasn’t carrying the line anymore either – but their website didn’t reflect that information accurately. The customer was disappointed, and the retailer’s efforts to sell her pieces from the ‘better’ line they’d chosen to replace the first line fell absolutely flat. She didn’t want the ‘better’ line; she wanted what she’d seen on the retailer’s website.

Expectation Management Is Your Website’s #1 Job

Your website is the heart of your business. It’s where your customers will go to learn more about your store and your offerings. What they see on your website creates a set of expectations in the customer’s mind; they begin to imagine what it will be like to shop with you based on what they see online.
This is particularly true when it comes to designer jewelry offerings. Customers who search for a jewelry brand by name have already started building a relationship with that look; they know what they want.

This is why it is absolutely essential that your website accurately reflect the experience your customer will have in the store. Check your own website: do you have lines on there you no longer carry? Are all the lines you do carry featured appropriately? If this information is not accurate, make it so immediately. It’s the first step to improving your marketing & creating more satisfied customers.

Accurate designer listings is an essential step in expectation management, but it’s not the only one. Your use of imagery, color, and copy all impact how your customer envisions your store. The best jewelry retailer’s sites present an accurate and appealing representation of the in-store experience. If you’re not sure if your site does this, it’s time for a website audit. This process will let you know if your website’s performing as it should be. If it’s not, making adjustments to your website can help you sell more jewelry – and that’s what this is all about!

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office