Looking for help/ideas on advertising a jewelry website.

32 replies
Hey guys,

Just a quick backstory. A friend of mine owned a jewelry store for 20+ years. She decided to close her store and move her business online. Over the last 3+ years or so she has been selling jewelry through her Etsy store. While sales have steadily increased since she opened her Etsy store, most of the sales are still coming mainly from her old customers who she has gathered over the years of having her old store in California. She decided that she would like to move away from Etsy and get her own website. I created her a website for her shop through Shopify over the last several months. We just launched the website last week.

I personally know next to nothing when it comes to online advertising, my background is in finance, however i am actively looking to learn everything i can when it comes to advertising an e-comerce website which in this case is our jewelry website.. So we are looking for help advertising our jewelry website.

Only advertising that has been done to this point is a small email campaign during holidays to regular customers whos information have been gathered over the years using mailchimp. Also most recently created a facebook and instagram pages for the website.

So looking for any help and ideas on someways to generate max traffic to this jewelry website as well as a place for me to learn more about online advertising for a website of this kind. We are willing to put money into advertising so not looking for just free tips, just first and foremost looking for some help and ideas as we are obviously beginners when it comes to this. Any help is greatly appreciated!

PS: website has a great name for a jewelry website.

Jewelluxe.com

Again thanks for any help and looking forward to hearing some ideas.
#advertising #help or ideas #jewelry #online sales #seo #website
  • Profile picture of the author jogunn
    You are on the right track by opening and setting up social media accounts for the store. Make sure your branding is consistent and you are posting a good mix of not only posts promoting the store, but also posts that are helpful to your prospective clients, and add in posts that will allow customers to see the person behind the shop.

    Instagram is a great place for sharing photos of their jewelry. Make sure these are high-quality shots, preferably of someone wearing the jewelry. Reach out to influential users/bloggers and ask them to feature your brand. Also think about hosting a giveaway and run a Facebook ad for it (which can now cross post to Instagram, as well). This will draw traffic to the page quickly. Have users share/repost the post and leave a comment for entry.
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  • Profile picture of the author fin
    It would help to know the website domain.

    Can't come up with anything too specific without it.

    I would do something with social media though, on either Pinterest , YouTube, or Instagram.
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  • Profile picture of the author megamind22
    You can also post to facebook groups that are related to fashion etc
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  • Profile picture of the author ceenote100
    Create a Facebook fan page for your site as it will get it indexed quickly on Google. Also try Pinterest and Instagram to post lots of pictures of the jewelry.
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  • Profile picture of the author Dmatrix
    Thanks for the replies so far guys. Facebook & Instagram are the 2 things we have been doing for a bit now as well as a give away on Facebook.

    The website is Jewelluxe.com

    Next step is I'm mainly looking to drive more brand new traffic to the site.

    How about when it comes to paid advertising what would be the better ways for me to go with this kind of site? Pay per click / pay per view/etc?

    Any suggestions of maybe some of the better ways to max my SEO, or even use some company's that specialize in online marketing would be great. I really have no idea yet which are some of the better ones out there to use.

    Thanks for any help!
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    • Profile picture of the author fin
      if the jewelry is selling, you could do almost anything creative.

      Read the book Traction.

      I hear Pinterest ads are new and hot, but don't know if they're open to everyone yet.
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      • Profile picture of the author Dmatrix
        Originally Posted by fin View Post

        if the jewelry is selling, you could do almost anything creative.

        Read the book Traction.

        I hear Pinterest ads are new and hot, but don't know if they're open to everyone yet.
        The jewelry sells great, as this is very professional level stuff. As i mentioned in my original post this used to be a brick and mortar store for close to 20 years in Redondo, California.

        Problem is most of the business still comes from the regular customers the store gathered over the years, and for now sells to those customers through Etsy. Ofcourse the volume of sales is much lower now though as its mostly returning customers and hardly any new business coming in, so this is why we created a new website and looking to ramp up new traffic.

        I just recently finished this website for the store and i believe it looks 10x more professional than Etsy shops. Now im just looking for help driving traffic all possible ways. Creative or not

        As i am personally not that knowledgeable in this field of online advertising yet
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    • Profile picture of the author aleangui
      Originally Posted by Dmatrix View Post

      Thanks for the replies so far guys. Facebook & Instagram are the 2 things we have been doing for a bit now as well as a give away on Facebook.

      The website is Jewelluxe.com

      Next step is I'm mainly looking to drive more brand new traffic to the site.

      How about when it comes to paid advertising what would be the better ways for me to go with this kind of site? Pay per click / pay per view/etc?

      Any suggestions of maybe some of the better ways to max my SEO, or even use some company's that specialize in online marketing would be great. I really have no idea yet which are some of the better ones out there to use.

      Thanks for any help!
      Have you ever thought about using SoloAds from a new website like Clickonomy.com? I don't benefit from sharing that link with you either. I'm not an affilaite for them. Just sharing helpful resource.
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  • Profile picture of the author fin
    The jewelry looks great, but the store looks like something a drop shipper threw up.

    I guess it doesn't look like it stands for anything, a bit me-too.

    But it does look aesthetically pleasing to the eye.

    I would throw up videos, identify your target market, etc.

    Don't take that as me knocking the design of your site. I just don't think it stands out. Old fashioned springs to mind,

    You shouldn't have too much problems marketing the jewelry on social media because it's nice.

    Maybe read some books like jab jab jab right hook to learn how to do it.

    The name sounds a bit boring too. If I was going to compete with big brands I would go in the complete opposite direction and use a name they wouldn't.

    I'm just throwing things around because I'm procrastinating, so don't mind me.

    Ignore anything you don't agree with loll
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    • Profile picture of the author Dmatrix
      Originally Posted by fin View Post

      The jewelry looks great, but the store looks like something a drop shipper threw up.

      I guess it doesn't look like it stands for anything, a bit me-too.

      But it does look aesthetically pleasing to the eye.

      I would throw up videos, identify your target market, etc.

      Don't take that as me knocking the design of your site. I just don't think it stands out. Old fashioned springs to mind,

      You shouldn't have too much problems marketing the jewelry on social media because it's nice.

      Maybe read some books like jab jab jab right hook to learn how to do it.

      The name sounds a bit boring too. If I was going to compete with big brands I would go in the complete opposite direction and use a name they wouldn't.

      I'm just throwing things around because I'm procrastinating, so don't mind me.

      Ignore anything you don't agree with loll
      Oh dont worry nothing taken personal i know the site can use much much more work its just a first step and a work in progress. Its just better than the Etsy shop looks so thats all i was going with for now I apreciate every crtique and any ideas. I do very much agree the site does look bit old fashioned and i think i want to go away from that completely. I actually inherited a skeleton per-say of a site so just had the very basic layout, i mainly added the different categories and created all the listings to look as good as i could. I agree the front page needs an ovehaul to look more modern. So if you have anymore ideas/examples all greatly apreciated.

      Everything is just in beginner stages/work in progress!
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      • Profile picture of the author fin
        Exactly, always a work in progress.

        GymShark and Onnit are blowing up just now.

        There must be a lot more closely related to your industry, but I don't know any.
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  • Profile picture of the author fin
    This is a good example of what I mean - Best Harem Pants for Women, Hand Crafted in Thailand – One Tribe Apparel

    Become the DisruptiveYouth/LuluLemon of the jewelry industry.
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  • Profile picture of the author violet0176
    First of all, get off of Shopify and get on Tictail.
    Second, get her to network with local boutiques and have monthly trunk shows to gain publicity and increase sales.
    Explore the option of making jewelry exclusively for local boutiques and expand to higher end stores. Talk to her about going that route in addition to online marketing for the website which others have suggested..

    Also, contact local media to spark interest in featuring her work in a beauty/style article before one of the trunk shows. Also contact fashion magazines such as Glamour, Vogue, Style, etc...and ask for consideration.


    I do have to say that some of her settings, pave and soldering is sloppy and for that reason, some of the work is over priced. Get her to focus on a focused collection of work instead of seemingly random pieces. The raw ability/talent is there and can only improve with experience.
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    • Profile picture of the author Dmatrix
      Originally Posted by violet0176 View Post

      First of all, get off of Shopify and get on Tictail.
      Second, get her to network with local boutiques and have monthly trunk shows to gain publicity and increase sales.
      Explore the option of making jewelry exclusively for local boutiques and expand to higher end stores. Talk to her about going that route in addition to online marketing for the website which others have suggested..

      Also, contact local media to spark interest in featuring her work in a beauty/style article before one of the trunk shows. Also contact fashion magazines such as Glamour, Vogue, Style, etc...and ask for consideration.


      I do have to say that some of her settings, pave and soldering is sloppy and for that reason, some of the work is over priced. Get her to focus on a focused collection of work instead of seemingly random pieces. The raw ability/talent is there and can only improve with experience.
      I apreciate the suggestions in the first 2 paragraphs, when it comes to the third...Shes bee selling this jewelry and making a very nice living for 20+ years in a brick and mortar store in a high end location in California, so i apreciate your opinion, but her jewelry is just fine. Im not looking for any help in that area. Just in the area of driving traffic to this new site! Please keep the ideas/suggestions coming everyone!
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      • Profile picture of the author LABEShops
        I would focus first on seo and trying to build some organic traffic - though don't expect to get to the top of the pages as jewelry is a very competitive area. Shopify is fine as a platform, so I would focus on improving what you have instead of moving to something different. However, the major things that would keep me from buying are:

        "Buy on Etsy" redirecting people to it to purchase, especially for high ticket items, makes your site look like a drop shipper or as a spam site that is only trying to build seo for your etsy shop. It also will hurt your rankings with google since every page redirects to somewhere else which they do not like. Not sure why you are doing this instead of taking sales directly on the shopify site, but I would change that first and foremost.

        Your photos are pretty good, though crop some of the background where you can and make the jewelry take up most of the space. Be careful about including multiple items in a photo as it can get confusing as to what the customer is actually buying. Some of your descriptions could use a bit of work - they are not as bad as others I've seen, but could be improved.

        Because of the high prices, you really need to focus on building trust. There currently are no trust or SSL seals showing, no about us page to tell you about the brand.

        You should really focus on building the brand and the owner as an expert - give the 20+ years as owning x store in california as a background story. Talk about how the jewelry is made, how it is sourced, how each piece is made with care and quality or whatever. Explain what "conflict free" means. Add a blog and share the owners stories and knowledge about jewelry (google loves to index articles which will help with seo and you could also publish these articles on social media).

        Perhaps some of those long time storefront customers would be willing to write some testimonials. I am assuming she has some affiliations with jewelry associations too - display those seals as well. There are no payment options shown - add credit card logos, paypal seals, etc. If using paypal, add their financing option banners to help people afford a piece they fall in love with.

        There is no way to contact the store - clicking "contact us" gets "this store is currently unavailable". This will stop people dead from ordering, especially for high value items. Put address, email, phone numbers up front and center and EVERYWHERE. Live chat would also help and perhaps schedule some online chats or google hangouts with the owner to answer questions about jewelry. Giving information and help to customers is always appreciated by shoppers.

        Add some video - perhaps show some of the pieces being made. Add videos to youtube as well as your store. I would definitely add pinterest to your social media as pinners LOVE jewelry.

        Overall, it is a good start, but you need to look at it from the shoppers point of view, improve the site, then move forward on marketing. Driving customers to a site that is not optimal is just wasting marketing money.
        Signature

        Owner of LABEShops.com & 20+ Niche Online Stores as well as Scifispace.com and other sites. Recommended Host: Evolve

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        • Profile picture of the author Dmatrix
          Originally Posted by LABEShops View Post

          I would focus first on seo and trying to build some organic traffic - though don't expect to get to the top of the pages as jewelry is a very competitive area. Shopify is fine as a platform, so I would focus on improving what you have instead of moving to something different. However, the major things that would keep me from buying are:

          "Buy on Etsy" redirecting people to it to purchase, especially for high ticket items, makes your site look like a drop shipper or as a spam site that is only trying to build seo for your etsy shop. It also will hurt your rankings with google since every page redirects to somewhere else which they do not like. Not sure why you are doing this instead of taking sales directly on the shopify site, but I would change that first and foremost.

          Your photos are pretty good, though crop some of the background where you can and make the jewelry take up most of the space. Be careful about including multiple items in a photo as it can get confusing as to what the customer is actually buying. Some of your descriptions could use a bit of work - they are not as bad as others I've seen, but could be improved.

          Because of the high prices, you really need to focus on building trust. There currently are no trust or SSL seals showing, no about us page to tell you about the brand.

          You should really focus on building the brand and the owner as an expert - give the 20+ years as owning x store in california as a background story. Talk about how the jewelry is made, how it is sourced, how each piece is made with care and quality or whatever. Explain what "conflict free" means. Add a blog and share the owners stories and knowledge about jewelry (google loves to index articles which will help with seo and you could also publish these articles on social media).

          Perhaps some of those long time storefront customers would be willing to write some testimonials. I am assuming she has some affiliations with jewelry associations too - display those seals as well. There are no payment options shown - add credit card logos, paypal seals, etc. If using paypal, add their financing option banners to help people afford a piece they fall in love with.

          There is no way to contact the store - clicking "contact us" gets "this store is currently unavailable". This will stop people dead from ordering, especially for high value items. Put address, email, phone numbers up front and center and EVERYWHERE. Live chat would also help and perhaps schedule some online chats or google hangouts with the owner to answer questions about jewelry. Giving information and help to customers is always appreciated by shoppers.

          Add some video - perhaps show some of the pieces being made. Add videos to youtube as well as your store. I would definitely add pinterest to your social media as pinners LOVE jewelry.

          Overall, it is a good start, but you need to look at it from the shoppers point of view, improve the site, then move forward on marketing. Driving customers to a site that is not optimal is just wasting marketing money.
          Great response i very much apreciate the very detailed sugestions you provided above! The reason shop redirects you to Etsy is we havent made the site an ecommerce site just yet but will be one of the first things on the to do list. The Etsy shop it redirects you has the same products that are on this site, however many more products than i have so far created on this site. Longer term goal is to phase out Jewelluxe on Etsy and run it completely by itself.

          Other things i am prioritizing are exactly everything you pointed out, like having a nice Reviews page where i can show many customer reviews which the Jewelluxe on Etsy is full of so i will transfer many of those to show steady flow of happy customers.

          Ofcourse fixing contact info and providing ways to purchases on the site itself are priorities.

          Im currently working on most of these things i was just kind of looking forward a bit i guess to drive some newere traffic in about a week or 2 when some of these details get fixed, hopefully intime for some holiday sales!

          Thanks again for a great post!
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  • Profile picture of the author Attie25
    Web page designed beautiful and obviously the first factor . You need to raise your rankings up with methods such as SEO , share with facebook , google + to diversify your wedsite .
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  • Profile picture of the author YourBizAid
    Banned
    If you want ROI faster, then you need to invest in paid traffic. Facebook targeted custom audience will do this perfectly for your business. I once had a cliet who sold high ticket jewelries. All we did together with the client was deploy some advanced marketing strategy into her business.

    We bought $1.87 clicks to her funnel and added one-click upsells, reactivated old customers and improved her conversion rate. And within one year, she wasable to double her entire business.

    You can ask your friend to apply for a free custom marketing blueprint with us. She only pay if she chose to be a client after getting the free blueprint. The application page is here: Get A Custom Marketing Blueprint For Your Business - The Biz Help

    Louis
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    • Profile picture of the author fin
      Just wanted to say the design looks a hundred times better than a few days ago.

      I would also maybe have a video on the product pages for the higher priced items.

      I would never drop a grand on some random internet site, but you could change that.
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  • the website is good ,and images sounds great.but if there are model show it may be better.
    and as your friends jewelry store have many old customers.u can open public facebook account to add old cusomters.and also have some video shows.
    hope it can help you.
    linda
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    to be a better girl.

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    • Profile picture of the author Dmatrix
      Been messing around thinking how to implement some changes to the front page of the site as well as implimenting a nice customer review and story of the shop section to build up trust. Came up with this. Let me know what you guys think vrs what the site looks like right now.

      Im thinking this way, not having to scroll down past the sliders on the main page is much more convenient and functional.

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  • Profile picture of the author DURABLEOILCOM
    Originally Posted by Dmatrix View Post

    Hey guys,

    Just a quick backstory. A friend of mine owned a jewelry store for 20+ years. She decided to close her store and move her business online. Over the last 3+ years or so she has been selling jewelry through her Etsy store. While sales have steadily increased since she opened her Etsy store, most of the sales are still coming mainly from her old customers who she has gathered over the years of having her old store in California. She decided that she would like to move away from Etsy and get her own website. I created her a website for her shop through Shopify over the last several months. We just launched the website last week.

    I personally know next to nothing when it comes to online advertising, my background is in finance, however i am actively looking to learn everything i can when it comes to advertising an e-comerce website which in this case is our jewelry website.. So we are looking for help advertising our jewelry website.

    Only advertising that has been done to this point is a small email campaign during holidays to regular customers whos information have been gathered over the years using mailchimp. Also most recently created a facebook and instagram pages for the website.

    So looking for any help and ideas on someways to generate max traffic to this jewelry website as well as a place for me to learn more about online advertising for a website of this kind. We are willing to put money into advertising so not looking for just free tips, just first and foremost looking for some help and ideas as we are obviously beginners when it comes to this. Any help is greatly appreciated!

    PS: website has a great name for a jewelry website.

    Jewelluxe.com

    Again thanks for any help and looking forward to hearing some ideas.

    You can use a Blog, Social Media, Backpage, Craigslist, SEO, PPC, ETC.
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  • Profile picture of the author Katejon
    I'm jumping in as I run my own handmade jewellery website. I specialise in great value quality pearl jewellery as well as other designs although I'm not in your market arena.

    It's very tough to drive traffic. Twitter is the most open and gets better reach, Facebook is not good these days unless you get compers on there for giveaways which really is not your style, otherwise reach is poor and it's got to the point now where ads are needed. Pinterest is just not working for me, I sense that people are really 'pin tired' now the novelty has worn off and there is too much on there and too many spammers. I'm thinking paid ads now.

    I think you may well need specialist shop/boutiques as well as online.

    The brand is not doing badly on Etsy considering Etsy has a lot of cheap shops.
    Nice stuff on your site. Am I blind? as I can't see any T&C shipping and returns details. Agree the site looks too impersonal. I would not be worried about trust and seal marks as they could be bought regardless. Live reviews probably worth having and I'm thinking of that. Jewellery descriptions are lacking precise detail which is chronic for higher priced goods.

    Saying that I'm always happy for comments good and bad on my site too which I know needs updating! Kyrenedesigns.com
    Signature
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    • Profile picture of the author Dmatrix
      Originally Posted by Katejon View Post

      I'm jumping in as I run my own handmade jewellery website. I specialise in great value quality pearl jewellery as well as other designs although I'm not in your market arena.

      It's very tough to drive traffic. Twitter is the most open and gets better reach, Facebook is not good these days unless you get compers on there for giveaways which really is not your style, otherwise reach is poor and it's got to the point now where ads are needed. Pinterest is just not working for me, I sense that people are really 'pin tired' now the novelty has worn off and there is too much on there and too many spammers. I'm thinking paid ads now.

      I think you may well need specialist shop/boutiques as well as online.

      The brand is not doing badly on Etsy considering Etsy has a lot of cheap shops.
      Nice stuff on your site. Am I blind? as I can't see any T&C shipping and returns details. Agree the site looks too impersonal. I would not be worried about trust and seal marks as they could be bought regardless. Live reviews probably worth having and I'm thinking of that. Jewellery descriptions are lacking precise detail which is chronic for higher priced goods.

      Saying that I'm always happy for comments good and bad on my site too which I know needs updating! Kyrenedesigns.com
      Thank you very much for your detailed comments on the site. Not everything is quiet up and operational on the website just yet as its still a work in progress, and this is why for purchasing items we currently redirect customers to our Etsy store, but this is something we plan on changing soon. And i agree some of the pieces can use a bit more of a detailed description, thank you for pointing that out. Will check out your website in a bit, and see if we can provide you with as bit of feedback as well.
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  • Profile picture of the author Thirty3Down
    Hey Dmatrix,

    Having an email is a Great thing! I would suggest to start building up her email list. There are several ways for her to build it up even more. I have found an article that has helped me. I hope it can help your friend as well.

    21+ Ways To Build An Email List Of 42,183 In 1 Year

    (btw...this is not my site)
    Originally Posted by Dmatrix View Post

    Hey guys,

    Just a quick backstory. A friend of mine owned a jewelry store for 20+ years. She decided to close her store and move her business online. Over the last 3+ years or so she has been selling jewelry through her Etsy store. While sales have steadily increased since she opened her Etsy store, most of the sales are still coming mainly from her old customers who she has gathered over the years of having her old store in California. She decided that she would like to move away from Etsy and get her own website. I created her a website for her shop through Shopify over the last several months. We just launched the website last week.

    I personally know next to nothing when it comes to online advertising, my background is in finance, however i am actively looking to learn everything i can when it comes to advertising an e-comerce website which in this case is our jewelry website.. So we are looking for help advertising our jewelry website.

    Only advertising that has been done to this point is a small email campaign during holidays to regular customers whos information have been gathered over the years using mailchimp. Also most recently created a facebook and instagram pages for the website.

    So looking for any help and ideas on someways to generate max traffic to this jewelry website as well as a place for me to learn more about online advertising for a website of this kind. We are willing to put money into advertising so not looking for just free tips, just first and foremost looking for some help and ideas as we are obviously beginners when it comes to this. Any help is greatly appreciated!

    PS: website has a great name for a jewelry website.

    Jewelluxe.com

    Again thanks for any help and looking forward to hearing some ideas.
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    • Profile picture of the author qrenee
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      • Profile picture of the author vicg100
        I recently have been getting really good traffic by tapping into Reddit.
        I'm sure if you find some popular fashion subreddits you can post some relevant content there having to do with what you're selling and get at least a few hundred people to see your site.
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  • Profile picture of the author DustinInTheWind
    Banned
    Promote it on various social networks,
    Facebook, Twitter, Instagram, Pinterest

    promote it on various forums but sparingly
    Add a direct URL to your website on your signature in that way you direct interested people without the hassle of typing the URL on their Address bar.

    Best type of Ads for ecommerce sites is POP traffic for visibility. Check out Bluagile.com they have that!

    Hope i helped!
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  • Profile picture of the author arrival7
    Hey, I would continue to sell on Etsy and at the same time instead of my own personal website, i would get myself an Etsy clone and use the platform to advertise my Jewelry and allow others to advertise their jewelry. Sort of like a jewelry mall. Of course you can get paid off of other jewelry dealers through commission of sales or through small hosting fees. In the beginning I will make it free until the dealers get to rolling in. Find dealers through other site, social media,and other platforms.
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  • Profile picture of the author ukamixx
    Well i'll be happy to share my tips and strategies being in the same niche, i also operate a jewelry website more one that tilts more to the side of fashion and designer jewelry following modern day styles.. i utilize social media very heavily as that's where most of my targeted traffic comes from. I've created accounts for the major social platforms being Facebook, Twitter, Pinterest, and Instagram. Instagram and Pinterest will more than likely be your largest source of targeted traffic being these are platforms that communicate with their users on a visual level and often entices the user naturally click and buy (be sure to use good quality images). I promote these pages and my products via paid advertisements or simply manual posts..if your jewelry is attractive then your post will be getting attention pretty soon...engage with users as they comment on your posts google loves this just so you know..it tells google your links are friendly and helps to rank your the link to your website...as for the concept in design from what I've researched a online shopping experience should be of no hassle to the shopper. Your images, prices, description, "add to cart" and "buy now" buttons should be very visible on which ever page you chose to place them this alone will boost your conversion rate..you can check out my site if you wish hope this helps. cheers

    Get the latest designs in Fashion and designer Jewelry!
    UP TO 50% OFF! AND FREE SHIPPING!
    GlamouRuss©- Best Jewelry at Affordable Prices- SALE
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    Get the latest designs in Fashion and designer Jewelry!
    UP TO 50% OFF! AND FREE SHIPPING!
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  • Profile picture of the author DiegoRMS
    You should check out Facebook Ads, it's pretty cost effective.

    You can check really quickly what audience responds the best, etc.
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  • Profile picture of the author gabrielrala
    create your own page with your unique and catchy name, and as much as possible provide the actual picture of the item that you are selling for you to meet the traffic attention and expectations
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  • Profile picture of the author aleangui
    Have you thought about finding all the top jewlery sites on the internet and using a website called SimilarWeb.com and find out where they get their traffic, what their ads look like, and then modeling what they're doing?

    That way you don't have to reinvent the wheel and you can instead model what's working, Using similarweb is about as ethical stealing can look like on the web.

    Just find out what's working for other jewlery sites and find out where they're getting traffic so you can do what they do and get the same traffic from the same places.
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