Image via CrunchBase

If you read our recent article titled, “Social Shopping Websites,” then you are aware of the benefits of social shopping.  Imagine you are a shopper looking for the perfect pair of diamond jewelry earrings to add to your fine jewelry collection.  You could drop the key phrase: “diamond jewelry earrings” into Google and start sifting through the thousands of sites that pop up in their search results, spend hours on random websites researching and comparing quality, pricing, and customer service reputation, or you could head to a social shopping site like Kaboodle and save a lot of time by reading the reviews from your fellow social shoppers.  Social shopping is a new way for consumers to gather information and rate products that they want to purchase, or have purchased.  It takes the guesswork out of Internet shopping, and because it is easier that using search engines and can provide more accurate results, it is no doubt the future of e-commerce.  Today we will explain ways that you can harness social shopping sites to help promote your jewelry website.

Jewelry websites have an advantage over other products in terms of marketing through social shopping sites; these sites are generally related to the fashion industry.  The most popular social shopping sites which focus on the fashion industry include: Polyvore, Kaboodle, and ThisNext.  There are two major benefits for you as a jewelry storeowner to utilize these three sites and others like them.  First, you can gain insight into the wants and desires of your potential clients, and second you can market your products to those most likely to buy them.

First, create your own social shopping profiles to research your clients. On these sites, users create personal profiles that afford various ways to engage in social shopping with their friends.  They can create wish lists which itemize all the clothing and accessories they long to have; they can create style profiles which detail some of their favorite items and how to coordinate them; they can highlight specific products or trends that they find interesting and want to share. By examining the choices users make with these various social shopping site features, you can get a good read on the types of jewelry your clients want.

Second, create your own profiles so you can showcase your work to a targeted group of people.  Through your various social shopping profiles you can market your own jewelry website.  The friends that you gather will have access to the items you add to your wish lists, style profiles, and product alerts.  For example, you could create an entire look complete with jewelry from your own website.  This shows your potential clients ways they can coordinate your jewelry with various outfits.  Those who want the new Juicy Couture jump suit can see how great it looks paired with your gold hoop earrings.  You can also create pairings of your products and show potential clients which earrings match which bracelets, and so forth.  Be creative with your combinations and show the social shoppers out there all the benefits of owning your jewelry.

Encourage your friends and clients to showcase your products in their profiles.  This is another great way that the people close to you can help your jewelry website succeed.  You do not have to be the only social shopper promoting your jewelry; your friends can do it too.  Encourage them to use your products when possible in the various wish lists, style profiles, and product promotions that they create.  The more buzz about your jewelry, the better!  Need more tips on marketing your site?  Contact Websites for Jewelers today!

Related articles

• 7 Social Shopping Sites that worth your time (seoservicesgroup.com)
• Why Facebook Could Dominate the Next Generation of Ecommerce (jagdidit.com)
• Nordstrom Buys Social Shopping Site HauteLook (webguild.org)
• Kaboodle’s Chief Marketing Officer Talks Social Shopping [Interview] (socialtimes.com)

If you read our recent article titled, “Mobile Website Creation Services: A Must for 2011,” then you understand why it is not only important, but necessary, to have a mobile browser version of your website in addition to your regular website. But what does a well designed mobile browser website look like for a jewelry company?

Almost all of the big name websites have created mobile versions of their sites over the last couple of years, making surfing their sites easier from a mobile device.  While the key to a well designed mobile website is simplicity, a lot of these businesses do not have the same needs as a jewelry retailer or manufacturer.  While other web design companies can design great mobile sites for Wal-Mart, Fox, or Facebook, they likely do not know enough about the jewelry business to adequately design a mobile site for someone selling luxury diamond jewelry or wedding rings.

The biggest concern that jewelry retailers have with selling online is that consumers cannot touch or try on their products (see this article on buying jewelry online: “The Future of Jewelry Shopping: Buying Diamond Jewelry Online).  While excellent high-resolution images and 3D tools have helped to alleviate this problem, the fact is that many Jewelers shy away from a mobile site because they are concerned that when their products are viewed on a smaller mobile screen like those on an iPhone or iPad, the quality of their images will suffer, and so will the presentation of their jewelry.  This can be the case if jewelers choose the wrong company to design their mobile site, but at Websites for Jewelers we understand the needs of the jewelry industry and have succeeded in designing some of the best mobile websites for the jewelry business.

Let’s take a look at two mobile websites that we have created: JB Star and Cora International (please note that the Cora mobile site is still in production).

First, take a look at the JB Star website as seen on an iPhone. Look at how simple the mobile site is to navigate. The home page features a different and unique piece of jewelry each and every time you visit the page. After you click the “Enter” button, you see the listing of jewelry categories. As most people visit the site to view JB Star’s jewelry, we wanted to make sure that visitors could quickly navigate to see these beautiful designs.

The most important pages are located at the top of the mobile screen with the product categories listed below.  Each link is large enough to access without having to enlarge the screen, and they are formatted to fit the mobile device they being viewed on.

The Jewelry Navigation Page as Seen on on iPhone.

The Main Navigation Window as Seen on an iPhone.

Next, compare the mobile web version of the display of this rare collectible ring with the standard website.  On the mobile web, a detailed image appears in the center of the screen with the ability to select other similar items below.  This differs from the original website which not only gives a detailed description of the ring, but also offers the viewer other options including the ability to print the page or send an email.  This information, while great for a standard website, would take up too much space for the screen on a mobile device.  JB Star had the best mobile website for the display of their luxury jewelry as the high resolution images take center stage, and non-pertinent information is hidden.

Page From Desktop Version of JB Star Website.

View of Same Page Above Redeisgned for the Mobile Website.

For another example of a well designed website for jewelry companies, take a look at the site we designed for Cora International (To view this demo site, on your mobile device, go to http://www.corainternational.com/mobile/) .  Their navigation page is simple to use and easy to read, but also displays more style than the average mobile website, even including images for the product categories.  Also, the concern jewelers have over a loss of image resolution is put to rest with the incredible quality of the photos that are shown, as seen here in this screen shot of a luxury diamond ring.

Ready to have the best mobile website designed for your online jewelry store?  Contact Websites for Jewelers today for more information.

Related articles

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One of the most recent trends in retail technology will leave you in the online jewelry sales dust if you don’t jump on board quickly.  Your website may be easy to use via a PC or laptop computer, but can your clients navigate your pages via a mobile device? As we reported in a recent article titled, “Making your Jewelry Website m-commerce Friendly,” since 2008, more people are actually accessing the web through mobile devices like the iPhone, iPad, and Android, than those that use actual computers!  If you have not acted already, mobile web creation services are something that you should engage this year.

Image via Wikipedia

What is a Mobile Web Browser Site?

As defined in Wikipedia, the mobile web, or a mobile web browser site is when people access the Internet via mobile devices, such as a Smartphone or tablet PC. Popular versions of these devices include iPhones, Droids, Blackberrys and iPads. Standard websites are designed to be viewed on larger screens and used with a keyboard and mouse, so when someone accesses the internet through a mobile device, often times these sites will appear very small and will be difficult to navigate.  A true mobile browser website is 100% viewable without having to enlarge the image by pinching and expanding the screen.

Considerations for a Mobile Web Browser Site:

If your website is your store, then your mobile website is your kiosk.  You can still focus on providing a wide range of products and information through your traditional website, but your mobile site, or kiosk, is a way for clients to grab a quick look and buy the most needed items.  Don’t think of a mobile site as an alternative to a traditional site, but as a supplement to what is already available online and a method communicating to and attracting more users.

Nielsen Net Ratings reported that in 2007, the average Internet session lasted for 56 minutes, while mobile web users typically spend less than five minute on a site.  This means that while someone sitting at a PC is pouring over the information provided, the mobile web user is just browsing.  Later, they may access your standard site for more information, based on the bits and pieces that they gathered from your mobile site. An effective mobile site will prioritize content, offering the most important information in an easy to navigate way.

The information you provide via your mobile site is crucial and so is the design.  The most important factor to consider when designing a mobile site is to keep it simple.  Your customers need to view your site on a very small screen, so less is more, but you can simplify your graphics and still have style.

Mobile Web Browser Creation Services:

All of the major websites have created mobile versions, including: Google, Facebook, WalMart, Fox, Best Buy, MSN, Flickr, and The Food Network.  Jewelry companies are also on board.  One of our favorite mobile browser websites in the Industry is the one we created for JB Star.  When you visit their site on a mobile device such as an iPhone or Droid, you are automatically presented with an alternative version of the JBStar.com website.  This version was designed to be 100% viewable on mobile devices and allows for easy navigation while also providing beautiful portrayals of the JB Star jewelry (something that is difficult to do on mobile devices).  If you compare JB Star’s mobile site with others, you will see that while we have kept the design easy to navigate and quick to load on a mobile device, it still maintains the beautiful graphics of JBStar.com, while others can look quite plain.

Contact Websites for Jewelers for a quote on our mobile browser website creation services and keep your jewelry website competitive in today’s market.

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Has your website support team been hounding you to get active on the social networking sites like Facebook and Twitter?  ‘Social Media Marketing’ is a huge buzz phrase in the world of Internet marketing, and it is not going away any time soon.  While you have certainly heard the phrase, you may be unclear about what Social Media actually is and how it can help you promote your jewelry website? First, a social networking site, as defined by Wikipedia is: “an online service, platform, or site that focuses on building and reflecting of social networks or social relations among people, e.g., who share interests and/or activities.”  Social media marketing is when businesses use these social networking sites to increase their bottom line, and this can be a very effective way for jewelry websites to market themselves.

First lets start with a few statistics on this thing we call Social Networking sourced through Web Strategist:

-       75% of all the people on the Internet use social networking sites, which have increased 24% over the last year.

-       This past July Facebook reached 500 million users

-       People Tweet 600 times per second, reaching about 50 million Tweets per day

-       Facebook was the most visited site in 2010, surpassing Google.

-       A report from Airwide Solutions predicts that Social Networking will be a more popular method of communication than phone calls or text messages by 2015.

-       Social networking sites account for half of all the mobile Internet usage.

-       75% of business owners plan to make social networking a big part of their marketing strategy in 2011.

Image via Wikipedia

When marketing your jewelry website, you want to reach as many people as possible in the shortest length of time.  As you can see by these stats, social networking websites have become the fastest way to reach the most internet users, making this an excellent avenue for Internet marketing.  Not only are Facebook, MySpace and other social networking sites excellent places to reach potential customers, theses sites are also excellent places to find paying customers.  Research has shown that hits to web sites via Facebook are actually more likely to turn into a sale.  Experts predict this is due largely to the fact that Facebook users are more engaged and the information they find while on a social networking site is more relevant to their wants and needs.  Because social networking sites have become experts at customizing information for each user, a client arriving to your jewelry website via a social networking site typically has more interest than one that may arrive via a search engine.

If you have not considered developing a Facebook page, participating in social bookmarking through Del.icio.us, engaging in the professional community of LinkedIn, or creating your own business reference page at Wikipedia, then make these goals for 2011.  If you have serious doubts about your technical skills or time in terms of social media marketing, contact Websites for Jewelers to handle the load for you.  We offer several levels of Internet marketing services and can customize a plan for your business’s unique needs.

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• E-Mail Usage Plummets as Teens Turn to Mobile, Social Networking (clickz.com)

Do you have effective product descriptions on your jewelry website? Jewelry companies often overlook the importance of product descriptions and focus entirely on the product images.  Unfortunately, writing copy takes time, and so many jewelry websites skip this step and settle for images with very basic product information.  Some only include the product title and price! Not only are these retailers missing out on a great opportunity to close a sale, but they are also damaging their search engine rankings.

There are two big reasons that written product descriptions are important to your jewelry website:

1.    They afford an opportunity to communicate the value of your product

2.    When incorporated with SEO they will increase your rankings in the Search Engines

High quality images are certainly crucial when it comes to selling jewelry online, but it doesn’t just stop there.  A customer may become enamored by your images, but they will then look to your product description for further information.  Here you tell them not only the basic facts such as size, materials, and perhaps cost; but also why they NEED this product, what benefits this product offers, and how buying it will improve their lives.  Without your written words detailing all the great things that come with buying your jewelry, you are leaving it up to your customer to decide all on their own, and truly missing a valuable marketing opportunity.

Believe it or not, but copy is one of the most important things in search engine optimization.  Headlines, or product titles, are important in terms of search engine rankings, and should also be carefully considered, but you need more than just bold titles.  Your copy is the most valuable asset your website offers in terms of getting the Google spider attention.  In your product descriptions you not only have the opportunity to sell, sell, and sell some more, but you can also strategically place keywords and phrases that will help your customers find you when searching for the perfect “diamond engagement ring,” or stunning “platinum diamond earrings.”  With keywords inserted in the right places, you are increasing the chance that shoppers will find your jewelry website.

Perhaps you are convinced that well written product descriptions are essential for your jewelry website, but who has the time to write all this copy and run a business? Professional writers are experienced in creating messages that get to the core of your client’s buying motivations.  At Websites for jewelers we offer copywriting services to our clients through our team of experienced writers that can not only grab the attention of your customers and effectively close the sale, but also take search engine optimization into consideration, giving you copy that is effective on multiple levels.

For those of you that want to attempt to write the copy on your own, stay tuned for the next article that gives tips on optimizing product descriptions.

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Have you heard of the mobile web? If you have a jewelry website, you should know about this hot trend in e-commerce appropriately titled, m-commerce!  Perhaps you know all about the mobile web, but didn’t even realize it.  As defined in Wikipedia, the mobile web is used when people access the Internet via mobile devices, such as a Smartphone or tablet PC.  Since 2007, mobile web services have been expanding, thanks in part to the increased number of Smartphones and decreased cost of mobile web service.  In 2008 mobile web access actually surpassed computer based internet access, and today, most everyone has Internet access via his or her mobile phones.

Recently, National Jeweler released an article titled, “Study: More Consumers Checking email by Phone,” where they discuss the increased use of the mobile web.  According to their report, a new study from comScore (an internet marketing research company that tracks all internet data on its surveyed computers in order to study online behavior), while web-based email is declining (6 percent down in 2010), the number of people checking their email via a Smartphone or tablet PC has skyrocketed by 36%.

ComScore Senior VP Mark Donovan reported, “From PCs to mobile devices, whether its email, social media, IM or texting, consumers have many ways to communicate and can do so at any time and in any place. The decline in Web-based email is a byproduct of these shifting dynamics and the increasing availability of on-demand communication options.”

Why does Websites for Jewelers care about the mobile web?  In addition to more and more users accessing their email with mobile devices, studies also show that more and more consumers also are shopping via this way.  Many big name jewelry websites have created mobile web sites that function better than a standard website would on a Smartphone or iPad.  In addition, big retailers are also releasing apps that help shoppers easily browse through their products while using Apple’s iPhone or iPad.

Last year eBay anticipated $1.5 billion in mobile sales, according to a report by the ecommerce information site, InternetRetailer.  In fact, eBay launched three new apps in order to facilitate their expected sales and to coordinate with the release of Apple’s iPad last spring.

You don’t need to be as big as eBay to take advantage of the hot m-commerce trend.  If you have a jewelry website, an app or mobile platform may be your next step, but there are a couple things that can be done to your existing site in order to maximize your mobile web sales right away.  First, make sure that your pages are simple and clean, and don’t require too much data transmission, this way your pages will load quickly on your client’s mobile device.  Second, make payment options simple and secure, so that clients don’t have to fiddle with too many screens to make a purchase.  Lastly, while your pages should be clean and simple, offer innovative features that mobile device users will find appealing.

Follow these simple steps and your jewelry website will be m-commerce friendly.

Related articles

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Sure, brick and mortar jewelry stores will certainly be around for years to come, but studies show that more and more shoppers are browsing not among your glass cases, but on the World Wide Web instead.

According to a study released by Spending Pulse, a report from MasterCard, this past holiday season saw online shopping increase by a whopping fifteen percent!  This was in fact, the busiest online shopping season EVER, seeing shoppers spend roughly $36 billion between October 31^st and December 24^th.

Let’s face it, electronic commerce has EXPLODED!  And why not?  What is better than shopping from the comfort of your own home?

Even those who are not interested in selling jewelry online and prefer the face-to-face interaction with their clients must take advantage of electronic commerce as a marketing tool.  Many high-end jewelers are using the web to showcase their product and increase awareness of their brand.

Take for example, the websites of luxury jewelers JB Star and William Goldberg.  While you cannot purchase their pieces directly online, they are reaching more potential clients by placing stunning images of their jewelry on their websites for the world to view.  These images, along with their blogging practices and SEO techniques, have drastically increased the awareness of their brand.

Luxury jewelry retailer Bulgari has also seen the advantages of increasing their web presence.  They have recently teamed up with software developers to create 3D interactive applications for Apple products iPhone and iPad, which allows their customers to fully explore how it would be to own and wear one of their Magsonic watches, through high resolution images and consumer interaction.

Today’s consumers are tech savvy and they will even check out a jeweler’s website BEFORE stopping by to browse in person.  It is most likely that those of you with the most online visitors will also see the most in person visitors as well.

If you want to catch the fast speeding train of ecommerce and are considering increasing your web presence or selling jewelry online, here are some of the benefits you can expect:

-       Your Store is Always Open:

This past Christmas Eve, after all the stores closed, retailers saw an incredible increase of 42% of online shoppers.  When you have an online store, or even market your products online, your clients can shop all hours of the day, every day of the year.  While you are vacationing with your family or snoozing away, thousands can be browsing your products.

-       Extremely Low Overhead

If you decide to try exclusively selling jewelry online, you won’t have the need for a store, or many employees.  Unlike a web business, in order to run a brick and mortar jewelry store you must pay sales people, maintenance people, and high rental fees.  Neither of these is necessary when your jewelry case becomes a computer monitor, and you can save loads of money.

-       Less Hassle

Brick and mortar stores don’t just cost more money than an online store, but they take more looking after as well.  Landlords, property taxes, leaky roofs, and interior design issues all disappear with an online store.

-       Freedom

When selling jewelry online, you can check in on your store from anywhere you find WiFi, and you never have to worry about who will open and close the doors each night.

-       Inexpensive Marketing

A television commercial, magazine ad, or mailer can never give you the broad reach of the internet, and at a much lower cost!  A website afford you all the ad space you need to truly market your products.

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If you have a jewelry website created primarily in Flash, your website is not viewable on iPads, iPhones and most mobile devices. Flash content cannot be seen on the latest generations of most mobile devices. This means that all jewelry websites that were either created 100% in Flash, or have some elements created in Flash (e.g. a home page slideshow, an animation or movie on the home page, landing page content, etc.) need to make some changes.

For jewelry companies that have spent a small fortune on a 100% Flash built website, there may only be one realistic solution right now. This involves building a non-Flash website and either replacing the current site with this non-Flash website or simply have your developer add a script to the site to detect iPhones, iPads and other mobile browsers and have visitors redirected to the non-Flash site when using any of these non-Flash compliant devices. This means that visitors with Flash compliant computers or devices will see your Flash site and everyone else using iPads, iPhones and other non-Flash compliant devices will see the non-Flash site.

For jewelry companies that have Flash slideshows and/or Flash banners, the solution is much simpler. They can have these converted into JavaScript and the content will show on all devices. The animated effects may not be exactly the same, but this will allow you to show some kind of cool animated effects.

For any other use of Flash in a website, it can probably be replaced with different technologies. For example, a Flash navigation can be replaced with JavaScript navigation. A Flash video can be converted to MP4 format.

This may be a temporary issue as there are “rumors” that Apple will allow Flash content to appear in one of their upcoming OS releases. Then there are reports that Apple is just waiting for wider use of HTML5 which will allow Flash content to appear on iPads and iPhones without the need for the Flash plugin.

If you’re a Droid user, fortunately, Flash content does appear on your cell phone. If you’re an iPad user, this is unfortunately one of the downsides of this great device.


Take these 7 steps to insure that your website makes money for you this year.

1.) Find Out How Many People are Visiting Your Site.
Years ago, people placed “hit counters” in their websites to see how many people were visiting their websites. These days, there are two methods being used to find this information. The number one method is to use Google Analytics. By placing a snippet of code into all pages of your website and accessing your Google account, you can find out not only how many people are visiting your website, you can find out important pieces of information such as which pages people are visiting, which items they are viewing, how they found your site (e.g. Google or another site) and more. The second method is to use the “Visitor Statistics” function that most web hosting companies provide.

2.) Add A Blog To Your Website.
Not too long ago, blogs were not taken very seriously. Most businesspeople considered a blog something that was used by young people and really had no affect on a company’s bottom line. Whether you believe in the benefits of blogging or not, blogs definitely have a positive effect on websites. They spread the word about your website and company. Websites such as Google and Technorati index blogs in the same way that search engines index content. The more you blog, the more content you are giving to other websites to help your website get found.

3.) Create A Facebook Page.
Facebook is, for the moment, a website that no less than one out of two people visit every single day. So the chances of someone discovering your company through Facebook are far greater than discovering your site through any other websites other than search engines. And to answer the million dollar question, yes, having a Facebook page for a wholesale jewelry business does make sense. Read my next set of blogs about this.

4.) Replace Missing Jewelry Images In Your Site.
If you have database pages that are supposed to show your jewelry and are missing images, it is imperative that you update these pages immediately. Showing broken/missing images does not make your website and company look good.

5.) Make Sure All Pages Have Unique Titles and Meta descriptions?
Having a unique page title and Meta description is essential to getting your site properly listed in Google, Yahoo and Bing (aka. the top 3 search engines). To check this, go to at least a handful of pages in your site. In Internet Explorer, go to the top of Internet Explorer and look for the link that reads “Page” and then “View Source”. When you click “View Source”, you will see the text that makes up your page. At the very top of the page you should see two things:
<title> Page Title Goes here</title>
<meta content=”The description of what is on this page goes here. “>

The information that appears with both of these should be unique. If you see the same text in the “title” tag of most pages, you will need to have this text updated. If you do not see unique text added to the “meta description” tag, once again, you will need to have unique text added to each page.

6.) Give Your Site a Makeover.
Websites, like fashions, become dated very quickly. If you have not given your website a facelift for 2 years, you are due. If the site was designed properly, a designer can update the look of your site fairly easily and fairly inexpensively.

7.) Let A Professional Assess Your Current Site and Discuss Your Needs.
If you are like most in the Jewelry Industry, you have a good sense of what you want in your website and what you want to do with it. But how much of this was based upon your “gut instincts” and not really based upon professional advice? You can have the greatest looking website in the world but is your website directly helping your company increase its bottom line? Is your website being used for the right purposes? After you paid one design firm to build your site, besides listening to other people’s opinions, have you ever had another professional web design firm assess your website and discuss whether your company’s needs are being well served by your website? Contact us, let us know what your company does and what you want out of your website and let us tell you whether your website is doing all that it can for you. Chances are that we will give you some great advice that your original designer may not have given you.

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Doctors tell us to go in for a checkup once every year. Auto mechanics tell us that you should get your car checked and serviced once a year. This “Web Doctor” is recommending that you give your website a checkup once per year.

Why is it important to have a web design professional inspect your site?

1. The major browsers (i.e. Internet Explorer, Firefox, Safari, Google Chrome and Opera) are updated at least once per year. With each update, your website may not appear and/or function like it did when it was first built.
2. The pages in your site may not have the necessary information to get them listed in the search engines. This includes unique page titles, Meta Descriptions, and Meta keywords.
3. When your site was built, you probably did not have the site tested by anyone outside of the company that built it and possibly your own company. There may be issues in your website that you may not even be aware of that are keeping potential customers away.
4. What was acceptable just a year or two ago may no longer be acceptable. With many people accessing websites via their mobile phones, web design firms for the most part did not take “mobile browsers” into consideration when they were building websites 2+ years ago. Did you know that websites built in Flash cannot be viewed by most cell phones including iPhones and Droids? Did you further know that the iPad cannot display websites built entirely in Flash? We can evaluate whether any such issues exist in your website.

Finally, it’s always a good idea to have a reputable design firm evaluate the work of another design firm. They may identify issues that the original design firm overlooked.

Websites for Jewelers offers a comprehensive website checkup for only $200. We will inspect all aspects of your website and provide a comprehensive review of your site and list of recommendations and suggestions. If you are interested in this service, please fill out our contact us form.