Since our team started in the jewelry industry, we've seen many jewelry stores attempt to sell online and fail miserably.
The cost involved with setting up and maintaining an eCommerce website is usually far greater than a retail jeweler realizes. The marketing is completely different than what needs to be done for the physical store, and the smallest mistake can mean a huge difference between slow building success followed by sudden overnight failure.
We've always recommended that local jewelers target their business to the internet users that are only local to the store. Trying to compete on a national basis is very difficult and requires a larger online advertising budget as well as a full time staff.
However, if you do decide to set up that eCommerce site, the first thing you need to do is figure out your domai...