Running an online jewelry and personal care product store involves a lot of customization. It is not a regular online store.
How does a jewelry store differ from other online stores?
Certificates
Whether it is an expensive solitaire or a seashell from the beach nearby, a certificate helps sell better. Acquire/provide certificates for each item that you display on your website.
Transparent Pricing
Mention the price right there on the site. It makes a lot of difference than withholding price and providing it on request. A lot of buyers have a set budget when they shop and are happy seeing the price on the webpage itself. Not many would take the extra effort to mail for price and then decide.
Competitive Pricing
The educated customer looks into several sites before finalizing on a deal. So, offer competitive pricing, to tap into sales. If you cannot afford to price it competitively, build a USP component and market it well. Convince the customer that you are pricing it you way because you offer something that others do not.
Personal care products come with brands and MRP’s. Customers tend to flock at a store that offers products that sell below MRP.
Read more on pricing strategies here.
Ethical Sourcing
Mention where your stones, beads, material are from. In fine jewelry, it is important that you source your materials ethically. Delving into blood diamonds can tarnish your reputation and eat into your client base. Source ethically and tell people that you source ethically.
Personal care products should have a mention of import details if you get them from abroad. Check if all duties and taxes are paid.
Learn more on ethical business practices here.
Product Description
Mention the minute details. If you sell a bead necklace, mention the number of beads, size, cut, color, clarity etc. The seasoned customer will not look twice at your store and its products if your product description is not sufficient. Spend time and write on each product you display.
Photos, photos, photos
If you sell jewelry, it is of utmost importance that you offer photos of the products you sell. Get a professional to click each piece, get models to wear them, mannequins to show the pieces etc. When you click a picture of a model wearing the piece, the customer gets a good idea of the size and look of the piece. Invest time and money in photography.
Learn more about stepping up your online store to attract more clients.
Packaging
Jewelry is generally bought for gifting purposes. So, invest in aesthetic packaging.
Find out more on packaging here.
References
Jewelry is a niche market. And it is a good idea to get reviews, references and testimonials from your existing customers. Publish them prominently on the site to get that stamp of authenticity. People feel safer in a site that has genuine buyer reviews.
Read more about getting testimonials from customers, here.
Shipping
Shipping is very important when you run an online jewelry/personal care appliance store. Invest in a good shipping partner. Research on shipping deals and have a package deal with the freight company. Insuring fine jewelry shipments is a good idea.
If you ship fine jewelry, think of shipment insurance before you sign the deal. Look into the carrier’s past history with fine jewelry shipments.
A lot of customers tend to return jewelry they buy online. So, it makes sense to have a strict returns policy framed. If you accept returns, sign up for returns shipping as well.
If you offer free shipping, try to build that cost onto the price of the product.
Most importantly, automate and claim all shipping refunds that you are eligible for.
Image Source: Futuronwedding.com
