How Websites Can Take a Page From Print

Imagine a website with bite-size stories on the latest style trends from the street, a top model’s favorite things, and a roundup of emerging jewelry designers. Sounds like the latest editorial from a glossy consumer magazine, right? Right—but not quite. It’s all content from, a new ­e-commerce site that sells jewelry by contemporary designers such as Monique Péan, ­Solange Azagury-Partridge, and Deborah Pagani, plus vintage pieces.Founded by Sotheby’s New York alum Dalia Oberlander, the site focuses on delivering fashion-conscious content, underscoring an emerging retail philosophy that insists the way to maximize a store’s Web presence is by doing more than simply listing brands and product specs. By borrowing from the world of magazines—whose editors obsess over maintaining readers and getting repeat visits to their publications—jewelry retailers are

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