Make your website top priority and give your online presence a boostIt may seem like social media is so powerful that jewelers could save money and headaches by abandoning their websites and focusing solely on Facebook, Twitter, and now Google+. But tempting as this strategy may be, it's akin to letting someone else own your store. While social networking is a great entry point—and often one of the better opportunities for customer retention—it isn't sufficient on its own. Eventually your customers will want to get a better idea of your business and will look to your website. Take time to think about what they'll see.There is a lot to consider when coming up with a plan for your site. You want to make sure what you develop is visually appealing and sets a tone similar to your store's. It should also integrate some of your social media efforts—or at least help your customers find th