Stellar Jeweler Websites to Envy and Emulate

Five sites to give you ideas, inspiration, and motivation—plus stories of how these retailers became the masters of their domainsAs businesses of all kinds climb aboard the social media bandwagon, it’s easy to forget that having a website that draws traffic and drives sales is just as important as all the new media bells and whistles. Web design has come a long way in recent years, thanks to better software and hardware enabling pages to load faster and pictures to display brighter and in greater resolution. Faster Internet connections have also made video possible.Unlike Web retail behemoths like Amazon, though, most jewelry retailers say e-commerce is a small fraction of their business. “We found our online sales are usually under $500 and most often under $125,” says Dorothy ­Vodicka, vice president of the Gem Collection in Tallahassee, Fla.Still, the benefits of a well-desig

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