“A friendly, risk-free shopping experience” is one of the taglines on Jewlr.com, the Toronto-based online retailer specializing in personalized jewelry. The 4-year-old company, which was launched in 2009 by software engineer Tony Davis, isn’t just calling out its stellar customer service; Jewlr.com is silly with consumer-friendly qualities. Prices for merchandise on the site are extremely competitive—a direct result of in-house manufacturing that regularly kicks out new styles on 3-D printers. The resulting low overhead means Jewlr.com can comfortably offer consumers a 99-day full-refund return policy, even on engraved items. But Davis claims the profitable company’s “secret sauce” is the website itself, which was designed to be supremely user-friendly while incorporating consumer tools that have never existed before. “It’s very difficult to sell jewelry online—it’s