Running a jewelry store successfully is no mean feat. More than 80 percent of startups don’t survive the first five years, so count yourself in the minority. Your business is no doubt a source of pride, and it deserves to be.Sometimes, however, a preoccupation with your perceived store image can work against you. We’ve lost count of the number of advertisements we’ve seen from retailers that contain a big, bright picture of the happy owners at the top, or the name of the business emblazoned in lights, while the useful information—the offer—is farther down the page, almost as an afterthought. Becoming too focused on yourself at the expense of your customers is not a successful recipe for business.Too often, retailers put too much time and effort into making the ad, email, or letter “look pretty” rather than ensuring that the headline, wording, and call to action are tailored