10 Cornerstones of Your
Online Jewelry Business

© by Marianna Paransky; all rights reserved

Magic Numbers good fortune pendant by Marianna Paransky

Hi everybody!

First of all I would like to thank Rena for incredible work she is doing here at her website.

Today I would like to share with you my thoughts about 10 cornerstones of every online jewelry business.

1. Be proud of what you do.



2. Do not consider your jewelry business "a pure business and nothing more", but rather a bridge linking you with other people.



3. Be quick replying to e-mails. It doesn't matter whether your respondent looks like "a potential buyer" or just as "a passer-by". You never know what his/her final decision will be.







Aquarium pendant by Marianna Paransky


4. Be ready to answer different kinds of questions: about materials you use, your studio, your jewelry making process, your shipping methods, the philosophy that stands behind your creations (if any).

   For example, if you make Zodiac pendants, you should probably know by heart the Zodiac-month-gemstone correspondence chart.




5. Be the Master, but not the Mentor. Answer your customers' questions, but do not teach them. Ask their opinion, and listen to them. You can learn a lot from your customers.



6. Believe in what you say and what you do. Don't try to trick people into buying things which won't suit them.

   On my website I provide a lot of information about gemstones. It is there not for "advertisement purposes" or to fill up empty space. It is there because I believe it can be helpful and useful for the visitors.




7. Be patient. Do not overreact to what other people are saying.

   One sensitive issue is your jewelry pricing. Some people will not hesitate to tell you "It is too expensive". But they don't know the price of materials used, nor how much time, effort and your soul you put into the jewelry piece.

   Don't try to make them understand your pricing formula. Both of you have the right to your own opinion.









Tree of Life pendant by Marianna Paransky


8. Do you like receive the gifts? So do others. Send your customers small appreciation gifts with the piece they purchased.

   I used to send magnets with pictures, cell phone or key chain charms (carved gemstone animals), with explanations of the gemstone meaning.




9. Keep your promises. You are responsible for your product from the moment you get the payment until your customer receives it.

   Once I had a customer from Puerto Rico. When I shipped the pendant for him, I was told that it takes up to 10 days for the package to reach most of US destinations. In 10 days the parcel didn't arrive. Then I found out that PR being an exception, the delivery time is not 10 but 13 days.

   Since then I always double check the estimated delivery time before giving this information to my customers.




10. Keep your cool. I still have a lot of work to do here :) . Especially if a third party (shipper, customs etc.) is involved and you don't have control over it.