All terrific replies! I hope you take each and every one of them to heart.

A few things I'd like to reinforce...

You must instill confidence with your site and deliver it with your product and service. If you don't do the former, you'll not have an opportunity to the latter. Jewelry shoppers don't need a reason not to trust you.

Have very clear declarations about the materials, and their quality, you use to create your jewelry. Have a very clear return policy.

Product images are everything. Invest in a decent light box when you are able. Lose the elements. The busts and other props are fine for showcase windows and can make nice splash shots but for the individual product images keep them clean and showcase your product.

Dave

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