Guest author Nikolay Piriankov is Founder and CEO of Taylor Hart (Erstwhile RarePink.com) a custom jewellery e-tailer based out of London.
Starting an online jewellery business is not easy and to build a successful e-tailer may take years. We started working on Taylor Hart in 2012 and it took us five years to get to where we are now - having delivered over 2,000 customized engagement rings to over 20 countries since we started. So what are some of the challenges founders will face on this journey? Let's start off by diving into some of the main challenges:
Let’s dive into the first challenge - the website. I would suggest considering working with a specialist who understands your sector. We worked with Transpacific Software to develop our first website and they were professional and affordable.
Here is what I would look for in a website partner
Next, what products are you going to show and how will you present them.
We first tried to use product photography, taking photos of sample rings. The problem is, photographing jewellery is really not easy and requires extensive sample ranges to be produced. Instead, I suggest looking online for “Matrix Designers” that do jewellery rendering. Design your collection with a designer and then have them render these designs in a variety of shapes, metals and sizes.
So now you’re ready, with a website and products to sell… but how do you get your first visitor?
The easy way is Google Adwords - but this is expensive and unsustainable. My suggestion is to find a keyword that people search for, that is not too competitive. We chose, “custom engagement rings”. We then created a lot of high quality content about custom designed rings and Google acknowledged our hard work with a ranking in the top results. To this day, this remains one of our most important sources of traffic. While you wait for the keyword to rank, do a bit of Adwords, but my suggestion is just not to rely on it alone. Rather focus on great content as this will help convert customers and help bring in organic Google traffic.
So now you’ve got a visitor, and even better, they’ve made an enquiry. But you have no trust signals on your site - what do you do?
Be transparent - mention that they are one of your first customers, and as such you, the owner of the company will personally assist them (make them feel special) and guarantee that as one of your first customers, they will receive the most exceptional product and service, at the best price online.
Customers will appreciate your honesty, transparency and some of them will put their trust in you - so make sure you have all your personal accounts up to date on Facebook, LinkedIn, Twitter and Instagram.
So you’ve received your first order! After a brief celebration and sigh of relief, you have to deliver this order. You may be a third generation jeweller of this may be the first piece you’ve ever made, regardless, some simple tips will make a world of difference.
Starting and growing an eCommerce business is not easy, but it can be a great adventure and very rewarding if done well. I wish you all the best of luck