A website builder for jewelers

Repairs bring people through the door

Ring sizing, chain solder, stone tightening, watch batteries, pearl restringing, rhodium plating. This is this week's work, and it is this week's searching.

A repair page says what you do at your own bench, what you send out, how you quote, and how long a piece stays with you. Add whether you take in pieces bought somewhere else, because half the people reading are asking exactly that.

Estimates are the other half of it. Say whether you quote at the counter, whether you photograph a piece on intake, and what happens if the job grows once it is open.

Custom design is a conversation the page can start

Custom work is bought on trust, so the page walks the steps in order. The first appointment, a sketch or a rendering, choosing the stone, your approval, and the wait while it is made.

Say what a customer brings with them: an heirloom, a rough budget, a photo they saved months ago. Say what you need before you can price anything at all.

The in-app assistant writes those steps from your answers and keeps them in the order you gave.

What you carry is a page, not a store

A site built here has no online store checkout, and this page will not dress one up. What you carry belongs on a collection page: the lines you stock, the metals, the styles, the range you sit in.

Buying happens at your counter, over the phone, or through whatever service you already use to sell at a distance. If you use one, the page links to it and says what it is.

Appraisals need careful words

An appraisal page should say which kind you write, what it is used for, who performs it, and what the customer walks out holding. Replacement value for insurance and resale are not the same thing, and saying so is a service.

The site does not value anybody's jewelry, predict what a piece will fetch, or offer financial advice. It describes your service and how to book it.

Say what an appraisal costs and roughly how long it takes. People ask both, and answering on the page saves a phone call on a Saturday morning.

Credentials you hold, and nothing else

Gemological qualifications, years at the bench, trade memberships, and the brands you are authorized to service all belong on the About page exactly as they stand.

The builder writes none of them for you. A certification, an award or a review that you do not supply simply does not appear on the site.

Things a jewelry store should leave off a website

Your site is read by people you would rather never meet. Leave out the safe, the alarm routine, the delivery day, and the hours when one person is alone in the shop.

Photos can show the cases and the work without mapping the back room. That is a judgement call, and it is yours to make before you upload anything.

Watch work is its own kind of trust

Batteries, straps, crystals, seals, movement service, vintage restoration. Watch customers ask sharper questions than ring customers, and they ask them before they hand anything over.

Say what stays in your shop, what goes to a specialist, whether you pressure-test after a battery, and how long a service takes. If you decline certain brands or complications, say that plainly too.

It is the page that keeps a nervous customer from driving to the next town instead.

What the assistant wants to know first

Expect questions about repairs and turnaround, custom work, appraisals, the lines you carry, and how appointments are taken. If you use a booking tool such as Calendly, Acuity or Square Appointments, the site gets a book-a-time section that loads only when a visitor opens it.

Your answers become the pages. The site is written from a conversation, and nothing goes live until a check that runs before anything publishes says it can.

Pages are validated against Google Search Essentials and modern web standards. A genuinely useful repair page also reads better to the AI answer engines like ChatGPT and Google's AI answers than a gallery with no words in it.

The jewelry stores trade, in Census numbers

• 19,897 Jewelry stores establishments in the United States (NAICS 448310, County Business Patterns 2023) U.S. Census County Business Patterns 2023
• 106,903 people employed in Jewelry stores in the United States (NAICS 448310, County Business Patterns 2023) U.S. Census County Business Patterns 2023

Figures are from the source named beside each one, as published. They describe the area or the trade, not this product.