What you’ll learn in this episode: Why you won’t see results if you have a “set it and forget it” mentality about your website Why jewelers should give their website as much attention as a brick-and-mortar location How jewelers can use tricks of the trade to encourage customers to purchase items online, even if jewelry is traditionally bought in person  How jewelry brands can take advantage of the new shopping feature on Instagram Why the jewelry business is more like Crate & Barrel than Sephora—and why that distinction is important About Michael Burpoe Michael Burpoe is Director of User Experience for Punchmark, a digital marketing agency that specializes in the jewelry industry. Michael created Punchmark’s UX team, which was assembled to take very specific initiatives toward fine-tuning tools and features, and improving the platform on both the front-end and back-end. Since early 2019, Michael has also headed up the strategy, planning, and execution behind Punchmark's Livestream Education program, the In The Loupe podcast, and the Punchmark Community on Facebook. Originally from Saranac Lake, NY, in Michael’s spare time you can find him practicing Brazilian Jiu Jitsu or painting cityscapes.  Additional Resources: In the Loupe on Spotify In the Loupe on Apple Podcasts Website Blog Facebook Photos: Design Themes: Podcast Logo: Website Samples: After working with jewelry brands of all sizes for the last several years, Michael Burpoe has learned a thing or two about the strategies that make jewelry businesses more successful online. As Director of User Experience for Punchmark, Michael has helped even the most hesitant jewelers invest in their websites and reap the rewards of a fine-tuned digital marketing strategy. He joined the Jewelry Journey Podcast to explain why selling jewelry online is only going to become more common; how to make customers feel comfortable buying luxury items online; and how jewelry companies can use digital marketing tricks to increase sales. Read the episode transcript here.  Sharon: Do you find that the people who are calling your company, prospective clients, do they tend to be in an older demographic, like a baby boomer? Not that they don’t understand what you’re saying, but do they see themselves in you, let’s say? Michael: That’s a great question. It depends. If you had asked me when I started out at Punchmark about five years ago what the average demographic of people coming to us for a website is, a lot of the time, it’s an older demographic. Probably 60, 65 or so, looking for their first website or saying, “Oh I have this really bare-bones website and we need to get a modern website.” The reason why is because they went to some jewelry show and they were told by a speaker, “Hey, you need to have an online presence,” and they’re like, “Alright, I’m here,” but they haven’t really been convinced of the value of it.  Now what I’m seeing is that, again, we’re in a Covid world where the impending-ness and the seriousness of business are paramount. A lot of times the people who are running the website aren’t the owners anymore. They know it’s a full-time job, like I said. You can’t have the business owner being the only one that touches the website. It’s not going to get the love it needs. A lot of times we’re seeing younger people who are involved in the online business, whether that means it’s their store manager or the children of the owner. Sometimes they are specialists who they hired specifically for their website, which I advocate for. We’re seeing a switch in that. I think a lot of people still need to be convinced of the value of a website, but it’s becoming better, I’d say. Sharon: I’m almost afraid to ask, but once you’ve done the website, do your clients understand that’s just the beginning? That there’s SEO, PPC and social media? Do they understand there’s a lot more? Michael: Early on when I first started here, they did not know that. They thought that it was a set it and forg