E S TAT E J E W E L S
ONLINE OPPORTUNITIES
E-commerce expert Kate Karlsen of
jeweler A. Brandt + Son offers tips for
making the most of digital resources.
BY PHYLLIS SCHILLER
What is the best approach for developing
e-commerce for vintage jewelry?
Do your research; don’t launch until the site is
ready. The key is to develop an easy-to-navigate
website, not necessarily high-tech or fancy, but
appealing and clearly laid out for the consumer.
Excellent jewelry photography and informative
product descriptions are crucial. The one consistent
compliment I receive about the current website
that I manage is the quality of our images and
descriptions. And we have found [that] excellent
customer service and speedy and personalized order
shipment are important assets on our website.
Is it difficult to develop online promotions for
jewelry that is one of a kind?
Yes, but not impossible. You need to have someone
with a naturally creative eye who is knowledgeable
when it comes to vintage jewelry [in charge of] your
social media. While enticing images are incredibly
important, you want to showcase what is unique
and appealing to fans of vintage and contemporary
jewelry alike. You need to create an “identity” for
your store so a prospective customer scrolling
through Instagram, Facebook, etc. will distinguish
and recognize your business.
What are the most common mistakes retailers
make in this area?
The most commonmistake I see is bad product
images. They should be clean, well-edited, bright,
in focus, and honest to the piece’s true condition. If
you’re going to step into the world of e-commerce,
do it right. Invest in the proper photography
equipment and either learn how to use an editing
program like Photoshop, or hire someone who
already knows. Don’t assume just anyone
within your business can or should manage
social media and online promotions. You
don’t necessarily need to hire an outside
company, but it needs to be someone
with a creative mind when it comes to
photography and design.
Youmay have amazing jewelry, but don’t
assume people will automatically be able
to see it or find you online. It takes some time to
build a following, and it takes an incredible amount
of advertising, specifically with search engines
like Google. Probably the most important online
tool, search-engine marketing is also likely the
most costly.
What other e-tools have you found helpful?
We have found developing a strong social media
presence that is consistently updated is key.
Consistency is very important when it comes to the
effectiveness of blogs. If you’re unilaterally running
an e-commerce business, regularly developing a
blog post often falls to the wayside. I have found that
a more effective approach is to work with or become
acquainted with the several vintage jewelry bloggers
already out there. There are some really great ones
who just do it because of their true passion for
anything jewelry.
Another great e-tool is third-party websites, which
are basically a collection of retailers selling antique
and vintage jewelry and collectibles. These can
make it easier for dealers and retailers to have their
product online without the commitment of an actual
website. If you already have an e-commerce site,
these websites offer a good way to spread your name
while selling product. But keep inmind, depending
on the third-party site, you are responsible for
membership, selling and listing fees.
WHO IS KATE
KARLSEN?
As the e-commerce manager
for A. Brandt + Son antique
and estate jewelry in
Narberth, Pennsylvania, Kate
Karlsen has played a pivotal
role in the success of the
company’s website, which
she helped launch over 10
years ago. Originally the
sole e-commerce employee,
she now works with a small
team to manage the store’s
lengthy online inventory.
abrandtandson.com
SEPTEMBER
DIAMONDS.NET
Victorian turquoise and gold
fringe earrings.
IMAGES: EMILY FEEHERY; KATE KARLSEN
Edwardian diamond
and emerald earrings;
Victorian diamond
padlock pendant
with key.
