First, the owner needs to have an online presence that offers customers a place to ask questions and do research on products available. Sprinkled throughout the site, the owner should include customer testimonials and if appropriate customer photos with products. Within the site, business owner should start a blog and write about upcoming inventory, trends, sales, and general jewelry ideas. This will create text content that will help generate a higher good Google page ranking.
In addition, the jewelry business owner is to do research on the jewelry s/he is selling. By knowing about their product they can focus on using web 2.0 in relevant digital areas. For example, searching jewelry making on vimeo or youtube and posting videos of how products are created, who wears those products and of customer testimonials would be an excellent start. These videos can be shared with current customers through a contact database and be aggregated on the owner's blog/site. Also, by researching jewelry forums and blogs online, the owner can use their user generated videos and share with the online jewelry community creating additional links to their site from relevant digital space.
Finally, I would recommend that the owner ask for user pictures and replies and regularly share positive feedback on their blog.
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