What do you think of when you hear the word “competitor”?

For most of us, when the word “competitor” enters the scene, all logic stays behind and we start dwelling on the frustration of the shops that are ahead of us.

But I’m here to tell you today: it doesn’t have to be this way!

Your competitors are valuable to your business for many reasons but regardless of whether you use them or not, you still need to outrun them so you can stay ahead.

How do you go about choosing a photo to promote your product? Is it your favorite photo? An image that shows your product in action? A detail shot that shows off your craftsmanship? Research shows that a product’s photo quality is the biggest driver of its sales, even more than its tags, price, or customer reviews. If there was an empirical way to learn which photo will drive more traffic — and therefore conversions — to your shop, would you use it? (Spoiler: there is.)

Take a

Copywriting! You can’t escape it in creative businesses. What is copywriting? Essentially, it’s communication. Your product descriptions, About page and email blasts all fall under this category.

Good copy tells your customer all the ways they’ll benefit from buying your product without sounding too salesy, it starts a conversation and it helps you stand out from the competition.

Why is copywriting important? It’s the icing on the cake. Let’s be real, not everyone reads your product descriptions, only those customers that are really interested in buying. …

Jewelry is going to some new and exciting places this year, and you do not want to miss some of these new pieces, gem combinations, and hybrids. The latest pieces to walk down the catwalk will surprise you and make you giddy with their big, bold cuts and takes on color.

In your own shop, reach for rough-cut gems, bright colors, and big, crazy combinations to put yourself on the cutting edge of what’s trendy and happening right now. Your own collection of gemstones needs to be …