I launched a highly successful fine company and I created early wholesale and direct-to-consumer engagements directly. A fine jewelry site should look in a way that matches your price point. Example: if you sell culture jewelry that is $25K and up then the site should reflect that level of luxury. Have you presented at prestigious shows. Listing your show participation vets your jewelry. You can't participate in any of the fine jewelry shows unless your jewelry is authentic. If the jewelry you sell is specifically designed for your company, you may want to do shows to get your line in a few known independent fine jewelry stores on both coasts. Also consider speaking with a few sales reps at high-end shows who can explain your line to store managers ( who usually have 30 years in the business). So to review, upscale site design, present at prestigious shows, lists those shows on your site, make exclusive designs available to known independent fine jewelers. Also, reach out to stylists (especially if you have a showroom in New York or LA) and they will get your jewelry on the red carpet. If you need someone to help structure your market strategy, schedule a call. The ads are a waste of your money because your company is too early.