At first you should add Trust Seals if you haven't already. The next thing to do is get a few Instagram influencers to promote your product. User Generated Content (UGC) is a great trust builder. You should generate UGC from your retargeting campaigns as well. Also if I may ask why are you not running Facebook ads to the store. Also are you running Search network ads or Google Shoppiing ads right now?

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.

If you already have retail sales, consider signing up with services like TrustPilot or Feefo. You should also connect your ecommerce site to Google Customer Reviews (via Merchant Center).

This link shows a how-to guide: https://ecommerce-platforms.com/articles/how-to-become-a-google-trusted-store.

Once you collect (hopefully) positive reviews, you can use AdWords Seller Ratings extensions which will add stars and review text into your ads.

As another person suggested, social proof is another important signal of trust. Having a large and engaged social media following is important. If your customer base is so included, Pinterest can be useful (people sharing images wearing your jewelry).

Use a reviews publishing widget to post the best reviews on your site and your other social medias channels.

My business would not be what it is without Google reviews. You have to start somewhere to get these reviews because unlike other review platform Google reviews are the most trustworthy. Here are my ideas based on what has worked for me:

1. Automate
Have an automation set up that directly emails your customer approximately 7 days post purchase that kindly as them to review your product.

2. Direct
Don't be afraid to reach out to them personally asking for a review. When you send them an email with something specific in it based on your previous conversation with them. "I hope your daughter really enjoys the frame we created for her birthday.....By the way, if you can a chance it would mean a lot if you wrote a review about our product. These reviews help us attract great customers just like you."

3. Website Widget
Download this plugin called "Google Reviews Business" on to your website. It automatically aggregates your Google reviews. Purchase the premium version as it has its option for a dynamic slider section and "write a review section" that you can direct your automation toward.

I hope that helps get you started. If you want more ideas to feel free to set up a free call: https://clarity.fm/settings/expert/vip-link

Wish you only the best!

-Mario Ashley, MBA
www.crossfitnaples.com, owner

Here's a tip about how to build trust, in general.

Teach people how to make your jewelry.

Use other people's homes + have them invite their friends. The traction you'll get from people talking about your product, after meeting you face to face, is worth it's weight in gold.

This is how I bootstrap all my online businesses + anytime I'd like to create a large revenue boost, I go through this process again.

https://Meetup.com is a great place to find existing groups you can network with, to give you an even faster start.