ColumnistsSep 04, 2024
Creative Connecting: Why ‘Experience Content’ Matters ColumnistsSep 17, 2024
The PR Adviser: The Case for Switching to Shopify
Lilian Raji offers advice to a reader frustrated with the current state of their company’s website.
Lilian Raji is a strategic communications and PR adviser who helps companies understand their marketing problems, then designs and executes strategies to solve them.
Hello again, dear readers!
Following publication of my latest column, which emphasized the importance of having a sleek and functional website, I received the following letter from a reader.
Dear Lilian,
I really appreciated your last column. I downloaded your workbook and saw how much we needed to change on our website. Some of what you mentioned in the workbook helped me answer questions I’ve always had about why visitors weren’t doing what I expected. We need to make so many changes your workbook helped me see, but the problem is my company’s owner or, more specifically, our website designer, who has had a long-standing professional relationship with the owner of the company.
I’ve been telling the owner we need to move to Shopify, but the web designer continues to tell the owner that we need a custom site. I believe a big part of [the designer] saying this is because he doesn’t know how to build a Shopify site.
I’m the company’s marketing director and they are looking to me to lead marketing for the company. But I see now our website is the reason we’re not hitting our sales goals. How do I convince the owner that changes are necessary for us to succeed?
Signed,
Woe is My Website
My Dearest Woe,
First, thank you for your feedback on “The Golden Pillars of Luxury Website Design” workbook I created to support my last column.
Those 98 pages took over 100 hours to complete, made long when parts of it disappeared around the 77-hour mark. I’m convinced I harbor gremlins in my condo!
Gizmo and Gremlins aside, I’m grateful to know you found value in my labor of love. It remains available for anyone who hasn’t yet downloaded it as I work on my next project for you lovely PR Adviser loyalists.
If you recall, I began considering my legacy shortly after my mother passed away last year. I’m too much of a capitalist to dedicate my life to social work like my mother did, but helping emerging and small companies thrive … well, that’s something I can get behind.
I’ve since started volunteering with nonprofit organization the Venture Mentoring Team (VMT), working alongside some of the world’s most accomplished executives to help set entrepreneurs, startups, and small business owners on the road to success.
My work with VMT has taken me beyond my jewelry and watch industry comfort zone to help me understand business challenges don’t discriminate across industries; you’d be surprised at what many of you have in common with a fitness company I recently mentored.
While some in the program have seen me as a sorceress when my recommendations magically make their customer acquisition obstacles disappear, I personally only see the obvious.
Although Nigerian juju does run through my Yoruba veins as the great-granddaughter of an Alaafin of Oyo, I don’t need to call upon my ancestors to see why your web designer is poo-pooing Shopify.
Following publication of my latest column, which emphasized the importance of having a sleek and functional website, I received the following letter from a reader.
Dear Lilian,
I really appreciated your last column. I downloaded your workbook and saw how much we needed to change on our website. Some of what you mentioned in the workbook helped me answer questions I’ve always had about why visitors weren’t doing what I expected. We need to make so many changes your workbook helped me see, but the problem is my company’s owner or, more specifically, our website designer, who has had a long-standing professional relationship with the owner of the company.
I’ve been telling the owner we need to move to Shopify, but the web designer continues to tell the owner that we need a custom site. I believe a big part of [the designer] saying this is because he doesn’t know how to build a Shopify site.
I’m the company’s marketing director and they are looking to me to lead marketing for the company. But I see now our website is the reason we’re not hitting our sales goals. How do I convince the owner that changes are necessary for us to succeed?
Signed,
Woe is My Website
My Dearest Woe,
First, thank you for your feedback on “The Golden Pillars of Luxury Website Design” workbook I created to support my last column.
Those 98 pages took over 100 hours to complete, made long when parts of it disappeared around the 77-hour mark. I’m convinced I harbor gremlins in my condo!
Gizmo and Gremlins aside, I’m grateful to know you found value in my labor of love. It remains available for anyone who hasn’t yet downloaded it as I work on my next project for you lovely PR Adviser loyalists.
If you recall, I began considering my legacy shortly after my mother passed away last year. I’m too much of a capitalist to dedicate my life to social work like my mother did, but helping emerging and small companies thrive … well, that’s something I can get behind.
I’ve since started volunteering with nonprofit organization the Venture Mentoring Team (VMT), working alongside some of the world’s most accomplished executives to help set entrepreneurs, startups, and small business owners on the road to success.
My work with VMT has taken me beyond my jewelry and watch industry comfort zone to help me understand business challenges don’t discriminate across industries; you’d be surprised at what many of you have in common with a fitness company I recently mentored.
While some in the program have seen me as a sorceress when my recommendations magically make their customer acquisition obstacles disappear, I personally only see the obvious.
Although Nigerian juju does run through my Yoruba veins as the great-granddaughter of an Alaafin of Oyo, I don’t need to call upon my ancestors to see why your web designer is poo-pooing Shopify.
“Let’s set the record straight—very few e-commerce sites need to be custom built.”
Your designer makes more money recommending a custom-built site because it ties your company to him now and forevermore.
If you moved to the Shopify platform, anyone could do what he’s doing for a lot less. Shopify sites take significantly less time to build than a custom site and thus, fewer billable hours. Your designer isn’t too keen on giving up that money, honey!
Now, a better businessperson would learn Shopify and focus on service to keep customers loyal.
Alas, laziness can be more attractive than change, particularly when there’s no pressure to change. If your boss refuses to question why you need a custom site, your designer has absolutely no motivation to do what’s in your best interest.
Let’s set the record straight—very few e-commerce sites need to be custom built. By custom built, I mean the designer is personally writing every line of code that creates the website.
One of the reasons is, Google frequently likes to shake things up, demanding your site make changes if you want to remain in Google’s good graces. When this happens, a custom site designer must rewrite existing code to meet the search engine giant’s latest requirements.
Shopify, on the other hand, is designed to adapt to Google’s fickleness.
You begin building your Shopify site with a theme—a customizable site design layout developed by a random designer and available to anyone who wants it.
When the weather changes along with Google’s demands, your theme designer will update their master theme, allowing you to easily make the same update without touching a line of code.
I first started recommending Shopify years ago to small businesses who couldn’t afford an entire team to create stunning sites like the one developed for Cartier.
I just popped over to Cartier.com because, well, do I really need a reason to visit my beloved Cartier?
Today, however, in the interest of research, I decided to review the brand’s website code instead of the collections.
Well, cover me in rose gold, set me with emeralds, onyx, rubellites, and diamonds and call me a Panthère! Wouldn’t you know, Cartier.com is now built on the Shopify platform.
And so is the Tiffany & Co. website. And Todd Reed. And even Rolex, although you can’t buy from Rolex.com.
As we continue our Customer Journey series, I’m going to talk to you about newsletters, and behavior tracking, and affiliate programs.
I’ll throw out names like Klaviyo and Rakuten and Semrush. You’ll learn about SEO and SMS and CRMs, all things to help guide customers into doing exactly what you want on your site.
Shopify makes it easy to integrate these services. So easy, in fact, that your 8-year-old nephew could manage those integrations instead of your designer.
Catch my drift?
Now, before custom site designers start writing code to send me hate email every 15 minutes, may I recommend you learn Shopify? There is still vast opportunity to custom-edit themes to meet your customers’ needs.
Look at the money of it, honey. Keeping your customers on an antiquated model will limit the potential of their e-commerce business and eventually cost you a job anyway.
Learn how to customize Shopify themes now and be a rockstar when, guided by my workbook, you walk them through the golden pillars of ecommerce success.
Now, back to you Woe, my Joe!
I once had a client whose website designer filled their head with nonsensical reasons as to why they needed a custom-built website, despite my insistence that a Shopify site would improve sales.
Month after month, I’d sit in meetings with a pen firmly jabbed into my thigh to keep me from entering yet another losing argument, as the client kept questioning why sales weren’t happening even though my efforts were clearly and successfully driving website traffic.
I stopped working with the client before gangrene could set in, only to now see years later the former client finally has moved to Shopify. I can only shake my head at how much money they lost in sales before making the switch.
“If you want your e-commerce business to be consistently successful, your site must be agile and adapt quickly to new trends in both consumer and search engine behavior. Shopify makes this incredibly easy.”
So, my Wise Woe, print out this column and mail it to your boss anonymously. Or when you’re next dining together, maybe have the chef place his food on top of a laminated copy.
Perhaps for a future office birthday party, have the bakery turn this column into a cake and make sure the slice your boss receives contains the preceding paragraph … anything to help your boss pick up what I’m putting down.
If you want your e-commerce business to be consistently successful, your site must be agile and adapt quickly to new trends in both consumer and search engine behavior. Shopify makes this incredibly easy.
With Cartier, Rolex and Tiffany now using Shopify, there’s no reason you shouldn’t either, particularly since Shopify began as a platform for small businesses.
Alright, my ravishing readers! I’ve got to go lock up my cabinets before midnight, lest my upcoming labor of love goes missing.
In the meantime, don’t forget to download my current labor of love. And send me your most pressing PR questions!
Editors' Picks
Sponsored by
More on Columnists
The Latest
MajorsJan 27, 2025
Le Vian Corp. Chairman Larry LeVian, a Man of Faith and Family, Dies at 73 LeVian is remembered for his leadership in the jewelry industry and for being a selfless and compassionate person.
CrimeJan 27, 2025
New Jersey Jeweler Sentenced to 2 1/2 Years for Evading CustomsMonishkumar Kirankumar Doshi Shah pleaded guilty to evading customs on more than $13.5 million of jewelry imported into the U.S.
SourcingJan 27, 2025
Dev Shetty To Head New Auction House for Rare Colored GemsJemora Gemhouse’s inaugural auction, slated for March, will take place in Dubai and feature polished sapphires.
Brought to you by
3 New Year’s Resolutions for Jewelry Lovers The new year feels like a clean slate, inspiring reflection, hope, and the motivation to become better versions of ourselves.
CollectionsJan 27, 2025
Rachel Quinn Embodies Feelings of Falling in Love in New CollectionQuinn partnered with Gemfields to create “Crazy Love,” which features Zambian emeralds and Mozambican rubies across 10 pieces.
Weekly QuizJan 23, 2025
This Week’s QuizTest your jewelry news knowledge by answering these questions.
MajorsJan 27, 2025
Arch Crown’s 2025 ‘Tag & Label’ Catalog Is Out Now The catalog is 48 pages and features more than 100 styles.
CollectionsJan 24, 2025
Piece of the Week: Ashley Zhang Jewelry’s Lunar New Year NecklaceThe one-of-a-kind necklace was designed in celebration of the Chinese New Year, as 2025 is the Year of the Snake.
Brought to you by
A Diamond Is Forever Celebrates "Forever Present" Holiday CampaignA Diamond is Forever hosted a holiday celebration in honor of their new marketing campaign, ‘Forever Present.’
Recorded WebinarsJan 24, 2025
Watch: Fine Jewelry Market Predictions for 2025 “My Next Question” guests Sherry Smith and Edahn Golan share their 2025 forecasts, from sales and marketing to what retailers should stock.
SourcingJan 24, 2025
Ethical Gem Fair Heads Back to Tucson The gemstone show is slated to take place at the Scottish Rite Cathedral.
Policies & IssuesJan 24, 2025
These Designers and Retailers Are Raising Money for LA Wildfire Relief From raffles to auctions to donations, the industry is working to aid charities in Los Angeles amid the raging wildfires.
CrimeJan 23, 2025
4 Men Arrested After Allegedly Plotting to Kidnap JewelerThe suspects are accused of planning to kidnap a Miami jeweler and rob him of his cryptocurrency.
CrimeJan 23, 2025
Security Guard Killed in Armed Robbery at Namibian Diamond Co. Francis “Gosh” Eiseb, 58, was a senior protection officer for Namib Desert Diamonds, also known as Namdia, in Windhoek, Namibia.
SourcingJan 23, 2025
RapNet, AGTA Partner to Launch Gemstone Trading NetworkThe online diamond and jewelry marketplace has expanded, introducing a new platform dedicated to colored gemstone trading.
Events & AwardsJan 23, 2025
Plumb Club Announces Speaker Lineup for Symposium ‘25The second annual learning forum for retailers is slated for March 13 at City Winery in Pier 57 in New York City.
SourcingJan 23, 2025
Fancy Color Research Foundation Names New CEORoy Safit took over the role on Jan. 1.
Policies & IssuesJan 22, 2025
Jewelers Mutual Steps Up Aid for LA Jewelry BusinessesThe company also is matching donations made to Jewelers of America and the Diamond Council of America’s Jewelers Relief Fund.
Events & AwardsJan 22, 2025
JA Seeking Nominations for Its Next ‘20 Under 40’ ClassNow in its fourth year, the program is expanding to include a list of “20 Under 40” for jewelry suppliers.
SurveysJan 22, 2025
Holiday Sales Hit Record High, Says NRFCore retail sales during the 2024 holiday season surpassed the National Retail Federation’s forecast.
CollectionsJan 22, 2025
Foundrae’s New Collection Channels the Power of NowThe “Reach for Life” collection uses feather and arrow motifs to invite growth and inner curiosity.
TrendsJan 21, 2025
Amanda’s Style File: Decadent Mocha MoussePantone’s 2025 Color of the Year takes the form of jewelry through gemstones and enamel that look just as delicious as mocha mousse.
SourcingJan 21, 2025
Diamonds Do Good Adds 2 Board MembersJulia Hackman Chafé and Monica Elias have joined the organization’s board of directors.
FinancialsJan 17, 2025
Richemont’s Jewelry Sales Rise 14% in Holiday QuarterThe company, which owns Cartier and Van Cleef & Arpels, had a record Q3, with sales topping $6 billion.
CollectionsJan 17, 2025
Piece of the Week: Picchiotti’s Transformable ‘Classic Blue and Green’ NecklaceThe necklace features a sapphire drop weighing more than 9 carats that detaches to transform into a ring.
MajorsJan 17, 2025
Tiffany & Co., CFDA Name First Winner of Jewelry Designer AwardJameel Mohammed, founder of Afrofuturist brand Khiry, will receive a cash prize and a one-year paid fellowship with Tiffany & Co.
IndependentsJan 16, 2025
Lux Bond & Green to Open Sixth LocationThe 127-year-old jeweler is planning to open a new store in Mystic, Connecticut.
WatchesJan 16, 2025
Timex Launches Collection of National Park WatchesThe watches’ dials feature artwork celebrating the vibrant energy and unique landscapes of six of America’s national parks.
