FinancialsMar 20, 2026
Macy’s Turnaround Plans Shows Promise, Boosted by Bloomingdale’sPlus, why Saks Global’s bankruptcy may have given Bloomingdale’s an edge.
TechnologyNov 04, 2013
The do’s and don’ts of launching a new web site
Sean Dunn, vice president of Florida jeweler J.R. Dunn, shares the ups, and the downs, of his company’s transition to a new website with a different domain name.
Lighthouse Point, Fla.--Florida retailer J.R. Dunn recently re-launched its website, giving it a major overhaul with a cleaner feel, bigger product images and easier-to-read information, as well the ability to compare products.
The new website went live the second week of October, but during the process of transitioning to a new domain, from Store.JRDunn.com to the new JRDunn.com, the store’s management experienced a number of unexpected hiccups along the way.
Sean Dunn, vice president of J.R. Dunn, walked National Jeweler through a few of the issues that arose along the way, and what retailers can do to avoid them when they’re creating and launching a website with a different domain.
1. Do block search engines from accessing the new site until it’s ready. Add a “robots.txt” file to the development website so Google and other search engines don’t crawl it while the old one is still live and in use. “Google doesn’t like to run duplicated content for one company, so neither of your sites will rank very well if you don’t put the block on your development site,” Dunn said. A robots.txt file restricts access to your site by search engine robots until the new site is ready to go.
2. Do use Google Webmaster Tools. It will provide you with reports about your page’s visibility on Google and let you know where you have errors, bad links, etc., to help point out anything working incorrectly on the new site, saving retailers from possible future headaches.
“This is where we found out that we had a major error,” Dunn said. “There’s a common block that you can put in to block the IP addresses that produce spam that can show up on a website. We put a block on them, not realizing that Google was crawling from a similar area, so we accidentally blocked it from accessing our site as well.” Instead of trying to block spammers and risking limiting access further, they added a CAPTCHA program (an acronym for “Completely Automated Public Turing Test to Tell Computers and Humans Apart “) to the site.
3. Do use a ‘301 Redirect’ to permanently redirect all web pages to the new site. Once the new site is ready, the redirect will tell search engines and users alike that it has permanently moved locations to the new domain. Dunn adds that it shouldn’t be done through a
single redirect directing all traffic from the old site to the new home page, but by pages. “You’ll lose rankings in Google if you do it all at once,” Dunn said. It’s more work, but will provide a more consistent experience for users.
4. Don’t try to do it all by yourself. It’s best to hire professionals that can help you make the migration to the new platform. J.R. Dunn worked with a marketing firm that was familiar with the aspects of moving a site, and Dunn noted that it’s up to the jeweler to share with that company all the properties the company owns on the web, including all domains, blogs, etc., so that everything that should be carried over makes the migration or is redirected.
5. Don’t think it’s all finished as soon as the new site goes live. Though it might be obvious, this is a big one. “You have to be vigilant even after the launch, and you have to be prepared to be fixing a lot of things afterward. There’s so much you can’t anticipate,” he said.
Dunn added that there’s generally a “dip” in a website’s rankings on search engines for a few weeks after a site transitions to a new domain, but the more attention that is paid during the development process, the shorter it will be and the quicker Google listings will return to normal.
Due to the issues that came up during the process, J.R. Dunn’s “dip” has lasted a little longer than normal. Dunn notes that the company has increased its social media activity in the meantime to counteract it, focusing efforts on Facebook, Pinterest and Google+.
More on Technology
The Latest
AuctionsMar 20, 2026
Sotheby's, De Beers Unveil ‘Jwaneng 28.88’ DiamondThe flawless, Type IIa stone is estimated to achieve up to $2.8 million at the auction house’s high jewelry sale in April.
TrendsMar 20, 2026
‘Frankenstein’ Costume Designer Is Bejeweled In Brooches for Oscars WinCostume designer Kate Hawley wore three archival Tiffany & Co. brooches, our Pieces of the Week, while accepting her first Oscar.
Brought to you by
Protect Your Customers and Your BusinessYou deserve to know what you are selling–to protect your customers as well as your business and your reputation.
FinancialsMar 19, 2026
Signet Jewelers to Close 100 Stores, Shutter James Allen BannerThe jewelry retailer announced changes to its store network and brand portfolio during its fourth-quarter earnings call.
Weekly QuizMar 19, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SurveysMar 19, 2026
NRF Forecasts 4% Retail Sales Growth in 2026From a weaker labor market to inflation, NRF Chief Economist Mark Mathews gave insight on what retailers can expect this year.
AuctionsMar 19, 2026
26-Carat Diamond Tops $1M at AuctionThe historic stone, which sold at Elmwood’s in London, is the largest white diamond to be offered on the U.K. market in more than a decade.
Brought to you by
Is This You? Every Jeweler Has This Problem; We Have the Solution.Every jeweler faces the same challenge: helping customers protect what they love. Here’s the solution designed for today’s jewelry business.
Events & AwardsMar 19, 2026
JCK Rocks To Ride With NellyThree-time Grammy award-winning artist Nelly is set to perform at the annual event at Tao Beach in Las Vegas on May 31.
AuctionsMar 18, 2026
Collection of the ‘Severely Beautiful’ Lady Wardington Fetches $161KThe model and fashion editor’s gold evening bags were the top lots at the London sale, going for more than $25,000 each.
PodcastsMar 18, 2026
Episode 3: An Interview With Jewelry Designer Johnny NelsonFresh off winning the David Yurman Gem Awards Grant, Nelson discusses the ring that launched his career and his plans for the future.
SourcingMar 18, 2026
Lucara Recovers Nearly 37-Carat Blue DiamondThe “stunning” Type IIb stone was found via x-ray technology at its Karowe mine in Botswana.
MajorsMar 18, 2026
Stuller Releases New Edition of Jewelry Education Book“The Basics of Jewelry” has been updated to include modern topics and visuals.
Events & AwardsMar 17, 2026
The Best Moments From the 2026 Gem Awards Held just before the Oscars, the jewelry industry’s big awards show had its share of standout jewelry, gowns, and acceptance speeches.
SourcingMar 17, 2026
Cruzeiro Mine Debuts ‘Winter Tourmaline’The Brazilian mine’s new collection features cabochons in soft, muted shades like silver and lilac.
TrendsMar 17, 2026
Natalie Portman Is Tiffany & Co.’s New AmbassadorThe Academy Award-winning actress stars in Tiffany & Co.’s latest commercial, which debuted Sunday night during the Oscars.
MajorsMar 17, 2026
Kering Establishes Jewelry Division, Appoints CEOThe organizational change follows Kering’s promise of a transformation after declining sales in 2025.
EditorsMar 16, 2026
2026 Oscars Jewelry: One Necklace After AnotherNatalie Francisco rounds up the top Oscars jewels, including Rose Byrne’s Taffin necklace with a more than 20-carat yellow-brown diamond.
WatchesMar 16, 2026
TAG Heuer Has a New CEOBéatrice Goasglas has been with TAG Heuer since 2018. She is the first woman to head the 166-year-old, LVMH-owned watch brand.
IndependentsMar 16, 2026
Ben Bridge Debuts New Honolulu BoutiqueThe store features the first in-store build for the jeweler’s in-house “Bella Ponte” bridal brand.
AuctionsMar 16, 2026
Bonhams Paris To Offer Antique, Signed Jewels The live fine jewelry auction will take place later this week, showcasing antique pieces, rare gemstones, and signed jewels.
CollectionsMar 13, 2026
A Trio of Jewels from the 3 Gem Award Nominees for Jewelry DesignOur Pieces of the Week honor the 2026 nominees for the Gem Award for Jewelry Design, Silvia Furmanovich, Cece Fein-Hughes, and Catherine Sarr.
WatchesMar 13, 2026
Citizen, Vera Wang to Launch Watch CollectionThe 24-piece watch collection is set to debut in spring 2027.
SourcingMar 13, 2026
Andrea Pooler Joins Third-Generation Diamond Company as COO Pooler, who has more than 25 years’ experience in jewelry, is now chief operating officer of Modani Jewels, Soham Diamonds, and SNJ Creations.
MajorsMar 13, 2026
24 Karat Club of New York’s Banquet to Return to Waldorf AstoriaThe reopening of the Waldorf Astoria means a homecoming for the industry group’s annual event, which will take place Saturday.
CollectionsMar 12, 2026
Jessica McCormack Sends Gold, Gemstones Into ‘Orbit’McCormack looked to the 19th century’s “golden age” of astronomy when designing her new celestial-themed collection.
Events & AwardsMar 12, 2026
Johnny Nelson Wins David Yurman Gem Awards GrantNelson will be honored as the inaugural grant winner at the Gem Awards gala on Friday.
