ColumnistsJul 28, 2026
Peter Smith: Why Your Job Postings May Be Working Against You Smith reveals the method The Retail Smiths use to help retailers and vendors write better job postings.
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
FinancialsJul 28, 2026
Tiffany & Co., Bulgari Lead the Way for LVMH in H1LVMH’s jewelry and watch brands outperformed the company’s other divisions in an environment the company described as “disrupted.”
CollectionsJul 28, 2026
Lionheart’s New Collection Unites Spiritual Iconography“Sacred Heart” features symbols like crosses, angel wings, the Star of David, and the evil eye as a representation of coexistence.
Brought to you by
Why More Jewelry Retailers Are Hosting Turnkey Estate Buying EventsRetailers are seeking new ways to attract customers, increase traffic, and create revenue – Estate buying events are a popular solution.
Events & AwardsJul 28, 2026
The Edge Funding 2 Scholarships Via 24 Karat Club SEUS The scholarships will go to early-career professionals looking to study gemology, bench work and jewelry design, or store operations.
Weekly QuizJul 23, 2026
This Week’s QuizTest your jewelry news knowledge by answering these questions.
SurveysJul 27, 2026
Jewelry Leads Luxury Market Amid Stabilization, Bain SaysBain & Company delved into the trends shaping the luxury market, the impact of AI, and more in its recent study.
SourcingJul 27, 2026
‘Rubies’ Goes on Display at Harvard MuseumThe exhibition reveals the gemology, geology, and cultural history of the iconic red gemstone.
Brought to you by
Wedding Band Trends 2026: Personalization Takes Center StageColored gemstones, artisan finishes, mixed metals, and meaningful details are shaping demand in bridal jewelry.
Policies & IssuesJul 24, 2026
New Trump Tariffs: What They Mean for Jewelry The new sweeping slate of tariffs impacts 60 countries, including India, China, Thailand, Hong Kong, and the United Arab Emirates.
TrendsJul 24, 2026
Amanda’s Style File: Ode to ‘The Odyssey’From coin pendants to diamond shields, these old world-inspired jewels are the perfect accessory for an epic journey.
TrendsJul 24, 2026
Courtney Leidy’s Silk Cord Pendants Center Unexpected Pairings Our Piece of the Week pairs a checkerboard-cut amethyst with an ivy green silk cord.
PodcastsJul 23, 2026
Episode 7: Reinhold Jewelers on the Power of RelationshipsMildred Marcano Abrams and Yael Reinhold join the podcast to talk community connections, holiday plans, and preserving Reinhold’s legacy.
SourcingJul 23, 2026
De Beers’ Production Jumps 88 Percent in Q2 Production also was up in the first half of 2026 but is expected to “substantially” decrease in H2 as two key mines undergo maintenance.
CollectionsJul 23, 2026
Silvia Furmanovich’s New Collection Travels Back to the 1920s“Art Deco” fuses ancestral techniques, rare materials, and modern perspectives as a tribute to the optimism and curiosity of the movement.
IndependentsJul 23, 2026
Sissy's Log Cabin Opens Casino StoreThe jeweler’s newest store is inside Arkansas’ Saracen Casino Resort.
WatchesJul 23, 2026
Movado Inks Licensing Deal With Kate Spade New YorkThe watch company will design, manufacture, and distribute Kate Spade New York watches.
Policies & IssuesJul 22, 2026
Trump to Put 50% Tariff on Canadian Goods The higher tax is set to go into effect in August and will apply to loose polished diamonds as well as precious and base metals jewelry.
CollectionsJul 22, 2026
Monica Rich Kosann’s High Jewelry Is FruitfulThe “Enchanted Garden” series features a cherry, lemon, and pear that each hold a little secret inside.
IndependentsJul 22, 2026
Liljenquist Beckstead Opens Rolex New BoutiqueIt’s located in Tysons Galleria, an upscale shopping center in the Washington, D.C., metro area.
Events & AwardsJul 22, 2026
NY Now Returns in August Under New OwnershipThe show, recently acquired by Rockview Management Group, will be held at New York City’s Javits Center from Aug. 2-4.
ColumnistsJul 21, 2026
Sherry Smith: Shattering the Illusion of the ‘Either/Or’ Diamond MarketSmith offers retailers guidance on creating an environment where natural and lab-grown diamonds can both thrive.
Events & AwardsJul 21, 2026
Apollo Funds Completes Emerald AcquisitionFormer Emerald President and CEO Hervé Sedky has transitioned to the role of senior advisor.
CollectionsJul 21, 2026
Graff’s New Butterfly High Jewelry Brooches MetamorphosizeThe 12-piece capsule collection transforms from brooches to pendants.
SourcingJul 21, 2026
Anglo Reportedly Selects Gareth Penny’s Consortium as Top Bidder for De BeersA Botswana government official told lawmakers Anglo has selected The Global Diamond Consortium, an entity chaired by Penny, to buy De Beers.
Policies & IssuesJul 20, 2026
Tariffs on Brazil to Increase But Rough Gemstones ExemptThe new tariff, imposed after a Trump administration study, is 25 percent and will stack on top of existing tariffs.
CollectionsJul 20, 2026
Vhernier Transforms ‘Freccia’ Collection Into High JewelryThe collection from 2014 has been reinterpreted into high jewelry with its signature triangular-shaped elements.
MajorsJul 20, 2026
Krista Collins Walters Promoted to Publisher of InstoreShe will also take on the role of vice president of jewelry for SmartWork Media, a newly created position.
