How Alara Jewelry Doubled eCommerce Sales by Blending In-Store and Online Experiences (episode 558)
Babs Noelle is the Ringleader at Alara Jewelry, sellers of artisanal, eco-conscious fine jewelry both designed in house, and supplied by renowned designers too. Founded in 2004 they now sell via their physical retail store, atelier by appointment only, at special events AND via their Shopify store. In total the company does $2.9m a year with 13% year on year growth, and the eCommerce store is booming – seeing 138% year on year growth.
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Dive in:
[05:13] Eco-Conscious Jewelry for Global Tourists
[09:04] Diverse Roles in Jewelry Business
[12:44] Three-Person Marketing Team
[16:30] Virtual Custom Appointments for eCommerce
[20:14] Artisanal Appeal: Unique and Sustainable
[22:39] Ethical Jewelry Practices Explained
[24:05] Listen to Babs’ Top Tips!
Build eCommerce Around Purpose, Not Just Product
Babs built her eCommerce strategy around a commitment to ethical and sustainable practices. This wasn’t a marketing ploy—it was the foundation of the brand. Her passion for responsible sourcing and eco-conscious design shines through every product. That authenticity helped Alara stand out in a crowded market. Purpose like this can build powerful emotional connections with customers and drive long-term loyalty.
Don’t Separate Online and Offline Teams—Blend Them
Instead of creating a separate “web” team, Babs trained everyone on the floor to also contribute to the online store. Product photography, descriptions, and customer service are shared across the team. This makes the online experience as authentic and informed as the in-store one. It also avoids silos and builds a stronger, more connected staff. eCommerce doesn’t have to be its own department—it can be a mindset across your whole business.
Mirror the In-Store Experience Online
Babs is focused on making sure online customers get the same level of service as those who walk into the store. From virtual styling appointments to live video shopping tours, Alara offers real-time, high-touch interactions. This helps customers feel seen, supported, and more confident in making big purchases. If you’re selling high-consideration products, this kind of service can be a game-changer. It proves that luxury and digital don’t have to be opposites.
Use Customer Behavior to Guide eCommerce Strategy
It was tourist behavior that pushed Babs to restart her eCommerce journey. Visitors kept asking how they could stay connected or shop after leaving Bozeman, Montana. That demand showed there was broader interest beyond the local market. Instead of guessing, she followed the signs her customers gave her. Pay attention—your best eCommerce ideas might already be walking into your store.
Align Every Operation with Sustainability
Babs has been focused on ethical sourcing and sustainable practices since the 1980s—long before it became trendy. At Alara, sustainability isn’t just about using recycled materials; it’s about transparency, accountability, and educating customers. The team repairs and reuses customer stones, repurposes metals, and only works with trusted, responsible suppliers. This long-standing commitment has helped build trust and attract values-driven customers. For any eCommerce brand, true sustainability isn’t a checkbox—it’s a competitive advantage when done with integrity.
eCommerce Book Top Tip
- Let My People Go Surfing: The Education of a Reluctant Businessman by Yvon Chouinard
eCommerce Traffic Top Tip
- Finely tuned, highly segmented email flows with long-term, educational nurture sequences—plus, she’s eyeing a referral program next to amplify word-of-mouth.
Tool Top Tip
- Babs’ team uses Bitly extensively to track the performance of every single link they share.
- She also recommends investing time to train ChatGPT (or your AI of choice) in your brand voice—it’s not instant, but it pays off in consistent, efficient content creation.
Carbon Top Tip
- Babs recommends buying carbon offsets for your entire business—including staff travel—and choosing programs you trust to make a real impact.
- She also urges brands to examine their products and packaging closely: are they recyclable, reusable, or headed for landfill? Start at the top and rethink everything.
Interview links
- Check out Alara Jewelry
- 💎 Got old jewelry bits lying around? Babs is offering a FREE 1-hour virtual custom design session (worth $200!) to eCommerce MasterPlan listeners—no code needed. Just head to Alara Jewelry
- Babs on LinkedIn
Related Episodes
- Linking your offline and online activity for greater sales with Lost and Forged’s Doug Heifetz (episode 395)
- Balancing Growth and Purpose with Y.O.U Underwear’s Sarah Jordan (episode 492)
- How Asan Cup’s Social Sustainability Purpose Boosted eCommerce Sales with Ira Guha (episode 544)
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