Whether you are selling luxury jewelry or luxury jackets, the art of storytelling is an important one that helps a shopper make the leap of faith that this object is EXACTLY what they've been looking for all along.  Michael unpacks a recent online purchase he made on Huckberry for their Flint & Tinder Flannel Lined Waxed Jacket and the subtle storytelling elements they used that really connected with him, and draws comparisons to how jewelers can employ similar tactics when selling jewelry on their websites.  Whether its a healthy mix of in-studio and lifestyle photographs, a demo video, or just ample product information, the devil is in the details. Discovering a passion for storytelling can help shoppers fall in love with your products. Check out the jacket: https://huckberry.com/store/flint-and-tinder/category/p/55166-flannel-lined-waxed-trucker-jacket Learn more about our sponsor NIVODA: https://nivoda.com/intheloupe Send feedback or learn more about the podcast: punchmark.com/loupe Learn about Punchmark's website platform: punchmark.com