Jewelry Business

Running a jewelry business from my studio has it's challenges. Unlike a retail store, I do not have set hours that folks can drop on by and make a purchase.
Most of my business is done through my website, Designing-Diva Jewelry, or direct contact with customers and retail buyers at trade shows.
Since jewelry is something that often needs to be "touched" before purchased, many of my sales are through people I've had direct contact with and who know the quality of my work.
My question is how do other jewelry designers create that sense of trust online? Is it the layout, the photos, the store policies??? Don't get me wrong, all of these things are important but my best success has come from establishing credibility with the public as a jewelry designer. One of the ways that I build credibility is to establish myself as an expert. How have I done that? I write e-zine articles on related jewelry topics, submit fresh content to editors and have become involved in several jewelry/fashion forums.