Hi, I'm Andrea!
Meet the Team Behind Red Pin Geek
I'm Andrea Li, founder and CEO of Red Pin Geek.
For the past 18 years my passion has been designing handcrafted gemstone jewelry. Along the way, I built andreali.com, the e-commerce site where I sold my art. Time and time again, I asked myself the same question: "How can I get my one-of-a-kind jewelry to be seen by Google and the internet as a whole?" Throughout that journey, I had to pivot. I had to learn the low-level tools that power the internet itself. I experimented, I made mistakes, and I scientifically developed a data-proven strategy to gain the visibility I sought. In the end, I built the playbook for making independent jewelry visible to AI. I tested it on my own store. Now I bring it to you.
That question, "what happens when AI starts recommending stores by name, and yours isn't in the answer?", led me to source engineering, the practice of making your website's authenticity readable by AI without gaming prompts or buying shortcuts. It means structuring your real strengths, your craft, your story, your materials expertise, so that when ChatGPT or Google's AI decides who to recommend, your store shows up accurately and confidently.
I coined the term because what I saw in the market bothered me. Companies were selling "AI readiness packages" built on prompt manipulation. That's not readiness. That's a house of cards. Source engineering is different: if your proof is real, we make it machine-legible. Period.
Our Mission
Red Pin Geek exists to help independent jewelry designers stop being invisible to the systems that are deciding who gets recommended. Not by chasing trends or gaming algorithms, but by building visibility infrastructure that reflects the quality of work you already do.
The buyers most likely to use AI to find jewelry are households earning $100K+, and they use AI tools at nearly 74%. They are not you. They are 30- to 45-year-old professionals who live on these tools. If your store isn't structured for how they search, they will never see you.
Sources: Menlo Ventures 2025, Epoch AI/Ipsos 2026
What We Bring
| What We Do | How It Helps You |
|---|---|
| Source Engineering | We make your real strengths readable by AI. Not prompt tricks. Not paid placements. Your actual craft, story, and expertise, structured so AI models cite you accurately when buyers ask for recommendations. |
| AI Visibility + SEO | We help you get found by both search engines and AI tools like ChatGPT. That means better rankings, richer snippets, and showing up in AI-generated answers, not just traditional search results. |
| Agentic Commerce Readiness | AI shopping assistants (the invisible code that tells AI what you sell, what it costs, and whether it's in stock) are already browsing stores and making purchase decisions. We make sure your site speaks their language. |
| Full-Stack Implementation | Strategy is only half the job. Our CTO and his engineering team build what we design: Squarespace, Shopify, Wix, WooCommerce. End-to-end, from schema and site architecture to custom interactive tools. Bullet-proof execution on any platform. |
| Customer Journey Mapping | People don't buy jewelry on the first click. We design the path from discovery to purchase so that every page, every link, every piece of content moves them closer to "yes." |
| Creative-Tech Translation | From AI readability to the invisible code behind your pages, we turn intimidating jargon into action steps that make sense, even if you think SEO is a four-letter word. |
Sound Familiar?
Tap the one that sounds most like you. We'll show you what's really going on and how we fix it.
What's actually happening
Your site brings people in, but the pages don't answer the questions buyers ask before spending $500 or more on a piece of jewelry. The gap between your craft and how it's presented online is costing you sales you never see. Beautiful photography is not enough. Buyers need context: what makes this piece different, how it compares to alternatives, and whether they can trust the person behind it.
How we fix it
We rebuild your product pages with a 4-layer architecture: a voice-driven description that sounds like you, a specs section buyers can compare, an FAQ that answers real purchasing questions, and invisible code that tells AI exactly what you sell. Most designers see the difference on one page and immediately want the rest of their catalog done too.
What's actually happening
Most SEO advice is built for big brands and mass retail. Applied to an independent jewelry business, whether you make one-of-a-kind pieces, custom engagement rings, or limited collections, that advice is not just unhelpful. It's actively wrong. Generic keyword strategies don't work when your inventory is unique, your price points are high, and your buyers need trust before they purchase.
How we fix it
Andrea has been designing and selling handcrafted gemstone jewelry for 18 years. Every strategy is tested on her own store first. This is not agency advice repackaged for jewelry. It is a methodology built from inside the industry, by someone who understands what it means to pour weeks into a single piece and then watch it sit unseen online.
What's actually happening
Your website has the quality, but AI tools can't read it. When ChatGPT, Google's AI, or a shopping assistant recommends a jeweler, they pull from sites that are structured for machine readability. Beautiful photography and a strong reputation are not enough if the information behind your pages isn't organized in a way AI can parse, understand, and cite.
How we fix it
Source engineering: we make your authentic strengths, your craft, your story, your materials expertise, machine-legible so AI models cite you accurately when buyers ask for recommendations. No prompt tricks. No paid placements. If the proof is real, we make it readable. That's the difference between being recommended once and being recommended consistently.
What's actually happening
You're stuck between knowing something is wrong and not knowing what to fix first. Every option feels overwhelming, and the technical language makes it worse. You've probably read a dozen articles that all say different things, and the result is paralysis. Meanwhile, the gap between where your business is and where it could be keeps growing.
How we fix it
Start with a $37 Readiness Audit that scores your store across 6 areas and tells you exactly where to focus. Or try a single product page optimization ($97) and see the transformation on one page before committing to anything bigger. No guessing. No jargon. Just a clear starting point.
What's actually happening
You're running a business, making jewelry, handling customers, managing social media, and marketing falls off the plate every time life gets busy. The idea of adding one more thing feels impossible. You need visibility that builds itself, not another project that depends entirely on your time and energy.
How we fix it
Andrea leads the strategy. Kris and his engineering team handle all technical implementation. Things keep moving even when you can't actively participate. As one client put it: "Even when I could not be involved, knowing Andrea was moving the project forward gave me real peace of mind." That's not project management. That's trust.
What's actually happening
The buyers most likely to purchase fine jewelry online are households earning $100K or more, and 74% of them already use AI tools regularly. They are not you. They are 30- to 45-year-old professionals who research purchases through ChatGPT, Google's AI overviews, and AI shopping assistants before they ever visit a store's website.
How we fix it
We build the foundation now, while the window is open, so your store is visible to these buyers as AI shopping becomes the default discovery channel. Early movers compound their advantage. The stores that are structured for AI readability today will be the ones AI recommends tomorrow. The cost of waiting is invisibility.
Sources: Menlo Ventures 2025, Epoch AI/Ipsos 2026
Hi, I'm Andrea!
Meet the Team Behind Red Pin Geek
I'm Andrea Li, Founder, CEO and Lead Strategist of Red Pin Geek.
For the past 18 years my passion has been designing handcrafted gemstone jewelry. Along the way, I built andreali.com, the e-commerce site where I sold my art. Time and time again, I asked myself the same question: "How can I get my one-of-a-kind jewelry to be seen by Google and the internet as a whole?" Throughout that journey, I had to pivot. I had to learn the low-level tools that power the internet itself. I experimented, I made mistakes, and I scientifically developed a data-proven strategy to gain the visibility I sought. In the end, I built the playbook for making independent jewelry visible to AI. I tested it on my own store. Now I bring it to you.
That nagging question, "what happens when AI recommends stores by name, and mine isn't included?", led me to research and eventually understand the concept of source engineering, the practice of structuring a website to own brand authenticity in a way that is readable by AI tools like ChatGPT and Google. No gaming prompts. No buying shortcuts. These strategies are powered by your real-world strengths: your craft, your story, and your expertise in materials, so that when AI decides who to recommend, your store shows up accurately and confidently.
I coined the term because when I looked at the competition in the SEO and AI visibility space, I saw hollow promises and passé practices. Companies were selling "AI readiness packages" built on prompt manipulation and other snake oil. That's not readiness. That's a house of cards. Source engineering is different, and we have the science to prove it.
Our Mission
Red Pin Geek exists to help independent jewelry designers stop being invisible to the systems that are deciding who gets recommended. Not by chasing trends or gaming algorithms, but by building visibility infrastructure that reflects the quality of work you already do.
The buyers most likely to use AI to find jewelry are households earning $100K+, and they use AI tools at nearly 74%. They are not you. They are 30- to 45-year-old professionals who live on these tools. If your store isn't structured for how they search, they will never see you.
Sources: Menlo Ventures 2025, Epoch AI/Ipsos 2026
What We Bring
| What We Do | How It Helps You |
|---|---|
| Source Engineering | We make your real strengths readable by AI. Not prompt tricks. Not paid placements. Your actual craft, story, and expertise, structured so AI models cite you accurately when buyers ask for recommendations. |
| AI Visibility + SEO | We help you get found by both search engines and AI tools like ChatGPT. That means better rankings, richer snippets, and showing up in AI-generated answers, not just traditional search results. |
| Agentic Commerce Readiness | AI shopping assistants (the invisible code that tells AI what you sell, what it costs, and whether it's in stock) are already browsing stores and making purchase decisions. We make sure your site speaks their language. |
| Full-Stack Implementation | Strategy is only half the job. Our CTO and his engineering team build what we design: Squarespace, Shopify, Wix, WooCommerce. End-to-end, from schema and site architecture to custom interactive tools. Bullet-proof execution on any platform. |
| Customer Journey Mapping | People don't buy jewelry on the first click. We design the path from discovery to purchase so that every page, every link, every piece of content moves them closer to "yes." |
| Creative-Tech Translation | From AI readability to the invisible code behind your pages, we turn intimidating jargon into action steps that make sense, even if you think SEO is a four-letter word. |
Our Team
Andrea Li
Founder, CEO & Lead StrategistFor the past 18 years my passion has been designing handcrafted gemstone jewelry. Along the way, I built andreali.com, the e-commerce site where I sold my art. When I'm not optimizing websites or building strategies, I'm still at the bench making jewelry and sharing my studio with two very opinionated chihuahuas. I believe that what we do in business should make the world a better place. Red Pin Geek and Andrea Li Designs donate 10% of all proceeds to Agape International Missions, World Relief, and Musana, organizations working to end human trafficking, support displaced communities, and break cycles of poverty.
CTOKris Collins
Kris Collins has been writing software and leading teams for world-class clients across diverse industries for 30+ years. When Red Pin Geek designs your company's strategy, Kris's team delivers the bullet-proof execution of that custom solution. In his free time, Kris is passionate about composing music, enjoying improv comedy, and being a true "ride or die" for his favorite Denver sports teams. (GO NUGGETS!)
Which Path Is Right for You?
Answer three quick questions. We'll point you to the best starting place.
Question 1 of 3
Where are you right now with your online presence?
Question 2 of 3
What sounds most like you?
Question 3 of 3
How do you feel about the technical side of your website?
Learn & Build at Your Own Pace
Free to start
You're hands-on and resourceful. Start with our free AI Visibility Score to find out where you stand (2 minutes, no jargon). Then explore our DIY guides and Substack for step-by-step walkthroughs you can implement yourself. Premium Substack subscribers get interactive tools, templates, and implementation guides.
Take the Free AI Visibility Score Subscribe to the Substack Browse DIY ResourcesFix & Optimize What You Have
Starting at $37
You've built something good and you want it to work harder. The best way to start: pick your most important product and let us rebuild the page so AI can actually read, recommend, and describe your work accurately. You'll see the difference side by side. Most designers look at the first optimized page and immediately want the rest of their catalog done too.
Not sure product pages are the main issue? The $37 Readiness Audit scores your store across 6 areas and tells you exactly where to focus first.
Full Strategy + Build
Custom-scoped engagements
You want the whole thing handled. Andrea designs the strategy. Kris and his engineering team deliver the bullet-proof execution. We scope the project, build it on your platform (Squarespace, Shopify, Wix, WooCommerce), and deliver a site that's visible to search engines, AI assistants, and the human buyers who matter most.
This is how we worked with Bohemi: a complete site ecosystem rebuild that produced a 53% session increase, 38% sales lift, and 92 AI-cited pages. The first step is a strategy call.
Questions We Hear Often
If you don't see your question here, reach out. We're happy to talk it through.
Source engineering is the practice of making your website's authentic strengths readable by AI, without gaming prompts or buying shortcuts. Instead of manipulating what AI says about you, we structure what's genuinely true about your craft, your story, and your expertise so that AI models can find it, understand it, and cite it accurately.
Andrea coined the term because the alternative, prompt manipulation, is a shortcut that breaks the moment a model updates. Source engineering is built on proof. If the proof is real, we make it machine-legible. That's the difference between being recommended once and being recommended consistently.
We work with Squarespace, Shopify, Wix, WooCommerce, and custom builds. Our CTO, Kris Collins, is a career full-stack engineer with 30+ years of experience, so we can implement on whatever platform your store runs on. You don't need to switch platforms to work with us.
Not at all. Most of our clients are jewelry designers and makers, not tech people. Andrea translates everything into plain language, and Kris handles the implementation. You focus on your craft. We handle the technical layer. That's the whole point: you get the outcomes without the overwhelm.
Three things no other consultant can say. First, Andrea has been designing and selling handcrafted gemstone jewelry for 18 years. She understands independent jewelry businesses from the inside, not as a case study. Second, every strategy is battle-tested on her own store before it reaches a client. Third, we don't just hand you a PDF and wish you luck. With Kris as CTO, we handle strategy and implementation together, end to end, on your platform.
Most SEO consultants give you generic advice designed for agencies and big brands. That advice is often wrong for one-of-a-kind jewelry businesses. We built our entire methodology for how independent designers actually operate.
Red Pin Geek and Andrea Li Designs donate 10% of all proceeds to three organizations: Agape International Missions (anti-trafficking work in Cambodia and Belize), World Relief (supporting refugees and displaced communities), and Musana (breaking cycles of poverty in Uganda through sustainable social enterprises).
This isn't a marketing angle. It's a conviction. We believe what we do in business should make the world a better place. When you work with us, your investment supports that mission too.
Absolutely. That's how we designed it. Most clients start with a single product page optimization at $97. You see the before and after on one page, feel the difference, and decide if you want to do more. There's also a $37 Readiness Audit if you want a scored diagnosis before spending anything on fixes. No pressure, no long-term contracts. Start where it makes sense and scale when you're ready.
Most jewelry websites bring visitors in but fail to answer the questions buyers ask before making a high-value purchase. Beautiful photography is not enough on its own. Buyers need context about what makes a piece different, how it compares to alternatives, and whether they can trust the designer behind it.
We rebuild product pages with a 4-layer architecture: a voice-driven description, a specs section for comparison, an FAQ addressing real purchasing questions, and structured data that tells AI exactly what you sell.
AI tools like ChatGPT and Google's AI pull recommendations from websites that are structured for machine readability. If your site has great photography and a strong reputation but the information behind your pages is not organized in a way AI can parse and cite, you will not appear in AI-generated answers.
Source engineering makes your authentic strengths, including your craft, story, and materials expertise, machine-legible so AI models cite you accurately when buyers ask for recommendations.
Featured Resources
The Ultimate Jewelry Website Starter Guide
Jewelry E-E-A-T Audit Checklist
Product Page Rewrite Template
Internal Link Mapping Workbook