Brand Pivot,
Real Impact.

Andrea at Red Pin Geek: You were juggling a lot (studio, travel, life) while we built this. What, if anything, made the process feel easier or more manageable for you?

Heather, owner of Bohemi: Knowing Andréa was moving the project forward—even when I couldn’t actively be involved—gave me real peace of mind. This was a massive undertaking, and trusting that it was progressing on schedule made a huge difference.

Her weekly emails outlining what had been completed, what was still needed, and how things were being communicated to the developer were incredibly helpful. That level of organization made it easy for me to step back in whenever I had the bandwidth, even while juggling the shop, custom engagement work, travel, and client commitments. It made the entire process feel far more manageable than it otherwise would have.

Andrea at Red Pin Geek: Do you feel like the website now reflects how central engagement rings are to your business? How so?

Heather, owner of Bohemi: Absolutely. The website now clearly positions engagement and custom work as the central focus of our business. It’s no longer just one offering among many—it’s the pillar around which everything else is built, which accurately reflects how we operate day to day.

Every part of the site supports that pivot, from the navigation and imagery to the blog and educational content. Everything points back to engagement and custom work in a way that builds credibility, communicates expertise, and gives us the visibility and exposure we were previously missing.

Andrea at Red Pin Geek: How did the collaboration between me, you, and your developer feel from your side?

Heather, owner of Bohemi: Clear, prompt communication is extremely important to me, and Andréa consistently delivered on that. When you’re working backward from a deadline, there are always a lot of moving parts. Even when one piece stalled—whether we were waiting on assets or for the developer to complete a page—there was always another area we could make progress on. Andréa kept everything organized and moving forward.

Having the strategist, developer, and SEO lead working in tandem toward a shared goal—and aligned on the importance of the timeline—is critical. Andréa was very aware of that and acted as the connective tissue between all parties. When development timelines became unpredictable, she stepped in to troubleshoot, clarify what was needed, and keep momentum from stalling entirely. That problem-solving and follow-through made a significant difference in keeping the project on track.

Impact on Business

Andrea at Red Pin Geek: Since the new site went live, what’s changed in your business that you notice day-to-day?

Heather, owner of Bohemi: Since the new site went live, the biggest change I notice day to day is how much the website now supports my conversations with clients. I can use it as a real working tool—especially when talking with clients who are out of state or overseas. They’re able to follow along visually and access the depth of educational content while we’re talking, which makes consultations far more efficient and productive.

For in-store clients interested in engagement and custom work, many have already spent time on the site before reaching out. They’ve taken the quiz, explored financing options, or learned about scrap metal credit, which means they come in more informed and confident. That preparation makes the process more direct, smoother, and better aligned from the very first conversation.

Having those tools available empowers clients to educate themselves at their own pace, which builds comfort and confidence. That transparency creates trust, and by the time they’re ready to move forward, we’re already aligned on expectations.

Emotional Shift & Confidence

Andrea at Red Pin Geek: How do you feel now when you send someone to your website compared to before?

Heather, owner of Bohemi: I feel genuinely confident sending people to our website now. It feels like an accurate reflection of the work we create—thoughtful, well-built, and beautiful. The structure and architecture support that beauty rather than distract from it, which makes the experience feel cohesive and intentional.

That confidence carries over into my client conversations. When I send someone to the site, I know it reinforces our values, our expertise, and the level of care that goes into everything we make.

Andrea at Red Pin Geek: If you think about the next few years, how does having this foundation in place change what feels possible for Bohemi?

Heather, owner of Bohemi: It actually makes me excited about the future. With the foundation of the site built correctly, everything we add from here on out feels like a bonus rather than a scramble to fix what’s missing.

Building out collections, adding new tools, and expanding content will only strengthen the site and create more opportunities for people to find us. Having this solid foundation in place makes growth feel intentional, sustainable, and full of possibility.

Recommendation & Testimonial

Andrea at Red Pin Geek: If a fellow jeweler or creative founder asked, “What was it like working with Andrea, and was it worth it?” how would you answer them?

Heather, owner of Bohemi: I’d say this: imagine you’re out in the open sea, floundering. You don’t know which direction to go, what kind of vessel you need, or even where land is. Then a strong—but steady—wave comes along and carries you to shore. That wave is Andréa.

She has a calm, grounded way of guiding you exactly where you need to go. Working with her was absolutely worth it—not just for the end result, but for the clarity, confidence, and direction she brings to the entire process. We now have a website that clearly positions our business, supports higher-quality inquiries, and gives us a foundation we can build on for years to come.

Andrea at Red Pin Geek: Who do you think would benefit most from working with me in the way you did?

Heather, owner of Bohemi: Any business owner who knows their online presence isn’t doing their work justice would benefit from working with you. This is especially true for artists who create custom or high-touch pieces and need a website that clearly communicates their value, expertise, and process—rather than just showing products.

Andrea at Red Pin Geek: Is there anything you’d say to someone who’s on the fence about investing in a full content + SEO + website ecosystem like this?

Heather, owner of Bohemi: In today’s landscape, not having a website that clearly and thoughtfully explains what you do, why you do it, and how you do it is, quite frankly, a liability. A website is no longer optional—it’s a core piece of how your business presents itself to the world.

With the rise of AI and LLM-driven search, standing out is only going to become more challenging. The businesses that succeed will be the ones that build their online presence correctly from the ground up, with strong architecture, clear messaging, and credibility baked in. If you’re serious about the long-term success of your business and believe your perspective is worth being seen and found, investing in a full content, SEO, and website ecosystem like this shouldn’t be an afterthought—it should be your first step.

Andrea at Red Pin Geek: Are there any specific wins you can point to that feel directly tied to the new site or the content we created?

Heather, owner of Bohemi: Yes. While most of our clients have historically been local and found us by walking into the store, that’s already started to shift. In the month since the new website launched, we’ve seen a noticeable increase in inquiries from out of state and even overseas.

That change feels directly tied to the strength of our online presence. The new site clearly communicates what we do, who we’re for, and how to work with us—making it much easier for non-local clients to find us, trust us, and reach out.

Content, Tools & Sales Conversations

Andrea at Red Pin Geek: How are you using the new content (style guides, metals guide, custom process page, Ring Pricing Calculator, etc.) in your conversations with clients?

Heather, owner of Bohemi: Price is one of the biggest questions for couples beginning the engagement ring process, and the new content has been incredibly useful in addressing that. We regularly reference the Ring Pricing Calculator and financing options so clients can go home and explore how different choices—stone type, size, and metal—affect the overall price.

Ready to stop "floundering" and start leading?

As Heather noted, in today’s market, a website that fails to clearly explain your "why" and "how" is a liability. If you are an artist or founder creating high-touch, custom work, your online presence should be your greatest competitive advantage—not an afterthought.

Whether you are navigating a major business pivot or looking to future-proof your brand for AI-driven search, I can help you build the foundation you need for sustainable, intentional growth.