Built by Corey / Proposal for JRC Jewellery
Current site  ↗ Open live preview  ↗
★ Proposal · prepared for JRC Jewellery · 18 May 2026

A few specific fixes for jrcjewellery.co.uk

JRC Jewellery · Cowbridge · website rebuild. I rebuild small-business sites in my spare time when I can see they are leaving conversions on the table. Three things stood out on mobile in the first ten minutes on the live site. Three findings below, then a working rebuild you can click through.

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Shop · 18 High Street, Cowbridge CF71 7AG Trading since · the 1960s In Cowbridge · 11 years
JRC Jewellery · Cowbridge

Father and daughter, sixty-plus years, one family name.

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Three findings, ordered by revenue impact

What the current site is leaving on the table.

A walk-through of the live jrcjewellery.co.uk on 18 May 2026.

01

The Merthyr-to-Cowbridge family story is the first thing a competitor cannot copy, and it is buried below the product grid.

What I saw
Five lines of context, sourced from Vale Life Magazine and Retail Jeweller, do not appear in the first viewport of jrcjewellery.co.uk on mobile: Jonathan Mahoney started JRC at Merthyr Market in the 1960s; the shop has been in Cowbridge for eleven years; the move to 18 High Street happened on the first of June 2023 and tripled the footprint; Rowena Mahoney is Director and an AJP-qualified buyer; and the business was named Inspiring Independent Retail Jeweller for Wales and Southwest in 2023. The homepage opens with a product slider instead. A bridal customer comparing JRC against Cardiff city-centre chains has no way to read any of the above before they see a generic carousel.
Cause
The site is built on the WordPress The7 theme, which leads with a slider component in its homepage starter, with about / heritage as a separate subpage. The default page hierarchy puts product carousels first and the story second; on JRC the story is the differentiator and the slider is the commodity.
After rebuild
After rebuild: the first viewport on mobile reads "Cowbridge family jewellers, since the 1960s." with Jonathan and Rowena Mahoney named in the lede, the Merthyr-to-Cowbridge succession in one sentence, and the 2023 Inspiring Independent Retail Jeweller award as a single line. The product slider becomes a downstream service grid (bridal, bespoke, repairs, designer brands) below the fold, captioned with the on-the-bench detail rather than stock product shots.
02

A four-point-nine-star reputation with sixty-plus named customer reviews, and not one piece of review schema on the site.

What I saw
The Google business profile for JRC Jewellery is rated 4.9 stars. Birdeye carries thirty-plus reviews, several of them naming Rowena ("Ro") and Jon by first name in the body: Katherine Riddell on engagement-ring fittings, Ellie Crompton on heirloom remodelling, helen quinn on solitaire repairs, Carol Harvey on bracelet clasps. None of this exists on jrcjewellery.co.uk as structured data. Google has nothing to render in a rich snippet. The reviews live entirely on third-party surfaces, which means the site itself looks unreviewed.
Cause
The The7 theme ships a stock LocalBusiness JSON-LD generator behind a paid Schema plugin upgrade, but the existing site does not have it enabled. No AggregateRating, no Review, no JewelryStore @type, no FAQPage. The reviews surface on Google because Google scraped them from the GBP, not from the site.
After rebuild
After rebuild: a JewelryStore JSON-LD block with full PostalAddress, telephone in E.164, opening hours, AggregateRating (4.9 / 5 over the published review count), three sampled Review nodes naming the customer and the work done, and a FAQPage block carrying the four most-asked customer-voice questions. The result is a rich-snippet-eligible homepage that Google can render with a star rating directly in the search results, rather than the bare blue-text link the current site receives.
03

Three high-margin specialisms are listed as plain brand-name links rather than the headline collections JRC is trusted for.

What I saw
The bridal range is the Brown & Newirth collection, with manufacturer-level lifetime guarantee and a year of insurance bundled in. JRC is an official Ti Sento brand ambassador, with stock allocations and seasonal-collection-first access that not every UK stockist receives. JRC also carries Georg Jensen and Deakin & Francis as house lines. On the current site these are four logos in a footer row. There is no editorial block that names what the bridal lifetime guarantee actually covers, what the Ti Sento ambassador status means for early access, or what a CAD-led bespoke commission looks like from sketch to bench.
Cause
WordPress brand-stockist plugins default to a logo-grid. The editorial layer that explains "we are uncommonly good at heirloom remodelling because we cast in-house, and the customer sees the CAD model before metal is committed" needs to be hand-authored.
After rebuild
After rebuild: a four-card service grid leading with the bridal range and the lifetime-guarantee detail, then bespoke-from-CAD, then on-the-counter repairs and resizing, then the designer brand showcase. Each card is captioned with a sentence of bench-detail a non-expert would not invent. A separate specialism block sits below, naming Rowena’s AJP qualification and the four-Cs paperwork walkthrough that JRC does across the counter before any stone is committed to a setting.
Pricing

Fixed price, no hourly billing, no surprise upgrade tier.

£2,000
Fixed for the rebuild. One-off.
£150
Per month for hosting and ongoing care.
£50
Optional. Embedded chatbot trained on bridal, bespoke, repairs and stockist questions.

No retainer. No contract. No in-person visits, fully remote from Switzerland.

Next step

If the proposal lands, reply with two or three twenty-minute slots in the next ten days for a video call.

I take on three South Wales builds this quarter, and first confirmed wins the slot. If I do not hear back by 28 May 2026, the proposal site comes down.

See the live rebuild  ↗
A working preview you can click through.
Opens in a new tab. Best read on a phone first, then a laptop.