If you aren't familiar with website development, I would suggest the following:
See if there is someone in your own personal circle who has set up a website of their own and ask what they are happy with and what they would do differently so you can learn from their experience
Search other websites (including websites outside your industry) for things you like and don't like. Make notes and/or sketches on things you like about designs and navigation.
Consult with a website developer, sharing your ideas with them so your website is a true reflection of your style and complements your jewelry or products