For me, it has to be retail store, or at least online store of an actual store that i know of. I myself work for a watch company here in Turkey, i make youtube videos of their products. Before that we had mostly face-to-face costumers but now, since we are more visible on the internet and people trust us because we are an actual store that they can come anytime they want, they buy from our online sites. If there is not reliable pyshical store, i say no to online jewelry or technology shopping.