Hey Everyone I just joined this forum. I have been into business and self development for a few years now and hope we can have some great discussions. I am currently starting a business and wanted to tell you a bit about it in hopes you could offer some feedback.

So I am starting a high end jewellery retailer that will sell online and in person.
I believe we can be successful due to the following reasons: we have an expert on staff with many years in the business, we plan to keep our overhead really low by just renting a small office out of an already established jewellery location, we will compete with ONLINE prices, we offer one on one consultation in person, Skype, chat etc.

Our aim is to sell particularly to local clients so that they will come see us in person and establish a relationship. Our online sales will probably take off more next year.

Anyways as I see it our disadvantages are: small location (no bells ad whistles of a fancy retail store) and also that we have not yet established the credibility and reputation of a store thats been around for a while.

My plan will include the following: Full social media platform with forum posts, reviews of famous/ celebrity jewellery, trying to give give give as much interesting content as possible as well as try to engage with our following as much as possible via video Q and A, forum posts etc.

How does this sound?
I also want to release a special secret buyers guide in exchange for peoples emails. In this guide I am considering talking about why we are better than the competition: we have better more credible certifications, we don't have the high overhead of large stores, and also listing specific examples of how other online businesses may misrepresent their products to the customers...

*I am particularly concerned about this part as Im afraid I may stir up a hornets nest. Is it considered bad practice for a new business to attempt to discredit other competitors by specifically stating what they do better and showing how competitors misrepresent their products?

I know this was lengthy... sorry... any help would mean so much!
thanks