First, delve deep into understanding the essence of their family business. What makes their jewelry unique? Is it the design, the crafting process, the materials used, or the family history? Simultaneously, research their potential target market. Who is likely to appreciate their unique offerings? Are they targeting a luxury market, young professionals, or a specific niche?

Once you understand the brand and its audience, craft a compelling brand story. This story should weave in the family heritage, the craftsmanship, and the uniqueness of the products. It's not just about selling jewelry; it's about inviting customers into a legacy.

Start creating a visual identity that reflects this story. This includes a logo, color palette, typography, and other design elements. These should echo the craftsmanship and quality of the jewelry.

Before the website launch, build anticipation and presence online. This could be through social media, where they can start showcasing their products, sharing behind-the-scenes content, and telling their brand story.

Develop an e-commerce website that aligns with their visual branding. The website should offer an easy, secure shopping experience and showcase the jewelry in a way that tells its story.

To attract the right audience, invest in SEO and content marketing. Blog posts about jewelry care, the history of specific jewelry types, or the story behind a collection can drive traffic and engage potential customers.

Before launching, engage with your audience. This could be through email newsletters, social media teasers, or even an online event. Collect feedback and build a community around the brand.

Plan a memorable launch. Post-launch, analyze customer feedback and website data to refine your strategies. Keep the conversation going with your audience through regular updates, new collections, and customer stories.

Finally, ensure consistent brand management. Keep the website updated, continue engaging on social media, and stay true to the brand story in all communications.