Every time I make a purchase online, I pause before entering my payment information- even after 5 uneventful years of online spending. I don’t do that when I hand my card to a waiter, why is that? Statistically, I’m more likely to get ripped off at a restaurant than a website. It can’t be the apron that inspires consumer trust, because both jewelers and waiters wear aprons. Ok, so jewelry is more expensive- BUT, when was the last time your Fuzzy Navel Flambè Crepes came with 30 day returns ? Of course, our online customers can’t SEE our apron wearing jewelers-so maybe there’s something to the apron theory after all…