JuliesJewels, a member of Jill Whalen's HighRankings forum has an insightful and revealing post about her online company's practices and success. It's great to see the practice of SEO in action, and her stripped down site is a great example of how basic SEO tactics can be applied. I would personally suggest that Julie pick up a more professional design, to better engender trust in her visitors, but her on-page optimization and information architecture is some of the best I've seen.

Visit Julie's Jewels site and see what the rage is about. Maybe you can suggest she up her design ante too :)