For the last century, store owners have operated on the premise borrowed from the script in “Field of Dreams”: “If you build it, they will come.” It’s all about location, right? So build your store in a traditional strip center on a busy street with good visibility and lots of parking and they will come. Or build it in a mall and they will come (or at least walk by). Or build it in a luxury lifestyle center and they will come - maybe in their BMW or Audi. The whole build it and they will come mentality is why many traditional jeweler store owners didn’t bother to maintain customer mailing lists, have anything but a rudimentary web site and scoff at Facebook. Who needs Facebook, they will come.