Everyone is trying to get into the new media

People are trying to understand how to use social media For more local or regional jewelry retailers, it has become more challenging to reach consumers through cable television than in years' past, Buxbaum says. Due to the growth of satellite dish services, "a lot of people don't have cable anymore," he comments. Advertising placements on satellite dish networks are national, and "if you are an independent and local person, you cannot afford national media," he explains.

Among traditional media channels, local and regional jewelry retailers are often limited to radio, Buxbaum notes. "Radio is a great medium, but is also expensive," he comments. A retail jeweler would need "multiple locations to justify the reach of radio," he says.

"Everyone is trying to get into the new media," Buxbaum says. "People are trying to understand how to use social media," he adds. "Everyone is focused on that," he comments. For many jewelry retailers, traditionally expensive direct marketing through postal mail has increasingly been supplanted by e-mail marketing, he explains.