Consumer Reviews
The web is a great way to spread positive (and negative) word of mouth. When you Google your store name (which of course you do regularly, right?), pay particular attention to mentions on consumer review sites.
Although most of these shopping rating sites focus on online stores, there are a few that also include reviews of bricks & mortar stores as well. For example, one place to look for consumer comments about your store is Insiderpages.com. Do a search for jewelry and your city and see if there are any reviews.
Of course, we aren’t recommending that you review your own store (or trash the competition: let’s face it, the anonymity of the online world can lead to dirty pool, which is why you are Googling your store name regularly, right?) but you can and should encourage your customers to post their compliments online.