The next time you launch a contest or plan event for your jewelry store, you should consider issuing a press release as part of your announcement.
Most people think of press releases as a statement you send to your local newspaper in hopes that they will run a story on you. Although that might be true, in the digital world a press release is also a credible way to build links to your website.
Press releases have very specific formats for writing. You can find great beginner how-to guides on prweb.com under their "Learning" section. Make sure to review these before attempting to write a release for yourself. Of course if you have the money you should hire a press agent instead of doing this yourself.
Once you've composed your release, you should call all your local papers and find out their procedure for submitting...