Repairs are the reliable traffic. Resizing, a new clasp, a watch battery or restringing pearls happens all year, comes from a short distance and puts somebody in front of the display cabinets.
Engagement rings are researched slowly and searched with a number. Somebody typing a budget wants to know what it buys, and the jeweller who answers honestly is on the shortlist that forms weeks before anybody visits.
Valuations are almost unserved. Insurance requires periodic updating, values move, and a page explaining what a valuation involves and what it costs meets a search with barely any competition.
Selling is as common a search as buying. Inherited jewellery, unworn gold and pieces after a divorce bring people who need somebody trustworthy far more than they need the best price.