" Here's how to a small jewelry stores have reinvented their business. Carol Lipper closed her story Milburn New Jersey. And is renting small spaces inside gift stores and spas. But rents have come down so much she might try another store front in -- bill port 80% less than she was paying in Milburn. Another jeweler closed there -- to move to an office where they now run their business over a web site that allows customers to design their own jewelry. They also installed -- video conferencing system to talk to customers. And now owner -- war Burton sits at a desk. Wearing her magnifying glasses -- In front of multiple computers screens. I'm Joe Connolly for The Wall Street Journal."