This presentation is by Elizabeth Clark, Director of Dream Agility and Jewellers Ark performed to a packed workshop at IJL 2013 at Earls Court, London. Clark discusses how Google is driving prices ever lower in the jewellery industry and how independent jewellers must adapt. Furthermore Clark argues that consumers are more price knowledgeable than ever before due to Google PLA ads and more discriminating based on the wide availability of online review services, which once again are being promoted in Google Places, Google PPC listings, and using rich snippets. This has led to 45% of footfall engaging in 'show-rooming'. Finally, she highlights some excellent use of the Facebook API by Nigel O'Hara, an Irish Jeweller who now has over 16000 likes and shows how he achieved this.