Google is started punishing websites having exact keywords as a domain name, I think its a Good move by google because most of the people register domain with the the targeted keyword and rank 1st in the Google SERP even though they don't have a Good content and quality back links.
Hi SEO is a part of SEM
SEM (SEARCH ENGINE MARKETING) means promoting a product or service through search engines. Under this SEM we have SEO, PPC
SEO - Organic way of promoting a product or service
PPC - its a paid service.
Before launching the site add all the important information in the site about jewelry. And show some important contents to search engine about the term jewelry.