If you are looking to buy some jewellery then you can of course buy online. However jewellery is one of those things that really need to be seen in the flesh before you decide if you like it. Although a photo can give you an idea of what something looks like, it doesn't really show off the full sparkle or let you see what it will look like when you have tried it on.
This is probably the main reason why high street Jewellers are still so popular. People still prefer to make an event of buying jewellery, especially if it is for a special occasion. Say for example you are buying something for a partner you can both go along and see which items you like and try them on. It makes something special out of the occasion and you both know that you have chosen the right piece of jewellery for you.
Of course there is something to be said for the power of the internet and they can work alongside high street Jewellers. For example you will find high street Jewellers that have details of their stock online. You can browse and get an idea of what is available and even the cost of items. Some of them will even let you reserve something if you really like it, to give you time to get down to the shop and see it in real life to decide if it is something that you like and want to buy. There will usually be no pressure and once you get there you can decide whether you want it or whether it isn't quite what you expected. Of course whilst you are there you can take a look at the rest of the stock on offer and you make find something you like that you didn't originally spot on the website.
Don't forget that the fit of an item is extremely important and this is another way that high street Jewellers can out do internet retailers, because you never really know how something is going to fit until you try it on.