I've been reading a lot about internet marketing recently so I can give a few hints...
They have to decide how they are going to attract customers to their website.
If they are going to rely on advertising then the name of the site isn't quite so critical because customers will click on links to get there, but it helps for 'word-of-mouth' for the name to be something fairly short, snappy, memorable and easy to spell. If there are any obvious possible misspellings, buy all variations of the name and redirect the alternate site traffic to the main one. An example of a possible alternate spelling would be 'jewelry' and 'jewellery'. Customers from the USA would usually use the former, and from the UK, the latter.
If they are hoping that people will find their site by searching on Google, they should optimise their name for that. If people want 'boho chic jewellery' then that is what they will search for. Unfortunately 'bohochicjewellery.com' was registered by someone in the UK a month ago so they clearly already have a competitor!
They can use
this site to check availability of domain names. If the domain extension is omitted then '.com' is assumed. If they want to check for '.co.uk' (whatever) they need to enter the whole name e.g. 'greatname.co.uk'.
They should buy the '.com' and '.co.uk' versions of each name. Nearly everyone types in '.com' by habit and if they don't buy that version, someone else will if their business picks up and they will steal a significant share of the online business.
They may not have heard of 'squidoo.com' but they should take a look at it because Google checks it out many times a day. It's free to use and easy to set up your page ('lens'). Take a look at
this page on Squidoo to see the kind of thing that can be done. If you have a relevant page on Squidoo then you can leap-frog over over companies in the Google search listings and this is one key to online success. There's a video tutorial on how to do it
here. The guy Travis who made that video has a website which is worth looking at for information on how to develop web traffic for your business - take a look
here.
I hope that is useful.
ColinJ
