Holly, chances are he has hired someone who knows how to embed meta tags into his site for starters
(Elaboration, META tags are what search engines use to determine how relevant your site is to someone who is searching. For example, if you embed enough information about Dallas, Jewelry, Store, - chances are that you will be able to get your website on the 1st or 2nd page of a search engine's results)
And I'm sure that if any of his vendors have websites, they probably list his site on their website.