Facebook Pages are for businesses. Your customers and potential customers can then become “Fans” of your business page. Because of this association to the page, Facebook Business Pages are most often referred to as “Fan Pages”.
You can have as many Business Pages as you want. You can (and should) set-up Business Pages for any and all business activities and/or products of your store. You should first set-up a main Facebook Page for your store using your store name. Then over time start making additional Facebook Pages on all aspects of your business. For example you could make a page for jewelry repairs, custom designed jewelry, appraisal services, diamonds, gemstones, engagement and wedding rings, different lines of jewelry and watches you carry, etc.