Grab a cup of coffee and cozy up to the cases at Pugh’s Diamond Jewelers1. What is your single best money-­saving initiative?For fiscal year 2010–2011, I decided to cut my advertising budget from 8 percent of sales down to 5.5 percent, or $60,000. We’re still using TV, radio, and print, just not as much. The focus now is more on new media outlets. Our online presence is coming together on Facebook with a “main site” feature that mimics the look of our main website’s home page with the same content features and links. The shift also includes ­e-newsletters, email blasts, and more