When Joel headed east to trek, I headed west to create a new interface to a 90-year-old family business, Maurice Goldman Fine Jewelry http://www.mauricegoldman.com

Over last eight months, learning curve has been steep. Within 2 weeks of opening our eBay store, fraudsters were running rampant.

David Bloom wrote in from Cremona, Italy, with ready cash for a $20,000 sapphire ring, and a strong recommendation that we use an escrow service to protect him from losing his hard earned cash. It's true that he never spoke about protecting us from losing our hard earned merchandise... At eleventh hour, well, actually at 8 AM in my pajamas in front of computer screen, with aid of my calm, dependable and analytical husband, I avoided our first theft in virtual world. We learned that not all escrow sites are created equal, and that one our "customer" "recommended" was a fraud. In his last e-mail note to me, Mr. Bloom lamented that site was phony, and that he had just suffered a loss of $20,000. Couldn't we have told him sooner?(!)

Other would-be sales included stolen credit cards (this is apparent when buyer suggests that you take MORE money than you posted sales price to cover charges), more fraudulent escrow sites, money transfer deals, and a bank check swindle. As Joel points out, crooks are always a step ahead.

My work vocabulary has grown exponentially, as has my respect for business world in general, and my father in particular. Our business issues are same: to source new products, to market and sell to a growing customer base, and to avoid theft and fraud. But whereas my Dad deals with real world, my business is virtual. I find global reach of virtual world tremendously satisfying and very neat. Customers tell us that our online presence means they can acquire goods otherwise unavailable in their small towns. So here I am in Israel, promoting and selling jewelry that is in New York, to customers around world, without leaving house. The process of building and handling internet extension of our family business, and combining family, home and business brings me full circle. My cup runneth over.

Oops. SalesLady was taken aback again. "Ladies do not engage in pillow fights."

I considered suede handbags for a moment. "I think my friend might like something a little more trendy. Do you have anything trendy?"

"Trendy? You want trendy? We have lots of trendy!" SalesLady got all excited. "How about this very popular high heel shoe handbag?" she offered.

I had to admit it was original. And trendy. But I wasn't sure about giving my friend a bag she could kick me with.

SalesLady read my mind. "I know," she sighed. "You men all cower at site of high heel shoe handbag. How about an equally trendy jelly handbag instead?"

I turned it over a few times. "Where's peanut butter?"

SalesLady snapped bag back and handed me another. "Your friend will love these Initial bags," she said, showing me several bags with a single classy letter affixed to each. I considered how many bags my friend would have to carry to spell "Help, my dorky friend bought me too many handbags." I asked what else she could show me.

She brought out a handbag covered with lip prints. My eyes opened wide. "Wow. How come a handbag gets all puckers?"

"They are not real," SalesLady assured me.

"It's still better than I've ever gotten."

SalesLady mercifully ignored my comment. "How about these vinyl horoscope handbags?"

"Now you're talking! My friend loves horoscopes."

SalesLady looked relieved.

"But..."

"I know," SalesLady interrupted "She can find her horoscope in newspaper. Let's try something else. How about these little evening handbags?"

I looked at tiny purses. "They are cute, but they don't have much room to carry, say, a chainsaw."

An hour later...

The sales clerk at hardware store rang up my purchase. "That'll be $29," she said.

I handed her money. "Thank you," I smiled. "I thought about getting 205-piece socket set for my friend, but I know she will love this new handbag."

"Handbag?" asked confused clerk staring at toolbox in my hand.

"Yes. And if she doesn't, at least she can't kick me with it."