I think Bes raises a stunner of a point.
If her jewellery is of the hobbyist "purchased beads arranged on wire" type, then I'm really not sure that a dedicated website is a good time/money investment, considering the efforts required to promote the site to anything close to Ebay exposure levels.
If she's that worried about eBay fees - or the cost of her time dealing with idiots - then that's something easily fixed: raise prices.
If she's not doing that because she's worried about being undercut by competitors, then maybe she should stop trying to compete on price [the race to the bottom has no winners] and focus on offering something different, or of higher quality.
Getting her own site is not going to be the panacea she may think it is. At least, not if she's serious about making it a successful business in a crowded marketplace. The explicit costs of hosting an e-commerce site are next to nothing, but the implicit costs [promotion, design, site/inventory maintenance] are sizeable.