We refuted the stereotypes. We changed the old-school thinking about expensive, unobtainable jewelry store that regular customers happen to visit only once or twice in a lifetime. We created a new opportunity to buy some jewelry – normal, casual, non-festive moment in time. This “what a big deal?” approach changed everything – image and attitude, both client’s and customer’s. The metamorphosis occurred. With that we beat the competitors. With the biggest dynamics in history of this category.