Kendra Scott

And, you know, we've grown.

I mean, when we started, we were a fashion jewelry brand.

Now we have sterling silver, which is like demi-fine.

And we have fine jewelry, diamonds, engagement rings.

We have all three categories of jewelry.

We have a men's line.

We're doing so many different things.

I mean, we have customers that are layering their diamonds with our fashion brand that we bring out seasonally for spring or summer.

But we've grown with our customer.

We have three generations of customers shopping in our store.

We'll have...

The daughter, the mother, and the grandmother, and they all leave with a little yellow bag and a smile on their face.

There's not a lot of brands that can be generational like that as well.

And that little girl grows with us.

Maybe then she goes to college and she's wearing us on game day.

Then she's getting married and she's getting our engagement ring.

Then she's on her honeymoon.

Then she has kids and now she's getting teacher's gifts.

And so we see our customers over 20 years who... And we've built such a connection with her and him now that it's such a cool thing to see as a brand.

Well, first of all, I always tell everybody, if you're doing what everybody else is doing, you're already failed.