“The best way to get a woman to fall in love with a piece of jewelry is to get her to try it on,” said co-creative director Rob Rich. “We took that concept outside our store by placing jewelry decals on restroom mirrors in upscale restaurants throughout Seattle. Women could try on diamond earrings, Rolex watches and diamond pendant necklaces when they entered the bathroom. We also placed cards with store locations, the name of the jewelry they tried on and an incentive to visit a local store, on the counters under the mirrors.”
