“What’s winning still today is design. It’s all about design. Stones are stones. You can buy them almost anywhere today. So it’s all about design, it’s how you wear them, how you place them. So that’s what we’re doing. I design jewelry for people…. My idea is to give the ‘wow’ effect. If a princess comes here and I can show her something and she goes, “Wow, I have never seen anything like this in my life.” If she’s been shopping for the last 25 years, she’ll have seen everything. That’s my success.”