00:00Over the past three years, gemstone usage is up 26, yet target line sales dropped nearly 30%.
00:08Consumers don't want more luxury. They just can't see your brand identity.
00:12I split the founding motif into six line sets, keeping its signature look and cutting front
00:17weight. The linking structure extends to earrings and bracelets. Material costs are lower than the
00:23old plan. How did you know we wanted to bring back elements from the brand's history?
00:28I didn't. Your customers, public interviews and sales data told me.
00:33Three weeks ago, we decided to shift next season's strategy,
00:37reinterpreting our heritage through modern design. That decision was never made public.
00:43Your judgment was right. We're resuming the partnership and signing an annual order.
00:49For the next series, we want Ella as lead designer.
00:51I'll move the remaining designs forward through the formal project process.
01:00And they named you to lead the entire series?
