How do you restore luster to a once famous brand that had become associated with Tchotchkes (translation knicknacks) back to a preeminent name in bridal jewelry? Give it elegance. Infuse it with authentic emotion. Understand she's been fantasizing about this day – how he’ll ask, what she’ll say, where they’ll be and of course what the ring will be like. Know that he doesn’t want to blow it. Creative Director Susan Hunter and I created a dual strategy that turned luster into lust. The result: Keepsake is sold to Wal-Mart where it is the #1 diamond jewelry brand.