Jewelry stores are hard to separate. It seems that they all sell a range of jewelry and the only way to make them feel different (super high-end stores like Tiffany's excluded) is for them to show that they understand you. But how do you do that while elevating the brand? Bailey, Banks & Biddle has a long tradition. We wanted to use that truth to show that we understand why people buy jewelry. It's rarely the object. It's the emotion. And that emotion is usually tied to a reason or a moment. We built our campaign using the "Since 1832" tagline. Since that's what resonates with people.