Hi, my name is Lewis Howes and welcome to the Daily Motivation Show.

All of this was happening and I realized I had to change my business model.

Otherwise, we were going to fail. I was going to have another failure under my belt.

And so I remember walking into my office and saying to my team, if you guys are with me, it's kind of like the Alamo where you draw the line in the sand, you know, the Texans, so we all know that story well. But it's like if you cross the line, if you're with me, if you're not, I totally understand. And it was like, I, we're going to change our business model. We're going to still have our wholesale customers. We love them. But we are going to focus on direct to consumer. We are going to build a website that is actually not just information, but e-commerce. Not just publicity. Right. It's actually an e-commerce website. We're going to create, which we had color bar, which was this customization tool where you could pick the stones you wanted and put it in any setting. We're going to create, which we had color bar, which was this customization tool where

you could pick the stones you wanted and put it in any setting.

We're going to create that tool online, and we were going to open a retail store.

When stores all over Austin were shuddering, I sign a lease for a store with an office above

it.

So you'd walk through our retail store to get to our offices.

I was like, this is going to be our laboratory. This is how we're going to learn about our

customer. We're all going to work in that store. We're going to ask her what she loves, what she

hates, what she wants more of. She's the boss. We have got to know what she needs and wants

so that we can build the best company we can build.

Not knowing that what we were actually doing was going to have this huge retail company.

Because I said, if we're going to do it, I hate jewelry stores. I hate the way they are. I hate everything's under glass.

I hate how judgy everyone is when you walk in. I'm in timmy, snooty. I said, I want to

take all that away. We're going to have jewelry freely displayed on the tables where our customers

can touch and feel them and try them on. We're going to create a real color bar where they can sit

at the bar and drink champagne and eat a cupcake and watch their jewelry be made in front of them.

Wow. We're going to be totally disruptive in a space that I did not personally like as a consumer.

And I remember people saying, Kendra, that's not going to work.

You know how much you're going to lose?

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