As a first generation fine jeweler in College Station, TX, the home of Texas A&M University, David Gardner and his wife, Julia, built a very successful jewelry business over three decades. But in recent years, they had begun to notice a change in the buying habits of their customers. David, in particular, recognized that, unlike watches (where brands were very strong), the consumer was more frequently asking for custom-made, one-of-a-kind jewelry pieces. In order to implement this change, David needed to redefine his business model and build capital by reducing aged inventory levels of both branded and generic jewelry pieces. The vehicle chosen to do this was a carefully designed inventory reduction sale event.