Expressing romance and appreciation through bridal jewelry and gift giving is very important to our customers, as is self-reward. J&I Jewelry believes customers associate our brands with high quality jewelry and an outstanding customer experience. J&I Jewelry increases the attraction of store brands to customers through the use of branded differentiated and exclusive merchandise, while offering a compelling value proposition in more basic ranges. In all aspects of our business, J&I Jewelry follows the operating principles of excellence in execution, testing before investing, continuous improvement, and disciplined investment.