How can an independent jeweller hope to compete in a crowded marketplace dominated by power retailers and national chains? When you consider retail jewellery chains in Canada, the high-end chains are destination locations that offer quality products and unique styling within a well-defined brand and typically elevated levels of client care. The mid-market jewellery chains boast wide selections at competitive prices and locations in most major shopping centres across Canada. I want you to consider this question: When a shopper enters your store, what is the collective mindset of your team? Let me illustrate this point with a scenario in a different setting.