BriDesign will sell engagement rings and bridal jewelry. The stores have no inventory as the jewelry is designed entirely to order by the client. Individualized design means individual orders and, thus, no inventory. Capital requirements are exceptionally low, risk is minimized and the model is highly scalable. First mover advantage drives an aggressive roll-out: 315 locations in 5 years, $1.0 billion in revenues and a 22% EBITDA return.