lemonis: so i'm taking these guys to north bridge mall, and i want to take them to an empty space, and want to challenge them a little and see what kind of ideas they have. ultimately, the reason i brought you guys here is we can come into a space. you guys can put all your web pictures on one wall, your branding, and then you're going to show me what you would do with this space if this was a store. i asked them to print up images from their website because i wanted to understand in one clear picture what their branding looked like, and let's see what the cohesiveness is and what the theme is. aristotle: all right. let's use this just because it's ... lamar: yeah, [indistinct]. aristotle: yeah. while we do this, if you want to start conceptualizing. lamar: yeah. lemonis: i think he already began. is this the about ellison section on the website? aristotle: yeah. yeah. lemonis: so can you read this to me? aristotle: "we set out to create a sunglass company that embraces a natural act of loss. when we lose something as people, we often find something special in the process. fear of losi