jean bar was a retail chain of fashion stores that predominantly sold denim, and it was owned by lady fullerm lady. i'm marcus, how are you? nice to meet you. lady had started the business with her deceased mother's inheritance. and she was determined to create a cool shopping atmosphere to honor her memory. you know, my mother passed away when i was nine, and she took her own life. she left me money and i wanted to do something with her money that paid homage to her. and i think on some much deeper level, prove to myself that my life was going to be different than hers. while her original intentions were right, she definitely got lost along the way. at its height, the blues jean bar had 13 locations. when i walked in, it had three. i walked into a very pleasant staff, but a very confusing business model. all right, the basic premise of the store is that you can't, you know, touch the jeans without us. do they actually say to people, "you can't touch the jeans without us"? yeah. mm-hmm. they can't walk behind the bar. okay. the deal that i made with lady was that i would put $900,000 in the

lemonis: lady fuller got the idea for a bar-themed jeans store while still in school and then made it a reality. lady: we are obviously a bar of jeans. you walk up and kind of order a jean like you'd order a cocktail or coffee. lemonis: the concept was a hit, prompting her to open up 12 more stores in just a few short years. but the denim game is incredibly competitive, and lady's aggressive expansion plus her retail inexperience created some serious problems. lady: these are super-dirty. that's disgusting. how the... did it get like this? lemonis: blue jeans are part of almost everybody's wardrobe. man: is this all girls'? lady: no, we do have men's jeans. lemonis: and i believe in lady's concept -- a specialty boutique for blue jeans. with tweaks and some refinement, i believe we can raise the bar and turn this into a national brand. i'm in san francisco to visit the flagship store. it's on a great block with tons of cars and foot traffic, and i'm liking the energy around here. -hi, there. -lady: hi, how are you? -i'm lady. -lemonis: i'm marcus. -how are you? -lady: it's nice to mee

fullers, even the few women who managed to get published were in the women's pages. the newsroom was a dirty, interesting place, but it was not thought to be an appropriate place for a lady and that is where she wanted to be. she finally gets the managing editor of the "new york world," to take a meeting with her. the "new york world," is owned by joseph pulitzer. who at this point is competing with other newspapers in new york city. one of his chief rivals is william randolph hearst. because the type of the news that started with the penny press is carrying over into the 1870's, 1880's, 1890's and will culminate with yellow journalism. which is this period of sensationalism in some newspapers. headlines get bigger and splash year. newspapers use more illustrations. the idea again is to draw in more people, draw up more readers. keep them coming back so we can charge more for our advertising. nellie bly gets a meeting with john cockrell and said we need to write about the poor and how they are treated. i want to cover these stories. he said, i will tell you what, you cover a story about blackwell's island, which was the insane asylum that was a very scary place to be, an