. >> these events proved to be much more ben fishial than any public relations or social media campaign. >> that thick happened to be something also that the town was in need of. >> they originally created six selections to get customers to come back to the store. >> if we only sold candles, we wouldn't attract the diversity. you had to give them note cards and handbags and scarves and all the other thing. >> while the season app launch is now 4. the constant reinvention has become a trademark and a reason for the customers to return. >> evidently everyone who's in this town, how do we make it interesting for the five people, the let's change it ore and have a new collection and those five become ten become o 20. >> it allows ron and ken to see clients interact with their products. >> you immediately as a designer see a reaction to something you made. you prototype it. it's on the floor and you see, does it leave earthquake, do people touch it? >> for customers, the future of the business is personal. >> easton has totally made us. the community members support us, they inspire us and m