. >> that's helen bowlwick. a partner at san francisco-based newport group where she advises ceos at top retail chains. >> as i looked at your overall business t silver business is doing almost half of your total sales. >> true. >> okay so. your silver business has about 70% of the inventory. you need all of those? you need them all? >> the way i've done it is -- overdue it in terms of certain items but i like to be -- somebody want as chain i got them all. >> like many entrepreneurs joe has always believed that more selection means more sales. but that's not how helen sees it. >> i've been a buyer for the largest retailer in the world, and that's macy's and everything that we did there and everything that i learned was about reducing your assortment, not expanding them. >> as they examine all of the shops it became clear that each one has large amounts of unsold inventory. >> to make it easier for the customer to buy is to just narrow up some of this. narrow it up. >> helen's first recommendation, get rid of th