. >> retail sales expert helen bowlwick. a partner at san francisco-based newport group. advises ceos at top national retail chains. >> as i looked at your overall business, the silver business is doing almost half of your total sales. >> true. >> okay? but your silver business has about 70% of the inventory. do you need all of this? do you need them all? >> the way i have always done it is overdo it in terms of certain items, but i like to be -- if somebody wants a chain, i've 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. that's macy's. everything we did there and everything that i learned was about reducing your assortments, not expanding them. >> as they examined all the shops, it became clear 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, huh? >> narp oh it up. >> helen's first recommendation -- get rid of the slow-selling