boris litwin jewelers was founded in 1913 by her grandfather boris litwin.is institution was run by her father and then her brother before foreman took over. >> it seemed to me that there were enough jewelers out there who did platinum, gold, ruby, sapphire, diamond. i was in the arts, and i wanted something a little different. >> foreman gave it a try with her mother's emotional and financial support. no one had expected the business to last after her brother's death. >> he had pretty much prepared the business to close after he died. he never guessed that i would run it. >> so, what did foreman do? >> we changed everything. >> foreman's daughter liz, who works in the family business, says the timing was right for her mother to introduce rings, pendants, necklaces, and bracelets that people might not find anywhere else. >> when you think of a brand, no matter what industry, it's always evolving and always changing, and this is a great example of a business that has really evolved. >> to make the turn foreman followed her heart. she didn't want to follow wha

. >> with the move to the second floor, litwin adapted a more web centric marketing strategy. blog foess, facebook and enews letter drives customers to check out the selection. >> customers that came here decades ago are still coming and then new customers, they are coming because some of them because of the social media networking and because the things they see on facebook. >> foreman cut hours and started taking appointments. she's only open four days a week. foreman says she has no plans to grow further. even when taking into account success. she's scaled down for now and she's liking it. >> i just wanted to be small and be nimble. i think you have to find your own niche. the big boys are so big and they have such deep pockets, how can you butt heads with them. who wants to even. >> every year angel investors deliver billions to start-ups. some of the most successful companies were fund bid angels. ford, and amazon.com w. three secrets for winning over angels is david, the chairman and ceo of gust which operate as platform for early stage equity investing, and he is a foun