The concept can be overlooked if you don't walk in and speak to a sales associate. Their flag ship or main feature is to have items customized with swarovski crystals. It is a great idea, cute concept. It can get pricey depending upon what you want however a nice gift idea for someone who has everything.
They lose a star because without speaking to a sales associate you really would not know what the store is about.
They lose another star because I wanted to purchase a necklace (which they had TONS of) however the one I wanted the chain gets caught on my hair. There was another chain that they seemed to have more of, I asked if it would be ok to change and they wanted to up sell me. I thought that was ridiculous since they had so many of the same chain.