It's so interesting that that was so recent that you said that you heard that at JCK and that so quickly it was proven to be, I don't know about misleading, but inaccurate, I guess is kind of the term.

And like the business of jewelry report that Hill & Company puts out every year is about to come out.

And yeah, and you're going to hear it first because I just named it last night, which is...

Let's go! yeah baby the adaptation odyssey that is what it's called this year because every year it's about like i have all this exposure you know right from hong kong to san francisco to all over the world brazil you name it where i've been in the last 12 months and i'm like this is the through line and the through line today and we also do like the business of jewelry round table like this um once every other month we have an invitation only um leaders of the industry round table where we all get together and we discuss a challenge or a framework for growing business at our industry.

And we have one guest from outside of the industry that's giving a fresh perspective from cosmetics, from Harvard Business School, from Bain and Company, you name it, you know, someone from the State Department, you know, whatever.

So we have all of this exposure And then at some point, right before it releases, and it always releases by August, I kind of go, this is what's happening this year.

And one of them was called Breaking the Chain because all of the manufacturers wanted to start making brands.

And then take action.