Simayof Jewelers have been in the diamond business since 1928, carefully crafting their way to be leaders in the industry, and an important cultural icon in San Francisco. Their advertising needed a face-lift for the holiday season in 2006. To attract a wider customer base, while needing to appear extremely similar to their previous advertisements, they did not have time to create a marketing buzz around an entirely new campaign, so a significant evolution occurred, without revolutionizing the look of their advertising.