When I named my store many people found the name confusing. In this age of disposal goods, buying something to wear as an "investment" seems foreign. Consumers forget that it is not what you pay for an item but what you pay per wear that counts. A cheap dress that falls apart after a few outings is a lot more expensive than one that last for years. This fabulous "investment" jacket can provide a lot of use dolling up a simple black dress, or a skirt or pants.