Elegance-X is a family business store chain, which have been distinguished for luxury clothing since 1977. Timi has started working at her new clothe store Elegance + since 2008. Although her primary role is on retail sales, she is also systematically involved in promoting products through digital media. “The secret of success is between hard work and optimism” she says. Her aim is to expand her brand to the international market with pop art stores. I asked her what elegance meant to her and she answered by giving me her personal card. On the front side is the sentence: “True elegance for me is the manifestation of the independent mind”, Isabella Rosselini.