英国人拉特纳8年前接管他父亲留下的珠宝店。那时的珠宝店像华丽肃穆的殿堂。令一般顾客望而却步,生意清淡。拉特纳一改“只要西瓜不拣芝麻”的传统经营思想,把珠宝店办成普通顾客也能接受的廉价商店。在他的店里甚至有便宜到99便士的饰品,这在英国的珠宝店实属罕见,当时 The British Ratner took over his father’s jewelry store eight years ago. At that time, the jewelry store was like a magnificent and solemn palace. Make ordinary customers discouraged, business is light. Ratner changed the traditional business idea of ​​“as long as watermelon does not pick sesame” and turned the jewelry store into a cheap store that ordinary customers can also accept. In his shop there are even accessories that are as cheap as 99p, which is rare in British jewellery stores.