As for why Yoon went with this particular initiative to launch her brand, she says she's aiming to gain customer's trust. "Jewelry is a very crowded space. We get it: it's scary to buy a $200-$300 solid gold jewelry from a brand that you've never heard of. So, we allocated some of our budget to run this campaign instead of running traditional ads," she explains. "This idea actually existed for awhile — you'd usually see them on late-night informercials — so we just applied it to today's medium. We know people will trust us when they get a chance to feel and try on our products."