The simple price point strategy began as an experiment at one location. A Bijoux Terner kiosk at Miami International Airport had been underperforming and was on the brink of closing. In a last-ditch effort, Rosa Terner decided to try to sell all of the store's products at $10. The experiment was a resounding success. The struggling store sold five times more than usual and, in just a matter of hours, ran out of merchandise. The experiment led the company to introduce a simple price point strategy at all of its locations. In the United States, the company applied a $10 price to its products while, in Europe, they sold for €12. Today, prices vary slightly depending on the market. Even after a decade, the simple price point strategy remains an enormous success. Since its introduction, Bijoux Terner has grown 15 to 20 times its original size.
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