The company's fortunes have been radically changed by lace bracelets--trendy, affordable accessories that sell for less than the price of a big pizza pie.
With the brand's popularity comes a halo effect--meaning status-conscious bracelet buyers are willing to buy other Cruciani products, as well.
Brand buzz is being built through social media marketing: 15,000 Facebook likes and 6,000 Twitter followers, not to mention Pinterest pins and some YouTube videos. There are also any number of unofficial 'how to wear your Cruciani' videos circulating, as well.
Style is driven by word of mouth, and every time a celeb is seen with a Cruciani bracelet, people notice and spread the word--and queue up to buy the latest design.
