Aerenhart’s biggest task was combining the online store with the physical. That was my understanding of why she was hired. Before that there were many walls between the two retail arms of online and physical.

Ive was the one behind the 15k watches. He wanted the in store experience to be like a jewelry store. They also brought in his friend that had been doing hi end watches and bands to help with the watch design. Beonce got an 18kt gold link band along with her watch. You can only imagine Ive’s glee at the watches being on the cover of Vogue.