b'Lauren Eulau and Paul Schneidercuration. Seattle is different from Portland.grew, and the Twist customer was no longer They didnt just replicate a second location.This store is a point ofonly a Pacific Northwesterner, but anyone They are very tailored to their clients andfrom around the world. Schneider and who they see as their brick-and-mortarviewWe dont say weEulau invested more and more resources customer in each location.have great taste; this isinto their digital storefront. Around the same time the Seattle storejust what we like.It was not that long before we realized was opening, Twist launched e-commerce.we need to treat this like a store of its own At that time, few com-PAUL SCHNEIDER with its own inventory, its panies sold luxury productsown staff, its own space. online, let alone precious[Today], we really run our jewelry. Many well-regardedbusiness as three stores: Port-jewelry stores would takeland, Seattle, and online.decades to follow suit.Currently, there are more Schneider says they didntthan 20,000 items available necessarily foresee theto shop on TwistOnline.com. exponential growth of onlineFive employees work on sales, but a simple websitethe site full-time, including seemed a logical next step intwo photographers who, be-the early 2000s.tween them, are there seven We were too nave todays a week photographing be intimidated by [e-com- every new piece of jewelry. merce]. We always thought,Its not a surprise to Wa-It cant be that hard.terman that Schneider and Putting one metaphoricalEulau are exacting in their foot in front of the other,The Portland stores bridal salon. Just as they hadnt anticipated selling fine jewelry, Twist owners Paulwebsite standards, just as Schneider and Lauren Eulau didnt have an interest in bridal originally. That changed when they encountered online capabilities and salesunique pieces from exceptional designers. they are with their stores. The building that houses Twists Portland store was originally built in 1910 as a brewery.NATIONAL JEWELER 33'