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every aspect of the relaunch party, from the invites to the decoration and the gift cards. so then this is the gift card? yeah. this is the discount card for press and vips. so we need to talk about whether you want are you happy with the thickness and all of that stuff? reporter: she doesn t want to settle with the industry average. when s been seen and done. does the job. more options. reporter: she wants her team to think outside of the box. i would rather have nothing than something that i thought was weak. reporter: she wants them to make their mark. so important to stand out. to be different. and to be unique and to have our own character. next week on the boss. michael wu tells us how he attracts and maintains customer loyalty. in new york, richard braddock