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ejay2.0
ChainBreaker
This is exactly what they're aiming for. To peak interest with low entry and hype around a product and get increased sales on all fronts, plus the original.
Actually popped pass as ironically came up on the train to drop a cake off for the wife's birthday and saw the post. On sale today only, from 6pm, out the back of a mini 😂 Queues around the block as expected. Super underwhelming.
Did take the opportunity to try on the new(ish) Aqua Terra coloured range as they had most colours inside the boutique. Think they've ruined it for me though. They went back on the simplistic date window and have now released it with a polished beveled edge. Think the initial execution was much better and separated the range a bit. Interested to know why they switched it and guess this has contributed to them being a year late.