I think the marketing and slow release is a bit much. The hints, the big announcement (that was literally just the brand and nothing else), having to wait for Tatler to officially announce what product category, the early access sign up, the website isn't even up yet, you have to sign up for early access and wait almost a month... she's acting like a pop star rolling out an album. How many of her followers are actually that dedicated? I doubt many are spending the month eagerly anticipating eventually getting the opportunity to buy jewelry. I'm also curious about her pricing. I'm guessing the price range is £100-£300.