Retail stores are highly susceptible to the spread of germs and illnesses as people come and go regularly, and there is often a high interaction between customers and store staff. This risk is elevated higher when the items being sold are personal, and customers need to ‘try on’ before making a purchase decision – such as Rolex watches and diamond earrings. Birks wanted to protect their staff throughout the behind-the-scenes areas where they congregate. Adding an indoor air cleaning solution as refined as their brand and one that provided clean air that is as stunning as their precious products would help.