Nassau, Bahamas - When Jewels by the Sea wanted to introduce a new award-winning jewellery line, store owners could have taken a few ads, sent an e-blast, mailed cards to clients. Instead, they pulled out all the stops, creating an evening worthy of the piece that had just swept an annual jewellers competition beating some 430 other entries to take the top  prize.

Fine food, butler-served. Sultry songs and live jazz. Tents with silk and satin draping. Twinkling chandeliers. Subtle orchid lit furniture. By the time the event was staged, the store on West Bay Street had been transformed into a galaxy of soft lights and sheer luxury...