The reconceptualization was very well received, these were just a few comments from focus group members, who'd said they were not interested in any way in the original product:

"Wow that's actually a cool idea. Are they in stores yet?"

"That reminds me now of something I'd find at Neiman Marcus. It looks expensive. It looks cool. It looks like luxury, and it's somehow cheaper. I think Neiman's when I see it."

"If you'd done THAT transformation for my company, I'd say you just saved my business. I'd buy THAT. Especially to keep in my desk at work."

The owner of Just in Case and the products are hopefuls for a reality television show next spring.