Credited for bringing to the country the novel concept of "gold and diamonds by the gram" is Mrs. Edna Lhuillier. The concept is patterned after the "by the gram" concept of selling made famous by the stalls on New York's 47th Street. This retail concept was first introduced in 2005 during the inaugural of the first Just Jewels store at the Glorietta 4, Makati City. Since then, other Just Jewels stores have opened their doors to allow more jewelry lovers to enjoy this novel retail experience.