J.K. Symancyk
Yeah. I mean, the AUR growth really has been across the business. And I think the fact of the matter is there's two different dynamics there. In bridal, I think it's consistent with what we've talked about. The stability of cost and price and really to the degree there is a decision that customers are making relative to natural versus LGD. They continue to trade up in size and LGD and that hasn't really changed. I think we've pointed to a little more predictability and stability to that, but that trend is pretty clean. On the fashion side, even though we are talking a lot about $250 to $500 price point being a key driver of that business, it may sound repetitive, but LGD is an expansion of the use case of diamonds into fashion and really does create a trade-up opportunity and spend that you know and I hesitate to say trade up because that choice is a little more discretionary and but it really is opening up a new avenue of merchandise, and that's helping drive AUR for us. It's part of where we feel like there's an opportunity for growth. As far as the consumer, I think we said it. There's resiliency there. And what we're seeing in AUR increase is more about making sure that we are aligning to the right trends and sort of matching design and the need and wants of consumers. I think we do that. Consumers are showing the resiliency to spend on those things that they really want. And if we fall short of that, then that's when I think some of the pressures around AUR or promo start to creep in. And so we continue to put that focus on the right assortment at the right time, at the right value proposition for customers. And I think we'll continue to see these kinds of trends. I know, the one thing I would call out though as it relates to AUR. I think we expect it to be up, but the growth of fashion at a lower price point in aggregate will moderate AUR in total for us. And so I think part of our job is to really dimensionalize that within our business just so that we're not giving a false read, so to speak, on what the health of that looks like, within our business overall. As far as your second question, I think marketing, overall, I mean, for us, and we talked about it, our cost up slightly, but with a 30% increase in impressions, that's important for us because it really does help market to a new set of customers, and our world. I think it's a that's gonna be critical for us as we move forward just it'll expand our universe and we do think that obviously, guide sort of allows for a little bit more dynamic consumer environment and we're prepared for it, I think it'll be for us to make sure that we are really targeted and in both our spend and our audience. You know, the interesting thing is we continue to see an opportunity to pull back on promotion, and I think that's gonna be really critical to kinda cut through some of the noise for the holiday and make sure that we're much more focused on what the key drivers are, how do we hit key price points, and then ultimately, how do we leverage those windows of demand and strike the right balance between a more traditional top of funnel spend, but the continued expanded reach in digital that we're seeing drive the business right now.