In July 2005, PNJ, the leading jewelry manufacturer in Viet Nam, wanted to create a new product line of silver jewelry. They recruited a famous marketing company for a marketing plan including designing an interior style of the silver jewelry stores. At the deadline, Mr. Thang, the director of the marketing company, was not satisfied any concept from his interior designers. He called me asking for a help even I wasn't a professional interior designer. I only had few hours to prepare a concept in the morning and had to present in the afternoon.

In the afternoon, I came to PNJ office with Thang’s marketing team and presented to an experiential committee in fifteen minutes with only one page of my concept. Ultimately, I convinced them that my concept is the best for their current circumstance. They gave me two days to finish the concept drawings. Then I worked two days overnight in weekend. Finally, I did a satisfied concept and created a chain of thirty PNJ Silver stores in the whole of Vietnam one year later.

In case of the design, I got an amazing success because my concept matched the client’s requirements: 1)They wanted to launch ten stores of the new brand within a month - I designed series of modular cabinets allowing mass manufacture quickly and flexible arrangement in different sites such as a townhouse store, a department store, or a fair.  2)They wanted a new style in store operation comparing with other brands at that time - I created an open-space enhancing sellers and customers interaction (at that time, most jewelry stores in Vietnam used to be built in close-space style).

In sum, studying to understand client’s circumstances and working to satisfy their requirements will bring more successes than just creating fancy designs in view.