ORO has launched BRILLIANT SHOW, an exhibition installed inside its own jewelry salons. Nine salons are taking part, showing work from eight brands, and the number of pieces on display approaches a thousand. Staging it across the chain lets customers compare several makers' collections in one trip instead of hunting through separate boutiques. Diamonds take the lead in the selection, judging by the name the organizers picked. The retailer is promoting the event both in-store and online and tells visitors it is something worth seeing in person. Shows of this size are not everyday fare for a retail chain, which is exactly the angle the marketing leans on. Shoppers get to browse everything in one place, with staff on hand to talk through prices and settings.