Sometimes in business you've got to be gutsy. Quite often there will come a point when company owners must decide if they are happy continuing as they are or whether it's time to put the lot on the line and take it to the next level.
Of course, such a decision is relative to markets, contacts, economic climate, and so on. It is also dependent on whether the chief executive in question is privy to the possibility of further untold riches and if so, whether they are aware of how to acquire them.
A recent article in CNN Money entitled 'Bringing Icelandic fashion to the US: An Icelandic designer seeking a broader market gets a visit from our Makeover squad', focused on this very thing.
Steinunn Sigurd and her desire to expand her successful fashion company Steinunn is the focus of the piece.
Already doing well with her Icelandic landscape-inspired items, Ms Sigurd needed some tips on how to make her product widely accessible.
In searching out such advice, she has found herself on the highly-read pages of CNN Money which will no doubt go a significant way to helping her in her quest for increased exposure and success.
Having worked in top fashion industry posts for global labels such as Gucci and Ralph Lauren, Ms Sigurd knows what she is talking about.
This is easily recognized by the fact that her company generates more than $1 million in annual revenue and has 24 high-end stores across the world, including one in New York City.
So, she's not doing badly. But to take it to that next level is a real risk and one that she felt she needed advice on.
CNN Money's Makeover team in this instance was made up of Alana Varel of international PR firm Starworks; Alissa Emerson of New York boutique Edit and Professor Ketty Maisonrouge of Columbia University.
The advice from Ms Varel was to get her products seen by a wider audience. In the celebrity-obsessed age in which we live, Ms Sigurd should use her famous friends to get her clothes noticed.
Ms Emerson suggested that Steinunn should hold one-day shows and clinics at its stores to better understand the products and their demographics.
Professor Maisonrouge, meanwhile, said that even though the world is struggling against the perils of recession, expansion is certainly a possibility and encouraged the fashion designer to seek out investors as quickly as possible.
Having spoken to all three, Ms Sigurd said: "I'm hopeful. Before the makeover I had no idea whether to expand the business or keep it small and intimate. I think I'm ready to take it to a grander level, and for the first time I understand the components needed to do that."
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