Vanity sizing has long been a headache for female shoppers, particularly with variations in the shape of dresses as well as size.
A high, enthusiastic screeching arose from the predominantly female shoppers gathered around the edge, whose numbers had now swelled to exceed the Strong supporters.
The new branding and lay out aims to attract more female shoppers who research shows feel alienated in the larger stores.
On Friday, a bomber blew himself up at the entrance of a Jerusalem supermarket, killing a male guard and a female shopper.
She was rising, reaching to put them back on the display board when a female shopper passed, oblivious to the problems of the jeweler.
Frantically he rushed from store to store, searching the faces, staring at any male head that showed above the mob of female shoppers.
He rubbed shoulders with the crowds of female shoppers, but he concentrated on the occasional man.
Single male and female shoppers, for example, plan little and buy impulsively.
Both of the female shoppers had stopped eyeing food by now and were shamelessly eavesdropping on the conversation.
The store was very popular with female shoppers and office workers from the area.