Apart from the need to develop a robust franchise system, Love & Co. also needed to dispel the notion that jewellery franchise is both a difficult and expensive business for franchisees. Hence, A. S. Louken developed a viability franchise financial model that fulfilled the two objectives. A one-of-a-kind business opportunity was presented to entrepreneurs who wished to break into the ‘luxury goods’ market. Currently, Love & Co is planning entry in Asia as well as the Middle East.