 And Chrissy Teacon's a big fan of yours. She's on your website. Yeah, she I mean that was a story. We had a team retreat once and that was like this was before I think Chrissy Teacon really blew out but we were we felt like she would be if we would have any influencer. I wish we didn't do much influencer marketing. She would be our girl. So we just started like researching who is her manager. I actually I think had a meeting with one of her not her direct manager but like a publicist or something and for her to do any post at that time it was like $250,000. Wow. That's steep. Like okay so that's out of the question. Yeah. So then we just started sending product to her manager to any address we could get our hands on and six months later like we get this amazing tweet that's like very hard to top you know in terms of endorsement for our brand and like how much she loves it and she tells everyone who comes over to drink it. So what kind of a bump did you see after that? It was pretty significant both on Amazon and our website. Would you say it was worth $250,000? No, it wasn't worth $250,000 but it was definitely like a great endorsement. Sure, sure. I saw a statistic yesterday that made me think of this 80% of companies are overspending in advertising and so it's like if you think about it that way you know that $250,000 you have to be really sure that what you're going to get in return from that is $250,000 and I think the way that you did it and the way that she ended up tweeting about it was in fact better because if this was like a sponsored post people can see through that. Exactly. This seemed genuine. This was so genuine. It's the best type of endorsement you could have got received right and it was a very pivotal moment for the brand and the company. Like the first like the fact we were able to reach her but second the just like the aftermath because it wasn't just that spike that week then we were published as like her favorite teen people magazine and all these other outlets and that just like... Now you're brand building. Yeah, just like really yeah having a great foundation for brand building the credibility that you like always wanted to receive. Did you reach out to her after that? Yeah. And sent to like further the... Yeah, so her team was like she never does this like if she had to go through a lot of hoops to actually like tweet that because... What? Yeah. She doesn't have... She seemed very random. Well I mean other thoughts are but she endorses a product because nowadays like she was always paid for it. Right. So she had to basically tell her people like no I just I'm a fan of this brand like I want to give them some love. Right. So I'm doing this. So then we were talking to her team about either an investment or like a future collaboration on a line and so those conversations like I wouldn't say they've stopped you know so we're like figuring it out what to do next but I was telling you know some of our investors it's almost like we got the holy grail of like her being just a friend of the brand and being so natural in her endorsement. I'm like I think anything else would kind of erode that. Sure. It's almost like you don't need the investment from her at this point. It's only like if we were to truly do a collaboration on the line or something. I mean what I love about the story to some extent is also it just shows if you make the product that good right then your ad spend doesn't really matter much because your product can be it can speak for itself and so like Boy smells with the candles like Casey Musgraves puts into their DMs that is not a paid partnership and they made a candle together called Space Cowboy and like that's pretty cool but it's because he puts so much emphasis on the product. Yeah it's true I mean you know and I think we would be in the camp but like at least right now some of these avenues are limited so you are spending a lot on marketing yeah but if you really go back to the basics but part of that is you know you have to reach that person first to get them to try your product and that's the hard part it's like people have so many gatekeepers these days so even to get to Christie it was just like you couldn't get into the front door so you try the back door side door like literally every door it's the same thing when we got into Oprah magazine it's not just like you know you get in like so I've sent a package every three months like we're sending you know we're sending product we're sending it to like not just New York but like these other avenues you know and then like through another connection that's when we finally got in but there is like an engine behind all this you know