GABRIEL: It's direct mail by ZIP code. We're going to half a million homes every week. These days, if you look at the competition out there, all the chains, the mass market, they're out every single week. So to be competitive, you do, too.

HATTIE: Patricia, how old are you?

PATRICIA: I'm 24.

HATTIE: You're 24, and you're on your own (in this department). Are you doing as many dollars per square foot in this little corner as he's doing with his vitamins, for example?

PATRICIA: Sure.

HATTIE: Are you sure?

LUIS: No, she's doing more.

PATRICIA: Well, our fragrances are a higher priced items. And our fragrance department has really taken off. It's done even better over the last couple of years. But, you know, I think it's due to the variety that we have. We pretty much have any fragrance that you're looking for from any department store, we have it. From Estee Lauder to Calvin Klein to anything. And we've always tried to maintain that. It's a very important part.

HATTIE: All right. Do you have any research that shows you that Hispanic women use more fragrance, have more choices, buy it more often than the general market?

PATRICIA: Well, the Hispanic woman concentrates very much on cosmetics and fragrances. You'll never see a Hispanic woman step outside of the house without makeup on.

LUIS: The Latin woman is the number one consumer of makeup.

HATTIE: So what do you think? You think she's got the merchant soul, she's going to make it?

LUIS: I think she does have it. I think she's come a long way from when she started. And I think she really enjoys what she's doing. And does--she's the type of person that puts her heart into her work. So I think she has a great potential. I think she has a great future.

HATTIE: Is it in you?

LUIS: I mean, we have a great future with her.