In this town, if you're looking for an engagement ring somewhere in the, let's say, $60,000 range, you go to Smithworks. Lewis Smith is pillar of the community, trusted for generations, and a favorite in the zip codes where zip codes mean something. But Lewis wasn't ringing bells in the young-love-first-marriage demo as much as he would like to (second, third, and fourth marriages were still strong) so he asked Whipp to help position him as the premier engagement ring retailer among the town's A-list under 30 set.