Eastern expansion is important to Mangelsen -- and it's in the works. The most recent store opening, in May 2005, in Chicago suburb Oak Brook, IL, is the easternmost by far. As for adding more, Mangelsen, who insists that he cares more about artistry and promoting conservation than how many outlets he has, isn't so sure. It costs a minimum of $400,000 to open a new store. But, says Henricksen, "You have to grow or you die."