When I was growing up, my friends mother  decided to open a boutique. Ultimately, nothing special she simply wanted to sell some delicious homemade chocolates (to this day I still dream about them!).
I recall helping implement some things such as, lining of shelves, painting and on a special note, helping to carefully place all the beautiful and delicious treats in the window. When all of this careful planning she then just opened the doors and she was in business! Never a thought came to advertise beyond word of mouth.
Fast forward 15 years I wonder how she would fare these days. She had a wonderful product, at a reasonable cost. There was absolutly no one kinder and more reasonable when it came to last minute rush orders. And yet I wonder if she would be able to re0open her business these days with her simple motto;"They will come because of the smell. They will keep coming because of the taste."