Michael C. Fina

545 Fifth Ave., New York CityThe idea for Michael C. Fina’s “Milestone” windows came, as many great ideas do, in the eleventh hour. With a pitch meeting fast approaching, the company’s creative at large, Meredith McBride Kipp—a newlywed herself, with just-engaged friends all around her—whipped up a wedding proposal for the ages: Tell your love story in our Fifth Avenue windows. MCF would pull out all the social-media stops to solicit entries, and the four winning couples’ stories would be displayed in the store’s massive midtown Manhattan windows. Not surprisingly, the powers that be gave it their blessing and said “I do.”Competitive EdgeThe pool wasn’t limited to Fina customers, “but we didn’t want to be advertising our competitors,” says Teegan Conti, MCF’s PR and special-events coordinator, “so we opened it to anyone who had a ring we sold in our store.

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