Are we being too soft?

Feedback from the crit was varied and really useful, the different format was quite useful for the initial stages. It really helped bringing up points that we hadn't considered. The Original concept on the boards shown is quite confused and I think we are trying to please H.Samuel with just tweaks to what they already have instead of redesigning and challenging them as a Jeweller. Are we being too soft? The crit opened our eyes to many more possibilities and questions to consider.

What gifts do a younger audience purchase?
How do other retailers sell to 18-35 year olds?
How is the packaging going to be appropriate?
What are we trying to say to customers about H.Samuel? Why should you shop there?
How will the designs accommodate to the wide target audience?
What do 18-35 year olds wear?
Does H.Samuel need a rebrand?
Consider your language used?
Are you being too superficial?

I think with much more to consider.. we first need to tie down our Concept statement before any development begins.