.38 specials. >> any time you add customer demographics to your industry, you're going to make more money because you're going to get more clientele. >> bringing in women isn't the only reason her store has thrived. diane credits her savvy investors for choosing to put their profits back into the business. >> well, i got a lot of different guns here and different calibers. >> that's how you run your company. you do not take no for an answer. you will bargain somebody down. by the time someone walks out of the door, you've got what you wanted. >> most of the time, yeah. >> after 17 year, diane may be full of bravado, but she still remembers how overwhelming it felt to start up a business from scratch. >> when i came in knowing nothing about it, i literally got down on my hands and knees and gave the business to the lord and said, you got to walk me through this because i don't know what i'm doing. and he has been, you know, my support, my wings all the way