>> some of the increase in profit comes from cultivating a whole new class of customers. women. >> the majority of women you know, do feel more comfortable talking to another woman about firearms. >> do you attract more female customers? >> i believe yes we do. but it's not only just because i'm here. it's because my guys. i have a great staff here. they have their days when i would like to wring their necks. but-day have a great staff. and they listen to the women. >> theresa, diane's number two in the stonewall back office, agrees. >> every day you see more and more women coming in. you see whole families coming in. not, it's a lot different than what it was when i started here two years ago. >> you're going to shoot together? >> yes. >> you need anything? >> a box of shells. >> a box of shells, .38 specials. >> any time you add another