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Because there are no other Jewellery antique stores in Calgary, Lafrangia has a strong competitive advantage over all of its direct and indirect competitors. It will be the first store of its kind to offer jewelry that is resale, restored, refurbished or designed as a distinctive line. Customers will come to LaFrangia to have their jewellery redesigned into an heirloom quality treasure that can be handed down to their loved ones. Or they can choose a one of a kind treasure to give as a gift.