JewelCo has a single line of business, making costume jewellery for the entertainment industry. When evaluating new projects, JewelCo uses WACC plus an appropriate risk premium. When evaluating a new line of tiaras for sale direct to the public, JewelCos CEO lists four reasons why the appropriate discount rate should be greater than WACC. Which of the following would be appropriate reasons to increase the discount rate? (select all appropriate reasons)

		Consumer facing businesses are more volatile and more sensitive to economic conditions than JewelCos usual wholesale customers.
		The new venture will be financed by issuing new shares in JewelCo.
		The retail stores being considered are all in Brisbane, exposing the company to the economic risk of the Brisbane economy.
		JewelCo is currently a riskier company than in the past because most JewelCo executives are over age 65 and may retire soon.