The Perplexing Case of Puig Doria In August 2015, one week before the arrival of representatives of Daimatsu and Itochu Corporation-Japan!, Miguel Villar and Josep Maria Puig Doria? sat down to discuss how negotiations with the Japanese had gone to date. It had been almost two years since Puig Doria was first approached by the Japanese, who were interested in selling his designs in Japan, yet both Villar and Puig Doria were somewhat uneasy about the way things had developed. Background Puig Doria is a prestigious jewelry establishment located on Avenida Diagonal in Barcelona, Spain, the Fifth Avenue of the city, where it is surrounded by other retail outlets featuring the products of several internationally known designers, such as Cartier and Yves St. Laurent. The proprietor's growing renown had prompted him to open the large, elegant and exclusive showroom for his designs and the location of all of Puig Doria's administrative and commercial activities. Puig Doria extended the care he put into the design of his jewels to the environment in which they were displayed and sold. He felt this was just one of many important details surrounding the creation and sale of a high-quality jewel. As a result, the Puig Doria store was color-coordinated in grey and chestnut and each jewel elegantly displayed in individual, carefully-lit exhibits set into the walls throughout the establishment. The store staff was also elegantly dressed in grey and chestnut, wearing shirts especially designed to show off jewels they might be asked to model by a potential client. Past Export Activities In 2001 Puig Doria designed a line of economical silver jewelry to be produced in quantity for export to the United States and Germany under the Puig Doria name which, by 2007, was selling overseas in sufficient volume to justify a continuing effort. Puig Doria was compelled, however, to seriously curtail export activities when in a serious breach of company loyalty, a former employee began producing and selling copies of the designs without any licensing agreement. Puig Doria was strongly affected by this incident and began to feel that this particular type of export activity made his designs