Glamourbebe, I learnt the mistake when I went to the Jimmy Choo launch day. Stood in a huge line for 10 min., decided it wasn't worth it and went home to order it online instead. But honestly, there's no rush - once the hype has died down there will still be plenty left. I also think a lot might buy a whole bunch because of the hype, but once they get home and have tried it on, they actually return a lot. That's the impression I have gotten and both the Jimmy Choo and Sonia Rykiel underwear lines was discounted approx. 2-3 months after its launch. I didn't even buy any Sonia Rykiel until now where everything I wanted was approx. 50% off.