But as determined as he was, he launched Something Store in 2007 and started his new business venture from his spare room in Brooklyn; he sold 1500 items in first two months.

So what exactly does he sell?

Anything under the face of the earth, it can be an iPod, a bracelet, a shaving machine, an alarm clock, a coffee grinder, a bonsai or a tie. All the products on somethingstore.com are mysterious and the buyers have no idea about what they've ordered, the mystery unveils only when the product is shipped to their doorstep. Are you beginning to think of it as a stupid business idea as well?

In fact it is a very original and lets say...risky business idea. All the products on his site are for $10 flat, and the buyer has no idea what they might end up buying. This idea sprung in Sami's mind when he was browsing the internet for a birthday present for his friend, after wasting 2 hours without success he asked himself "what if someone else decides a fun and interesting gift for him?" And that is when he decided to launch Something Store.

"So if you have an idea, that's sitting on the back of your brain, in the "crazy" or "wacky" folder, don't wait any more. Give it shot, try it. I have firsthand experience that you really have nothing to lose, even it fails. Because we want and need crazy ideas, wacky and fun businesses." believes Sami.

He decided to price all his products for $10 because it seemed like a reasonable figure for a product that people usually buy out of impulse and curiosity. Another reason why this idea has worked well is because his customers are not bounded by a specific segment 'coz who knows what the package might contain; moreover, it frees the customers from the whole hassle of selecting a particular gift item.

A very fascinating concept indeed that has surpassed the traditional method of selling by generating thrill with element of surprise among its customers, and the best part is that Something Store does not have to bother about exchanges, refunds or returns because they are delivering something that they didn't promise at first place.