Michael Wilson, co-owner of State Street Jewelers, and Stephen Carlson of DVG Group, which helps the company with marketing, decided to decorate Christmas cookies with pearls, diamonds, and sapphires—instead of the usual sprinkles. They won the cooperation of Robin Davis, owner of Maxie B’s, a popular local bakery, after they agreed to donate 10% of sales to Greensboro Urban Ministry. After weeks of drafting, Ryan Weber, Maxie B’s chief cookie designer, baked all the creations one night after hours and with armed security. Some jewels were so tiny they had to be placed with tweezers. Small creations, like ornaments, a Christmas wreath, and a snowflake, were priced from $1,000 to $25,000. What was billed as the world’s most expensive cookie was the $100,000 Christmas tree creation, featuring 20 tiers of cookie boughs dipped in icing and jeweled. Wilson explained the gimmick. “We’re not a cookie-cutter jewelry store. We offer jewelry that’s as unique and special as our customers.” The display remained intact through Christmas Eve.