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Why people love Dig Inn, the healthy restaurant chain that just raised another $30 million from investors

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Dig Inn Seasonal OptionsDig Inn, a 15-restaurant chain with locations in New York and Boston, is already a hit with healthy eaters. In both cities, you're bound to see crowds lined up to get market plates any given day of the week.

With an average meal price of $10 and a focus on produce sourced from local farms, the chain aims to make simple, high-quality food available at a relatively affordable price. 

Now Dig Inn has raised an additional $30 million in a Series D funding round led by AVALT. Other contributors to the round (its largest to date) include Monogram Capital Partners and Bill Allen, former CEO of OSI Restaurant Partners (which manages Outback Steakhouse).

The company had previously raised $21.5 million in earlier rounds of funding. 

Dig Inn will use the new investment to launch more restaurants, open a culinary training school that's free for employees, make key leadership hires, and build out its internal tech platform. The chain also plans to open 13 to 15 more locations in New York and Massachusetts by 2019, and expand to a third to-be-determined state in 2018, founder and CEO Adam Eskin tells Business Insider.

Here's what it's like to eat there.

SEE ALSO: A San Francisco startup just created the world's first lab-grown chicken

Dig Inn wasn't always known by its current name. In 2011, Eskin, a former private equity associate at Wexford Capital, officially started rebranding what was then called Pump Energy Food, a five-store eatery that catered to a bodybuilding crowd. Eskin changed the name to Dig Inn and completely revamped the menu to focus on fresh, locally sourced produce.



These days, Dig Inn is focused on becoming what Eskin calls a "fine-fast" chain that combines fast-casual and fine dining.



With the new funding, Dig Inn plans to launch 13 to 15 more locations in New York, Massachusetts, and a third state by 2019. "Dig Inn is creating a new standard for exceptional food that delivers on quality, value and convenience, and we're looking forward to helping expand the concept to additional markets," says Mark Verdi, a partner at AVALT.



See the rest of the story at Business Insider

How French tire company Michelin became the world’s fine dining authority

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In 1900, Michelin created the Michelin Guide, which has now become the authority on fine dining. The guide originally offered suggestions for lodging and dining along France's roadways, but In 2004, the guide made its way over to the Unites States. There are 27 French restaurants with three Michelin stars, a notation indicating the establishment is "worth a special journey".

 

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25 places you should visit in the US this year

Inside Amazon's new Chicago store, where the books for sale have an average rating of 4.5 stars online

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Amazon just opened its fifth bookstore, in Chicago. It primarily carries books rated 4.5 stars or higher online.

  • Part bookstore, part electronics store, Amazon's newest brick-and-mortar is located in Chicago's Lakeview neighborhood at 3441 N. Southport Ave.
  • This is Amazon's first bookstore not housed in a mall. It sells print books, magazines, Amazon devices and accessories, Prime memberships, gift cards, and other products. Books are selected primarily on Amazon.com customer ratings.
  • "Our special sauce is knowing the reading habits and passions of a city through our Amazon.com data," Jennifer Cast, VP of Amazon Books, told Business Insider.

Take a peek inside.

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12 incredibly successful people share their surprising definitions of success

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mark cuban

When we talk about a "successful" person, we're typically talking about someone who's got billions in their bank account, someone who's authored multiple bestsellers, or maybe someone who's in charge of an entire nation.

But if you ask people who fit the conventional definition of a successful individual, many will tell you that those achievements aren't what make them feel accomplished.

Below, Business Insider has rounded up what some of the world's most powerful and impressive people — from President Barack Obama to the late author Maya Angelou — have to say about success.

SEE ALSO: 14 changes to make in your 30s that will set you up for lifelong success

Billionaire Richard Branson believes success is about happiness.

Though Sir Richard Branson, founder of the Virgin Group, is worth some $5 billion, the Virgin founder equates success with personal fulfillment.

"Too many people measure how successful they are by how much money they make or the people that they associate with," he wrote on LinkedIn. "In my opinion, true success should be measured by how happy you are."



Huffington Post co-founder Arianna Huffington says that money and power aren't enough.

Huffington says that while we tend to think of success along two metrics — money and power — we need to add a third.

"To live the lives we truly want and deserve, and not just the lives we settle for, we need a Third Metric," she told Forbes' Dan Schawbel, "a third measure of success that goes beyond the two metrics of money and power, and consists of four pillars: well-being, wisdom, wonder, and giving."

Together, those factors help you to take care of your psychological life and truly be successful, or as the title of her 2014 book, "Thrive," suggests.



Billionaire investor Mark Cuban says you don't need money to be successful.

"Shark Tank" regular Cuban offers a surprisingly simple take on success.

In an interview with Steiner Sports, he said:

"To me, the definition of success is waking up in the morning with a smile on your face, knowing it's going to be a great day. I was happy and felt like I was successful when I was poor, living six guys in a three-bedroom apartment, sleeping on the floor."



See the rest of the story at Business Insider

A legendary Silicon Valley designer is selling his wacky 6-in-1 home for $15 million

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David Kelley home

Design guru David Kelley is selling his California home for $14.995 million.

Set on five acres of lush woodland in the exclusive Silicon Valley town of Woodside, this house is regarded as a post-modern masterpiece. 

It was co-designed by Italian architect Ettore Sottsass and Kelley, who is the founder of design consulting firm IDEO — best known for designing Apple's first computer mouse — as well as Stanford's design school.

8,000 square foot in total, the property consists of six separate and unique pavilions. It comes with a working equestrian center with an arena, stables, and a tack room. 

Michael Dreyfus of Dreyfus Sotheby's International Realty and Sean Foley of Coldwell Banker have the listing.

Take a look around: 

SEE ALSO: Ellen DeGeneres is selling her Santa Barbara mansion for $45 million — take a look inside

This 8,000-square-foot property is located in Woodside, one of the most expensive neighborhoods in the US, and home to a mix of wealthy venture capitalists and tech entrepreneurs.



Italian architect Ettore Sottsass is the brains behind this kooky house. Along with owner David Kelley, he is responsible for its distinct style.



Kelley is best known for setting up IDEO, a design and innovation company, which created the first Apple mouse. The building reflects his functional and innovative style of work.



See the rest of the story at Business Insider

Under Armour's top designer who makes $200 sweatpants describes his aesthetic as 'ghetto'

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tim coppens

NEW YORK — In an interview on stage at the Women's Wear Daily Men's Wear Summit on Tuesday, Tim Coppens, owner of his eponymous label and creative director of Under Armour Sportswear, described how he brings his aesthetic to the physical spaces he designs.

"I talk a lot about craftsmanship in what we do. The way we build our studio, the way we build our desks, the way we set up our events space," Coppens said on stage in an interview with WWD Style Director Alex Badia at the Summit. "There's also a little bit of ghetto in it."

"Ghetto?" Badia asked.

"Well, I call it 'ghetto,' but it's like a rough edge," Coppens said. "It's a roughness, but it's a very considered roughness."

"It's an art installation," Badia said.

"It's artisanal," Coppens said.

As manyother writers have pointed out, the term "ghetto" is a racially charged word. The current Merriam-Webster definition of "ghetto" is "a quarter of a city in which Jews were formerly required to live" or "a quarter of a city in which members of a minority group live especially because of social, legal, or economic pressure." Zoe Triska writes in the Huffington Post, "Whether intended or not, the user is essentially implying that minorities are low class." 

Coppens was tapped in January 2016 to lead the design of Under Armour's new high-end sportswear and lifestyle apparel division, Under Armour Sportswear. He was tasked with taking the aesthetic from his own line and mixing it with sports-inspired designs.

Under Armour SportswearThe line is based less on high-performance sportswear and more on sports-inspired everyday clothing that can be worn casually. It has been criticized for offering outlandish looks at a high price point — like $199 jersey trousers and a $1,500 camouflage trench coat — though the newer UAS products are more in line in terms of style and price.

SEE ALSO: Furious customers of a tiny sports apparel brand are accusing Under Armour of 'plagiarism'

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NOW WATCH: How Michael Jordan — the highest-paid athlete of all time — makes and spends his $1.1 billion

14 apps every modern gentleman should have on his phone

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Your phone is your life — you use it for everything from your calendar to your Rolodex to your primary email outlet.

But it could also be so much more than that, if only you have the proper tools in your utility belt.

We've put together a list of the most useful apps every modern gentleman should have on his phone.

From showing you how to cook to telling you how to survive in the event of a snakebite, these apps will make any man's life easier.

SEE ALSO: 7 things no man should wear in the spring — and what you should wear instead

Distiller

Distiller, once the perfect app to tell you what whiskey to drink, has expanded to rum, brandy, tequila, and mezcal.

No matter what your taste, Distiller offers personalized recommendations based on your situation and offers expert tasting notes so you can impress your friends.

Distiller is available on iOS and Android for free.



Hotel Tonight

You never know when you're going to need a place to stay — like, right now. With Hotel Tonight on your phone, it's as easy as opening the app and choosing one of the heavily discounted unsold rooms at your disposal.

Hotel Tonight is available on iOS and Android for free.



NYTimes Crossword

When you're bored and need to pass the time, don't reach for Candy Crush — that's not exactly stimulating. Instead, entertain yourself with something a little bit more challenging, like the world's best crossword puzzle, while you wait for the train.

NYTimes Crossword is available for free on iOS, with some in-app purchases.



See the rest of the story at Business Insider

Luxury camping retreats complete with in-tent massages could be the future of weekend getaways

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Collective Retreats, a startup based in Denver, Colorado, wants to disrupt the hospitality industry by building where their competitors can't. The company develops luxury camping, or glamping, retreats across the country, inviting guests to reconnect with nature and each other.

"We look for places that you'd really want to be, where traditional hotels wouldn't or couldn't exist — the sides of mountains, the middle of a vineyard, or on the edge of a beautiful farm in the Hudson Valley," Peter Mack, founder and CEO of Collective Retreats, tells Business Insider.

Take a look at how Collective Retreats is rethinking the hotel experience.

SEE ALSO: Inside the 'co-working retreats' where digital nomads travel the world to work and party

Peter Mack spent 10 years at Starwood Hotels & Resorts, where he worked his way up from dishwasher to senior director of sales strategy. "I started to get frustrated because it became very apparent to me that the traditional hotel model is broken," Mack says.



Most hotels and resorts spend the vast majority of revenue on real estate and upkeep, according to Collective Retreats. Mack and his team set out to flip the model on its head.



Collective Retreats partners with property owners whose land cannot be used for hotel development because of a lack of infrastructure or zoning laws, but are interested in listing it on the hospitality market. The company leases the land and builds retreats there.



See the rest of the story at Business Insider

TERRY CREWS: Here's how my NFL career helped and hurt me

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Terry Crews, actor, former NFL player, and host of Netflix's "Ultimate Beastmaster", explains how his football career both helped and hurt him in preparing for the entertainment industry. Following is a transcript of the video.

For me, football, it helped and hurt in a lot of ways. The NFL kind of set me up with a - I had a sense of entitlement. You're a football player, everyone loves you, everyone says you are the man, you are part of this whole cult of masculinity, you're like, "I got it all." And then all of a sudden, that whole promise gets yanked out from under you. Because everybody, you know, no matter what time in your life you are, you have to quit playing your sports, and then there is the transition, and this is something that only people who've been through it can talk about. It's a transition - was extremely hard, in that you are not who you think you are. Because, you are known as an athlete, you are known as this and you are known as that, and then all of a sudden, you have to rebuild your life. It's very, very intense. People who have been in your college with you have gone on to relative success while you are starting over. And it's very strange, it's very foreign. But the good thing about football is that you develop a work ethic if you work at it, if you try. And you start to learn that anything can be learned, anything can be, you know, as long as you keep doing it, you can get it. I have to say, it's kind of weird because I look at entertainment and my football career, the ups and downs, the ins and outs to how hard it was, it really prepared me for entertainment, in that, I could take rejection, I could go to an audition and realize that it wasn't about me and just realize it was about the piece, or realize it was about, you know, you go on a set and you realize who's the star, who's the coach, who's the director, who's the day player, who's the backup. This kind of thing, and it allows you to understand the system of authority in that kind of thing, but it helped and hurt in two different ways, and I have to say, for me, because of a mindset change, it actually ended up helping more than it hurt me.

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The 13 US cities where young people are buying the most homes

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As they get into their late 20s and 30s, more millennials are settling down, starting families, and buying homes.

In fact, writes economist Mark Fleming on the First American Financial Center blog, millennials will be driving the demand for housing in the near future. Contrary to previous generations, however, they are staying in cities rather than buying houses in the suburbs or rural areas, according to research by think tank City Observatory, as reported by the New York Times.

Where are they going? A study by LendingTree, the online loan marketplace, analyzed 500,000 mortgage requests and offers from applications between August 2016 and February 2017 to find the cities with the highest percentages of mortgage applicants who are 35 or younger.

Below, we've listed the percentage of mortgage applications coming from the 35-and-under crowd, the average down payment supplied by those who are approved from that group, and the average mortgage amount these millennials take on.

SEE ALSO: The 15 US states where young people are moving in, jobs are plentiful, and business is booming

13. Denver, Colorado

Percentage of millennial homebuyers: 43%

Average down payment: $50,306

Average mortgage: $284,967



12. Grand Rapids, Michigan

Percentage of millennial homebuyers: 43%

Average down payment: $19,058

Average mortgage: $170,486



11. Wichita, Kansas

Percentage of millennial homebuyers: 44%

Average down payment: $18,956

Average mortgage: $170,462



See the rest of the story at Business Insider

13 stunning photos that show why Oman is the next big destination for luxury travelers

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Nestled between the United Arab Emirates, Saudi Arabia, and Yemen, Oman is rich with history and gorgeous landscapes that change from desert to mountains all the way out to its gorgeous coastline.

Oman's Ministry of Tourism recently announced a plan that would make the tourism industry a major source of income for the country by 2040. The plan calls for the creation of 80,000 rooms — in the form of hotels, vacation homes, and integrated tourism complex rooms — throughout the country. Luxury brands like Anantara Hotels, which has already opened two resorts there, are claiming the country's culture and unique topography are a huge draw for travelers.

Open to tourists since the 1980s, Oman's peak travel season runs from October through April, when its Mediterranean climate averages a comfortable 80 degrees Fahrenheit. 

Between its beaches, sand dunes, and gorgeous architecture, Oman is a beautiful sight to see. Members of the photo-sharing app EyeEm have captured these stunning shots during their visits there. 

SEE ALSO: 17 stunning photos that show how Dubai has become the 'Manhattan of the Middle East'

Oman has plenty of archaeological sites to see on your visit, including the country's first capital, Qalhat City.

Source: Oman Tourism



Golden domes mark the skyline of the city of Muttrah.



The historic Nizwa Fort was built in the 17th century by Imam Sultan Bin Saif Al Y'aribi.



See the rest of the story at Business Insider

Inside Samantha Bee's classy $3.7 million New York City apartment

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Sam Bee apt

Samantha Bee has been making a huge impression in the late-night world recently. She's seen the greatest audience increase of all the late-night shows in the past year with a huge 144% jump for TBS's "Full Frontal with Samantha Bee."

Bee and her husband Jason Jones (you might remember him from "The Daily Show") also recently bought an apartment on the Upper West Side in Manhattan for $3.7 million.

The apartment is two units combined on the top floor of the building, and it's actually really classy and subdued. No gimmicks: just a spacious family home (the couple has three kids) in an iconic neighborhood, on 102 Street and Riverside Drive. 

The 2,200-foot unit has plenty of room, attention to detail, and lots of natural light, with spectacular views of the Manhattan skyline from every single window. 

See Samantha Bee's New York City apartment below:

SEE ALSO: Inside Trevor Noah’s sleek $10 million New York City penthouse with incredible views

The location is pretty convenient — on 102 Street and Riverside Drive, just a short commute from the "Full Frontal" studio.



It’s pretty spacious, especially for a place in upper Manhattan.



It has four bedrooms.



See the rest of the story at Business Insider

Inside a $20M apartment in one of the new luxury buildings changing NYC's skyline

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Property developer Bruce Eichner built the Madison Square Park Tower in New York City. Here's a look inside one of its $20 million apartments.

There are a total of 83 apartments and 65 floors. Eichner says it's a surreal experience taking in the 360-degree view. The building has been under construction since 2014. 

 

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This is the biggest mistake you can make when dressing 'business casual'

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athleisure skitch

Perhaps you work at an office with a stated dress code, or you've received an invitation to an event with the request to dress "business casual."

But what exactly is a business casual dress code? It turns out the answer to that question is confusing for many. 

"This one is the murkiest for our customers and for other people we speak to. Part of the problem is that there are so many trends that are so casual," Dorie Smith, cofounder of women's workwear brand Of Mercer, recently said to Business Insider.

Last June, for example, JPMorgan sent out a company-wide memo encouraging employees to dress in business casual unless they were meeting with clients. Other firms like PricewaterhouseCoopers and BlackRock (which has had a business casual dress code since the '90s) followed suit in relaxing their office dress requirements as they sought to attract millennials, many of whom like to dress in athleisure in their spare time.

But the rise of athleisure and increasingly casual workplaces has led some people to don leggings and other inappropriately casual clothing items for the office. Since more and more people are wearing leggings and other performance-centric materials as they socialize and do errands on the weekends, it seems only natural that the look would bleed into the workplace. 

Leaning into that, according to the ladies behind Of Mercer, could be a big mistake. 

 "We've even gotten emails from HR at some of these firms that say, 'Help our analysts realize it's not OK to wear leggings to work,'" Smith said. "People go too casual."

You can, however, incorporate some elements of athleisure into your work wardrobe, like tailored pants that have some stretch to them — just no sweatpants, yoga pants, or tank tops. 

"Our rule of thumb is to make sure you're dressing one step above everyone around you," Emelyn Northway, Smith's cofounder, said. "If people are wearing jeans, wear nice black pants instead. It goes a long way to making you feel good about yourself and to making other people feel like you know what you're doing."

Recent studies have shown that wearing nice clothes in the office can actually be an effective strategy — dressing professionally can affect the way people perceive you, how confident you're feeling, and even how you're able to think abstractly.

The Of Mercer founders recommend going for a dress with a fit-and-flare silhouette or a wrap dress in a bold color. After all, you'll never hear a manager complain that someone dresses too nicely — but you might hear about someone who's dressed down too much.

of mercer sutton dress

SEE ALSO: 2 former Wall Streeters turned startup founders share their best advice for dressing for every kind of office

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NOW WATCH: A stylist reveals what many men get wrong about dress shirts

8 ways to make your money work for you

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butler waiter champagne

"Make your money work for you" is such common personal finance advice that it borders on being cliché.

But what does it actually mean? And more importantly, how can you do it?

There's no simple answer — or a single way to do it. In fact, almost everyone can find at least one way to put their money to work. Below, Business Insider rounded up eight methods to get you started. 

SEE ALSO: Former Wall Street executive Sallie Krawcheck reveals the worst investing advice she's ever heard

DON'T MISS: A financial planner reveals the most common money mistake 30-somethings make

Open a high-yield savings account

Sean Gould, a wealth strategist with Waddell and Associates and a certified financial planner, explains that before sending your money off to do the heavy lifting, you'll want to have an emergency savings account of about six months of living expenses stored in cash.

A smart place to keep it is in an FDIC-insured high-yield checking or savings account, where it can generate more value as it waits.

A typical savings account offers an interest rate around 0.01%, and a typical checking account is the digital equivalent of putting your money under the mattress. However, high-yield checking and saving offer interest rates that exceed 1% — 100 times what you'd get otherwise.

These accounts are usually available at online banks, which keep costs down by forgoing brick and mortar locations. NerdWallet provides comprehensive lists of high-yield checking and high-yield savings.



Develop streams of passive income 

Passive income is the term colloquially used to define any money earned with little to no effort expended, according to Investopedia.

Once you've set it up, passive income streams earn you money while you sleep. Sounds too good to be true, right? But fear not — it's not a get-rich-quick scheme. Creating any streams of passive income requires an investment upfront, whether of your time or money, but can lead to huge payoffs later. 

Common forms of passive income include real estate investments or silent partnerships in businesses, but it can also be generated by anything from making YouTube videos to using affiliate marketing on your blog. 

 

 

 

 



Store it in retirement accounts

Retirement accounts such as 401(k)s and IRAs are investment accounts, meaning your savings are invested in the market and have the potential to grow exponentially.

"The key is to get money in a 401(k)," says Gould. "Save as much as possible to have your money work for you tax-efficiently and to get money in the markets. The first bucket outside of the emergency fund is the 401(k) up to the match [if your employer provides one]. You don't want to give away free money."

After that, Gould explains, you'll want to put money in an IRA or a Roth IRA.

"Another good tool people don't think about are HSAs," he says, referring to the savings accounts for which people with high-deductible health insurance coverage are eligible. "If you sock money away in an HSA you don't lose it, and whenever you have healthcare costs, you can pull the money out and not pay taxes on it. When you turn 65, it turns into an IRA and you don't get penalized for using it for other costs — you can pay Medicare costs and long-term care premiums."

Read more about how to use an HSA.



See the rest of the story at Business Insider

Google Maps will soon let you share your real-time location — here's how it works

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If you're the type of person who texts your friends "I just left, I'll be there soon" when you're really about to step into the shower, you're not going to like this news: Google is updating its popular Maps app with new features to let friends view each other's location in real-time.

The location-sharing feature only works if you decide to share your current location with a specific person, and you can limit how long a friend sees your location. Ideally, this will provide Google Maps users with a handy way to let their friends know how close, or far away, they are from a rendez-vous — and just how late they really will be.

Here's a look at how it works:

The new feature looks simple enough to use, requiring only that you tap the blue dot that indicates your location and then select "share my location."

You can share your location with anyone in your Google Contacts list, regardless of whether they are on iOS, Android or on a computer. You will also have the option to bypass Google Contacts and copy a link to send to any recipient.

Google Maps

You will be able to set a time limit on how long you are sharing your location, and the app will notify you that your location is being shared whenever you are in it, so that you don't inadvertently forget.

And if you're using Google Maps for driving directions, the update will allow you to share your location and route with whoever you want, providing them with an up-to-date ETA.

Google said the update is coming "soon," though it did provide an exact release date. 

These features come on the heels of a Maps update that makes sure you never forget where you parked your car again. Interestingly enough, Google envisions these updates being most useful when planning a surprise birthday party. Take a look:

 

SEE ALSO: This iPhone 8 concept design is the best we've seen yet — check it out

Join the conversation about this story »

NOW WATCH: This animation shows how terrifyingly powerful nuclear weapons have become

Rolex unveiled a new watch that's shinier than anything we've seen from the brand before

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It's the story of Rolex and the technicolor dream watch.

The Swiss watchmaker has unveiled a brand-new addition to its Yacht-Master watch collection at this year's Baselworld, the biggest annual watch trade show in the world.

What makes it so unique? A crown of multi-colored jewels graces the rotating bezel — 32 sapphires, eight tsavorites, and one diamond, to be exact.

Though gems have graced Yacht-Master bezels before, they've never been on the 40 mm model, and they've never been this vibrant, according to Hodinkee.

The gems are set in a case made from Rolex's proprietary 18k rose gold alloy called "Everose," and are paired with an Oysterflex rubber band. It's undoubtedly a sport watch, and one that will catch the average person's eye.

Pricing is not available for the piece yet, but we expect the gems to carry a premium over the standard Yacht-Master II 40mm in Everose's $24,950 suggested retail.

rolex gem 2

SEE ALSO: 14 apps every modern gentleman should have on his phone

Join the conversation about this story »

NOW WATCH: These are the watches worn by some of the most powerful men in finance

A startup that sells ‘bloody’ plant-based burgers has a new factory that can make 4 million burgers a month

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Impossible Foods, a tech company on a mission to reinvent our definition of meat, is launching its first large-scale production facility to help bring its plant-based "bloody" burgers to the masses.

Based in Oakland, California, the factory will produce at least one million pounds of meatless meat per month — or four million burgers — once the site is up and running later in 2017.

At an event to unveil the factory, CEO and founder Pat Brown called it "the birthplace of a whole new industry."

Impossible Foods, which has raised $182 million in venture capital from the likes of Bill Gates, Google Ventures, and Khosla Ventures, has been surrounded by buzz since its burger debuted at Chef David Chang's restaurant Momofuku Nishi last summer. Foodies travel from far-away places to try the burger at the eight (mostly high-end) restaurants that serve it, while others track its whereabouts with the perseverence of Apple fans scouring for iPhone 8 leaks.

The Oakland factory will increase Impossible Foods' production capacity 250 times, allowing the company to supply burgers to more than 1,000 restaurants in the future and introduce its flagship retail product within the next few years.

The facility offers the first evidence that Impossible Foods will not remain a boutique, Silicon Valley-esque obsession and may actually meet demand in a wider market.

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Impossible Foods was founded on the idea that there's a better way to satisfy people who enjoy meat. The world's population could reach nine billion people by 2050, and there aren't enough resources on the planet to support sustainable animal agriculture at that scale. As it stands, animal agriculture takes up about a third of the world's land, and is responsible for 15% of greenhouse gas emissions.

Brown, a molecular biologist, left his teaching job at Stanford University in 2009 to make a veggie burger that meat-lovers will actually want to eat. The Impossible Burger is made of wheat and potato protein, coconut oil, additives found in processed foods, and a not-so-secret ingredient called heme a molecule that carries oxygen through the bloodstream in animals and through energy-producing mechanisms in plants. It smells and even bleeds like real meat.

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Several Business Insider reporters, from the most ardent meat-eaters to vegetarians, have tried the Impossible Burger. The reviews were overwhelmingly positive. Kim Renfro, who stopped eating meat 10 years ago, said it "immediately transported [her] back to meaty memories."

I tried the Impossible Burger for my second time at the factory's opening. The patty has crispy, caramelized bits on the outside and a pink, juicy center. For me, this biggest giveaway that I was eating something other than beef was the slightly rubbery, mushroom-like texture.

As the company gains the ability to produce at scale, its new challenge may be convincing average Americans to make the switch from meat to an alternative. Most veggie burgers resemble hockey pucks more than beef, as Brown likes to say. Still, he's optimistic.

"Being made from animals has never been part of the value proposition of meat. It's just been inseparable from what consumers do value, which is deliciousness, nutritional profile, and so forth," Brown tells Business Insider. "As soon as they experience [the burger], they can now disconnect things they value from the way it's made." In other words, eating is believing.

impossible foods factory 2963

The company will continue to roll out the burger in restaurants, where Brown says consumers can expect consistently great experiences trying the burger.

Starting this week, Californians can find the Impossible Burger in three new restaurants: KronnerBurger in Oakland, Public House in San Francisco, and Vina Enoteca in Palo Alto. The burger will appear on the menu at 11 restaurants nationwide by the end of the year.

The company fields a huge volume of requests from restaurants that want to serve the burger, according to Brown. Impossible Foods is deliberate in its selections.

"The chefs we work with aren't just great chefs, they're great meat-chefs. It's a very effective way to communicate to consumers that if these people are willing to put their reputations on the line to serve this product, you can have confidence that you're not going to have a crappy experience," Brown says.

SEE ALSO: Inside the Bill Gates-backed startup on a mission to reinvent meat

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