Establish Smith-Western as the premier purveyor of the finest scenic products and souvenirs in the world and maintain uncompromising ethics as we grow.

The following guiding principles will help us measure the appropriateness of our decisions:

* Develop enthusiastic and satisfied customers

* Provide a great work environment and treat each other with respect and dignity

* Empower our people to make positive, appropriate and enlightnened decisions to further our mission

* Apply the highest standards of excellence to the purchasing, presentation and serving of our products

* Recognize that profitability is essential to our sucess