SUMMARY OF SIGNIFICANT ACCOUNTING POLICIES (Details 2)	12 Months Ended	3 Months Ended	12 Months Ended
	Jul. 31, 2013 Optional theft protection Fine Jewelry	Oct. 31, 2011 Lifetime warranty	Jul. 31, 2013 Lifetime warranty	Jul. 31, 2011 Lifetime warranty Previous estimate	Jul. 31, 2013 Watch warranty Fine Jewelry	Jul. 31, 2013 Breakage warranty Fine Jewelry	Jul. 31, 2013 Breakage warranty Kiosk
DEFERRED REVENUE
Contract period of arrangement	2 years	8 years		5 years	2 years	1 year	1 year
Period over which additional historical evidence was accumulated supporting change in estimate			5 years
Revenue recognition period	2 years