Problem
Jeweler retailers are so conservative in both the designs they carry and the way they market their product. I thought I could change the game."
The Future
Dorian says her challenges right now are scaling the business, managing inventory, managing the growth of three businesses at the same time, and the loneliness of being an entrepreneur. However, she has big plans for Dorian Inc. and Dori's Diamonds now that she has graduated from university. She has already started to sell a limited selection of men's jewellery items, is planning to design Dori's Diamonds signature jewellery for sale through bigger jewellery chains, and is setting up her YouTube channel featuring Dori's Dolls modelling her jewellery. Dorian likes being creative, whether on the design side or the business side, and she sees Dori's Diamonds as a vehicle for doing "interesting stuff" with the arts, and building arts and culture in Canada. "Business people and artists haven't seen each other yet. Someone needs to put them together in a room to begin the dialogue," says Dorian.
At the age of 25, this engaging, driven, passionate, young entrepreneur faces a bright future indeed.
Task
1) If you were Dorian, what steps would you take to grow the business?
2) What do you see as the greatest challenges facing Dorian as she moves her business forward?
3) How does Dorian's approach to marketing differ from that of traditional jewellery retailers? Do you think this approach is more successful or less?