Everyone knows what he/she likes; it may seem like stating the obvious, but in many ways a person is asked to choose between several previously-available options rather than true freedom of choice. If you’re shopping for a green shirt, for example, the store will have green shirts to choose from; but if you have a specific shade in mind, chances are you’ll have to find one that is close enough as opposed to the one, exact shade. If you are shopping for jewelry, even though there can be an apparently limitless number of options, chances are still good that the item you choose will still be only close enough.
Matt Lauzon, founder of the online company Gemvara, had a vision where customers could design every aspect of their jewelry and have it professionally crafted. Gemvara is committed not only to customer choice, but also to customer service; and has a wide spectrum of always-available options to helping anyone with questions or concerns regarding their design or the very act of purchasing jewelry online. Lauzon’s ingenuity has won Gemvara two rounds of venture capital funding; and the forty person team plans to expand to seventy employees and designers while offering even more options for its customers.
As the world begins to recover from the economic recession, more and more businesses that offer customizable products or perhaps more importantly operate without a standing inventory like Gemvara are the way of the future. Such a model cuts down on costs because it means businesses do not have unsold inventory sitting on the books; in addition to the bonus of not having storage expenses. For businesses in high-end markets like jewelry, customization means that customers will likely have a higher degree of attachment to the product and, consequently, to the business that provided it.
Matt Lauzon, founder of the online company Gemvara, had a vision where customers could design every aspect of their jewelry and have it professionally crafted. Gemvara is committed not only to customer choice, but also to customer service; and has a wide spectrum of always-available options to helping anyone with questions or concerns regarding their design or the very act of purchasing jewelry online. Lauzon’s ingenuity has won Gemvara two rounds of venture capital funding; and the forty person team plans to expand to seventy employees and designers while offering even more options for its customers.
As the world begins to recover from the economic recession, more and more businesses that offer customizable products or perhaps more importantly operate without a standing inventory like Gemvara are the way of the future. Such a model cuts down on costs because it means businesses do not have unsold inventory sitting on the books; in addition to the bonus of not having storage expenses. For businesses in high-end markets like jewelry, customization means that customers will likely have a higher degree of attachment to the product and, consequently, to the business that provided it.
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