You can be on Entrepreneur’s cover!

Groomed for Success Some would-be grooms need a little direction in finding the perfect diamond. Here come the guides.

By April Y. Pennington

entrepreneur daily

Opinions expressed by Entrepreneur contributors are their own.

Description: Jeweler, focusing on engagement rings
Founders: Skip Robbins, 52, and Steve Robbins, 49
2004 projected sales: Approximately $80 million
http://www.robbinsbros.com

Ring Reinvention: When the brothers saw a multitude of mall jewelry stores crop up, they decided to take their family-owned William Pitt Jewelers out of the malls, change their image and become Robbins Bros., focusing exclusively on engagement rings. Their first free-standing store opened in 1995. "There was no going back," recalls Steve. "We had to convince the bank and vendors. Everyone thought we were crazy."

Building Blocks: Converted bank buildings became Robbins Bros. stores, featuring friendly sales associates, on-site computers with information on choosing diamonds and access to the Robbins Bros. website with 3,000 ring combinations, and a "de-stressing" room with soda, coffee and ESPN. Customers can also get an up-close look at their diamonds in offices equipped for gemology.

Radio Heads: Any Southern California radio listener knows Skip and Steve's spots, featuring humorous discussions between the two. "It's lighthearted. We're not hawking a product," says Steve, who plays the silly one against Skip's straight man. "And we're cheap talent."

New Additions: Their new division, World Class Weddings, creates websites announcing engagements, complete with the couple's photo; offers a wedding planner guide; and sends out automatic e-mails. Offering these services for free, Steve says, is "'good karma marketing.' Do nice things for people; they appreciate it."

Holding 22 percent of their market, Robbins Bros. is gearing up to expand from seven Southern California stores to 12 or more nationwide by 2008.

Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Business Ideas

63 Small Business Ideas to Start in 2024

We put together a list of the best, most profitable small business ideas for entrepreneurs to pursue in 2024.

Side Hustle

I Started a Semi-Passive Side Hustle That Earns $33,000 a Week on Amazon: 'Selling There Is a No-Brainer'

Dr. Jenny Woo wanted to create a product that would help people connect, and it turned out to be a lucrative one.

Business News

This Highly-Debated Piece of Cinematic History Just Sold For Over $700,000 at Auction

The wood panel from "Titanic" is often mistaken as a door. Either way, he couldn't have fit. (Sorry.)

Business News

From Tom Brady to Kevin O'Leary – See Who Lost Big in the Wake of the FTX Crypto Collapse

The crash exposed an $8 billion hole in FTX's accounts, leaving investors and customers scrambling to recoup their funds.