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Striking Gold

Can you turn your thriving wholesale business into a successful retail one?

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This story appears in the July 1997 issue of Entrepreneur. Subscribe »

Q: I am a successful small-scale jewelry manufacturer. We distribute to local markets, but the direction we would like to go in is retail. Although we are well-equipped to open a store, our products are popular in the stores already--even though we have not established a brand name. Our customers sell our products as their own designs and resist every attempt we make to establish our own name. Our main concern is that going retail will cost us almost every account we've got. Is there a way for us to do this without losing our existing customers?

A: Vincent Polisano is president of Diana Vincent Inc., a fine jewelry design and manufacturing company in Bucks County, Pennsylvania. Diana Vincent distributes its designs through exclusive retailers worldwide and operates a retail store selling its designs and those of other leading manufacturers:

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