Selling Outside the Box

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Dawn Muscio on operating without a storefront

In this occasional column, we speak with custom jewelers operating without a storefront and explore the different ways they run their business, the challenges they’ve faced, and how they deal with finding and marketing to new clients.

Dawn Muscio Necklace

Tell us about your studio.
I have two studios. I have my current studio in Atlanta that’s a commercial space I sublet from a wholesale diamond dealer. I have a small workshop area that I share with the wholesaler’s staff and a small design cubicle I use to meet with my clients. It’s a symbiotic relationship I have established over 20 years. I buy the majority of my diamonds from them and I do trade services for them as well.