Diamond in the Rough: How This Jewelry Store's Branding Helped It Stand Out

Originally posted on Entrepreneur.com

Growing up in a family of artists, Kevin Main's talent not only came naturally to him, but also his ability to excel at in the world of crafts provided an outlet for his dyslexia. And for Main, it couldn't have come at a better time.

"In the '70s, there was a renaissance for handmade products, and I learned how to make silver rings. I borrowed $200 and drove to Los Angeles to buy the silver and the tools to make them," says Main.

Wanting to take his hobby a step further, Main took adult learning classes and got a job as an apprentice in 1973. Sadly, the man he apprenticed with died a few years later but fortunately for Main, he left him to do all of the custom work. As he continued to hone his skills, he remained confident and persistent with his motto "do it until it's perfect" ingrained in his mindset.

Now with over 33 years of business under his belt, Main has established himself as one of top artisan jewelers with his shop Kevin Main Jewelers. Branding was a big part of how he has built his successful jewelry business in San Luis Obispo, Calif. -- a town known for its shop-local mentality.


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