Dori's Diamonds Young Entrepreneur's Passion F. I ounded by Darin Dunkley at the age of 20. Doris Diamonds is a great example of what can be created by an innovative and dynamic cutrepreneur. Doisticted the company while working on her Biology degree at the University of Calgary. She thought it would be a better way to make some cash the working for someone, and the as a passion for entrepreneurship and creativity. Onginally Doris Diamonds, the company has since become much more. Don's Diamonds is now a subsidiary of the incorporated Dorii Int, which also includes a talent agency called SHIFT and a marketing services company called SECT. Each of these suborganizations works together to support the overarching business model DORIAN DUNKLEY Dorian describes herself a lifelong entrepreneur. Her father is a succestial, self-employed lawyer and her mother ms the law practice. "I never pictured working for someone else," she says. Her mother wanted her to be a doctor, and she did two years of Bio-Science before she discovered her true passion is business. By the time she switched ficulties to the Haskyne School of Business, she had already founded Doris Diamonds and was eager to learn more in order to improve her business knowledge and skills Prior to attending university Dorian had a number of wall venture. The most interesting was scandy business run out of her high school locker. It was so successful the principal closed it down because it was clogging the hallway around Dorian's locker. So I adapted: it became a backpack-based business. This worked for several weeks antal gain, the principal found out and told her all of the profits had to be donated to the school or she had to close it down. "That was patently unfair, I thought I wasn't doing anything bad or illegal in Oct was in the process of getting a business licence. I asked him if the drug dealers across the street from the school lead to give the school theit profits and he said 'No. I don't see them. You. I se' I thought it was pretty sureble position but I didn't have much of chole and closed it down Alibee of 20 she begin attending young (30.05. At the age of 20 she began attending "young" (30 to 35-year-olds) entrepreneur meeting and Chamber of Commerce events. You need to surround yourself with positive people," says Dorina. "You don't want to be delusional about your business ideas, but you need to be optimistic. It was just so upiring to be acting with ocul entrepreneurs and business people. Dorian says her parents, while being great supporters, wonder why she doesn't just get a job in business, My mom and dad just don't get why I am doing this." DORI'S DIAMONDS Dorian worked for store that sold jewellery while in her curly university years. She described the product election us pretty conservative boring and low-quility, and overpriced. Finally, she thought, "Why don't do this myself and offer more fashionable designs of higher quality and lower price? Thus was born Doris Dimonda With a minimum order of 550, Dorian began her business online using eBay, Dorian was scinated by dropshipping and -commerce, and was interested in using supplier photos to sell jewellery that was not necessarily in stock. The original business model was online business leveraging the Internet global shopping buh, and also shortening the supply chain. The fessociated with online auction, as well competing suppliers, proved to be challenge. In addition, Dorian was not able to brand-label, and was restricted to the layout and format of the online unctions site.so he decided to create hier own online store, www.dores Derian realized that in order to expand her business she would need to find local clients and try to direct them to her online store. She already had some success with friends of friends who were interested in purchasing her jewellery, and this provided her with immediate capital without having to worry about online transactions and slipping. To further makes her online business. Dorian received a start-up loan from her parents; bought additional Inventory, display materials and supplies and then spent as much time as possible selling at a table in the Students Union building at the University of Calgary und nearby college. Her table was set up three to six times per month and more frequently during the Christmas soon, generating an income of around $20.000 per year. She also paid to have a display booth in various trade shows but for a couple of yours, she decided there had to be a better way Although her trade shows were successful, she had difficulty managing the website (which find constant technical problems) and her real-live sales, and she didn't like that she was getting away from her original business model idea of velling online and leveraging the Internet Dorian refocused on ber original plan and reconstructed her website. At that time, social networking sites such us Footbook were becoming more popular to the set up pages and groups to reach her target audience of women, aged 16-35 with some disposable income Dorian continued to attend tradeshows and events, but they were costly and she wanted stronger brand recognition. Then the thought. Instead of paying someone else for space 3 tradeshow. why don't I create my own show but not just a trade show event?" le concept became Doris Diamonds Frosted Gals and she launched the first one in 2008 The gols event is held annually trendy spot in downtown Calgary, and features food, and ofertainment, displays by Don's Dimonds and other companies with complementary products, active young model modelling and funding out merchandise samples and all otion with proceeds going to charity Dorin Bells event tickets to a wide network of friends and contact and soul modin tot het eten to the cych o wille for the event to reach the fuel. The or will very simple with a brief dine performance el tuon show and watended by about 120 te the CVT wonly 53) By 2010, the event had row or ver 90 people and attracted 350 seven short and modi tembe She hopes the fourth event un November 2011 will be even more instal While it is a high-class party, Dorian saya it's all about marketing, networking, and expanding the business. She also works to give exporure to the businesses and entertainers who support and participate as well as the venues that host the event. She loves to se moccurs for others who help to build the Gala. In the spring of 2010. Dorian contracted and casted brand ambassadors called "Dari's Dolla" to participate in the Gala, other events, and advertisements for Doris Diamonds. It is all part of creating a lifestyle brand that people can relate to. After using third-party models and talent for her events, she realized the challenges to the decided to croute her own talent agency. The opportunity to revive and romnodol a casual sgancy came about in the summer of 2010 mnd she had the agency, called SHIFT, up and running by September of the same year. It is a full-service agency with approximately 36 models providing talent to external clients, as well as to Doris Diamonds Pinally, she also started her own creative advertising and marketing services business called SECT, which contracts videographers, graphic designers, photographers makeup artists, stylists, and web designers, each of who brings additional skills to the business SECT handles all internal marketing for SHIFT and Doris Diamonds and also works with external cliente in various industries. These were natural extensions of her entrepreneurial vision. Dorian Inc. was incorporated to serve as an umbrella company for the three businesses, and each supports the growth of the company is a whole. Her biggest challenge the ways is "building all three businesses at the same time. Creative people have egos and managing a team of them is tough. We also have legale ruchs copyright to deal with when many people collaborate to create something The Gala and other events are photographed and filmed by her own in-house contractors and videos are posted to YouTube and Pacebook. "It's all designed to rise our profile and drive to me to the website," says Dorian Another aspect of her business is networking She is very driven to network and understands that it is definitely a two-way street for example, the now works with a formar university classmate who started in the studio to train the models in der talent agency apliysical fitness, and in tchange we will provide the finest studio with promotional models and street While in tuniversity, Dorian completed an exchange term in Europe, where she was inspired by European design and the strength of their creative industries. She admits that her business model ideas are borrowed from observations of how the fashion and creative industries operate in Europe, "Canadian jewellery retailers are 10 observative in both the denigns they carry and the way they market their product. I thought I could change tho game. THE FUTURE Dorian says her challenges right now are scaling the business managing inventory, managing the growth of thro businesses at the same time, and the loneliness of being an entrepreneur. However, she has big plans for Dorian Inc. and Doris Diamonds now that she has graduated from university. She has already started to sell a limited selection of men's jewellery items, is planning to design Doris Diamonds signature jewellery for sale through bigger jewellery chains, and is setting up her YouTube channel featuring Doris Dollik modelling her jewellery Derin likes being creative, whether on the design ide or the froniness vide, and she neos Don's Diamonds as a vehicle for doing "interesting stuff with the arts, and building arts and culture in Canada "Botines people and artists haven't seen each other yot. Someone needs to put them together in a room to be in the dialogue." says Darian At the age of 25, this engaging, driven, pa monato, young entrepreneur faces a bright futuro indeed. Questions 1.If you were Dorian, what steps would you take to grow the business? 2. What do you see as the greatest challenges facing Dorjan as she moves her business forward" 3.How does Dorian's approach to marketing differ from that of traditional jewellery retailers? Do you think this approach is more successful or less See te win by Leo Daily and Docia Duste, Jure 2011 Dori's Diamonds Young Entrepreneur's Passion F. I ounded by Darin Dunkley at the age of 20. Doris Diamonds is a great example of what can be created by an innovative and dynamic cutrepreneur. Doisticted the company while working on her Biology degree at the University of Calgary. She thought it would be a better way to make some cash the working for someone, and the as a passion for entrepreneurship and creativity. Onginally Doris Diamonds, the company has since become much more. Don's Diamonds is now a subsidiary of the incorporated Dorii Int, which also includes a talent agency called SHIFT and a marketing services company called SECT. Each of these suborganizations works together to support the overarching business model DORIAN DUNKLEY Dorian describes herself a lifelong entrepreneur. Her father is a succestial, self-employed lawyer and her mother ms the law practice. "I never pictured working for someone else," she says. Her mother wanted her to be a doctor, and she did two years of Bio-Science before she discovered her true passion is business. By the time she switched ficulties to the Haskyne School of Business, she had already founded Doris Diamonds and was eager to learn more in order to improve her business knowledge and skills Prior to attending university Dorian had a number of wall venture. The most interesting was scandy business run out of her high school locker. It was so successful the principal closed it down because it was clogging the hallway around Dorian's locker. So I adapted: it became a backpack-based business. This worked for several weeks antal gain, the principal found out and told her all of the profits had to be donated to the school or she had to close it down. "That was patently unfair, I thought I wasn't doing anything bad or illegal in Oct was in the process of getting a business licence. I asked him if the drug dealers across the street from the school lead to give the school theit profits and he said 'No. I don't see them. You. I se' I thought it was pretty sureble position but I didn't have much of chole and closed it down Alibee of 20 she begin attending young (30.05. At the age of 20 she began attending "young" (30 to 35-year-olds) entrepreneur meeting and Chamber of Commerce events. You need to surround yourself with positive people," says Dorina. "You don't want to be delusional about your business ideas, but you need to be optimistic. It was just so upiring to be acting with ocul entrepreneurs and business people. Dorian says her parents, while being great supporters, wonder why she doesn't just get a job in business, My mom and dad just don't get why I am doing this." DORI'S DIAMONDS Dorian worked for store that sold jewellery while in her curly university years. She described the product election us pretty conservative boring and low-quility, and overpriced. Finally, she thought, "Why don't do this myself and offer more fashionable designs of higher quality and lower price? Thus was born Doris Dimonda With a minimum order of 550, Dorian began her business online using eBay, Dorian was scinated by dropshipping and -commerce, and was interested in using supplier photos to sell jewellery that was not necessarily in stock. The original business model was online business leveraging the Internet global shopping buh, and also shortening the supply chain. The fessociated with online auction, as well competing suppliers, proved to be challenge. In addition, Dorian was not able to brand-label, and was restricted to the layout and format of the online unctions site.so he decided to create hier own online store, www.dores Derian realized that in order to expand her business she would need to find local clients and try to direct them to her online store. She already had some success with friends of friends who were interested in purchasing her jewellery, and this provided her with immediate capital without having to worry about online transactions and slipping. To further makes her online business. Dorian received a start-up loan from her parents; bought additional Inventory, display materials and supplies and then spent as much time as possible selling at a table in the Students Union building at the University of Calgary und nearby college. Her table was set up three to six times per month and more frequently during the Christmas soon, generating an income of around $20.000 per year. She also paid to have a display booth in various trade shows but for a couple of yours, she decided there had to be a better way Although her trade shows were successful, she had difficulty managing the website (which find constant technical problems) and her real-live sales, and she didn't like that she was getting away from her original business model idea of velling online and leveraging the Internet Dorian refocused on ber original plan and reconstructed her website. At that time, social networking sites such us Footbook were becoming more popular to the set up pages and groups to reach her target audience of women, aged 16-35 with some disposable income Dorian continued to attend tradeshows and events, but they were costly and she wanted stronger brand recognition. Then the thought. Instead of paying someone else for space 3 tradeshow. why don't I create my own show but not just a trade show event?" le concept became Doris Diamonds Frosted Gals and she launched the first one in 2008 The gols event is held annually trendy spot in downtown Calgary, and features food, and ofertainment, displays by Don's Dimonds and other companies with complementary products, active young model modelling and funding out merchandise samples and all otion with proceeds going to charity Dorin Bells event tickets to a wide network of friends and contact and soul modin tot het eten to the cych o wille for the event to reach the fuel. The or will very simple with a brief dine performance el tuon show and watended by about 120 te the CVT wonly 53) By 2010, the event had row or ver 90 people and attracted 350 seven short and modi tembe She hopes the fourth event un November 2011 will be even more instal While it is a high-class party, Dorian saya it's all about marketing, networking, and expanding the business. She also works to give exporure to the businesses and entertainers who support and participate as well as the venues that host the event. She loves to se moccurs for others who help to build the Gala. In the spring of 2010. Dorian contracted and casted brand ambassadors called "Dari's Dolla" to participate in the Gala, other events, and advertisements for Doris Diamonds. It is all part of creating a lifestyle brand that people can relate to. After using third-party models and talent for her events, she realized the challenges to the decided to croute her own talent agency. The opportunity to revive and romnodol a casual sgancy came about in the summer of 2010 mnd she had the agency, called SHIFT, up and running by September of the same year. It is a full-service agency with approximately 36 models providing talent to external clients, as well as to Doris Diamonds Pinally, she also started her own creative advertising and marketing services business called SECT, which contracts videographers, graphic designers, photographers makeup artists, stylists, and web designers, each of who brings additional skills to the business SECT handles all internal marketing for SHIFT and Doris Diamonds and also works with external cliente in various industries. These were natural extensions of her entrepreneurial vision. Dorian Inc. was incorporated to serve as an umbrella company for the three businesses, and each supports the growth of the company is a whole. Her biggest challenge the ways is "building all three businesses at the same time. Creative people have egos and managing a team of them is tough. We also have legale ruchs copyright to deal with when many people collaborate to create something The Gala and other events are photographed and filmed by her own in-house contractors and videos are posted to YouTube and Pacebook. "It's all designed to rise our profile and drive to me to the website," says Dorian Another aspect of her business is networking She is very driven to network and understands that it is definitely a two-way street for example, the now works with a formar university classmate who started in the studio to train the models in der talent agency apliysical fitness, and in tchange we will provide the finest studio with promotional models and street While in tuniversity, Dorian completed an exchange term in Europe, where she was inspired by European design and the strength of their creative industries. She admits that her business model ideas are borrowed from observations of how the fashion and creative industries operate in Europe, "Canadian jewellery retailers are 10 observative in both the denigns they carry and the way they market their product. I thought I could change tho game. THE FUTURE Dorian says her challenges right now are scaling the business managing inventory, managing the growth of thro businesses at the same time, and the loneliness of being an entrepreneur. However, she has big plans for Dorian Inc. and Doris Diamonds now that she has graduated from university. She has already started to sell a limited selection of men's jewellery items, is planning to design Doris Diamonds signature jewellery for sale through bigger jewellery chains, and is setting up her YouTube channel featuring Doris Dollik modelling her jewellery Derin likes being creative, whether on the design ide or the froniness vide, and she neos Don's Diamonds as a vehicle for doing "interesting stuff with the arts, and building arts and culture in Canada "Botines people and artists haven't seen each other yot. Someone needs to put them together in a room to be in the dialogue." says Darian At the age of 25, this engaging, driven, pa monato, young entrepreneur faces a bright futuro indeed. Questions 1.If you were Dorian, what steps would you take to grow the business? 2. What do you see as the greatest challenges facing Dorjan as she moves her business forward" 3.How does Dorian's approach to marketing differ from that of traditional jewellery retailers? Do you think this approach is more successful or less See te win by Leo Daily and Docia Duste, Jure 2011