Devon Fine Jewelry: It’s the Hottest Ticket in Town

In the early 1980s, Nancy Schuring built Devon Fine Jewelry in Wyckoff, N.J., by expanding her colored stone inventory in a diamond-heavy market. By educating her customers with entertaining events, Schuring was able to make colored stones a vital part of her successful business model. In 2009, she launched her hugely successful Finders Keepers series, in which clues on Facebook lead lucky scavenger hunters to ­jewelry stashed in spots around town—beneath the steps of a church or in a local park. The events, combined with Schuring's commitment to a progressive marketing strategy, have helped her claim a lucky streak all her own. Why are colored stones such an important part of your business? I started buying more color at the Tucson GemFair in 1990, when colored stones were 10 percent of our inventory, to better compete in a diamond-dominated market. Today we carry more than 100

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