The Chalmers family reveals its store's all-custom, all-the-time business planMaking the transition from selling men's clothing to selling jewelry came easily to Scott Chalmers. In 1979, he quit his job at Lord Jim's in Madison, Wis.; a year later, he joined the staff of Dunkin's, where he began a lifelong love affair with the jewelry trade. Chalmers finally opened his own store—a 3,000-square-foot space in a local strip mall—in 1992. Six years later, he was ready for something bigger, so he took over a Country Kitchen restaurant in the Madison suburb of Middleton, Wis. Chalmers gutted the 5,000-square-foot spot, built an expanded shop, and hired bench jewelers. With the help of his wife Ruth, their oldest son Garrett, and daughter Devon, the family is taking a D.I.Y. approach to future business. "Our goal is to produce as much quality fine jewelry in-house as possible to brand the C