Scott Wickam: The Man in Green

For the Goldsmith Gallery Jewelers owner, it’s easy—and profitable—being greenScott Wickam never put much stock in conventional wisdom. After the recession nearly a decade ago, he increased his advertising and market exposure while others cut back and rode out the economic storm. The resulting increase in profits and customers drove Wickam to make an even bolder move during the 2008 housing market crash: purchasing a plot of land for a new freestanding Goldsmith Gallery Jewelers. Yet though Wickam is a contrarian by nature, when it came time to build his $2.5 million, 7,500-square-foot store last year, he followed the green trend his fellow Billings, Mont., merchants had adopted years earlier: From reducing the project's carbon footprint to using recycled materials in the interior, Wickam's approach has raised his eco-consciousness while simultaneously bringing in the green.What in

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