DORI'S DIAMONDSDorian worked for a store that sold jewellery while in her early university years. She described the product selection as "pretty conservative, boring and low$-$quality, and overpriced." Finally, she thought,"lhydon't$1$dothismyselfandoffermore fashionable designs of higher quality and lower price?" Thus was born Dori's Diamonds. With a minimum order of $$50,$ Dorian began her business online using eBay. Dorian was fascinated by "drop shipping" and e$-$commerce, and was interested in using supplier photos to selljewellery that was not necessad in stock. The original business model was an online business, leveraging the $1$nternet as a global shopping hub, and also shortening the supply chain. The fees associated with online auc$-$ tions, as well competing suppliers, proved to be a challenge. $1$n addition, Dorian was not able to brand$-$label, and was restricted to the layout and format of the online auctions site, so she decided to create her own online store, www$.$dori.ca$\mathrm{.}449450$Cse $1$ Dori's DiamondsDorian realized that in order to expand her business she would need to find local clients and try to direct them her online store. She already had some success with friends of friends who were interested in purchasing her jewellery, and this provided her with immediate capital without having to worry about online transactions and shipping. To further market her online business, Dorian received a start$-$up loan from her parents; bought additional inventor display materials, and supplies; and then spent as much time as possible selling at a table in the Students' Union building at the University ofCalgary and a nearby college. Her table was set up three to six times per month, and more frequently during the Christmas season, gen$-$ erating an income of around $$20,000$ per year. She also paid to have a display booth in various trade shows but after a couple of years, she decided there had to be a better way. Although her trade shows were successful, she had difficulty managing thewebsite $($which had constant technical problems$)$ and her real$-$live sales, and she didn't like that she was getting away from her original business model idea ofselling online and leveraging the Internet.Dorian refocused on her original plan and reconstructed her website. At that time, social net$-$ working sites such as Facebook were becoming more popular so she 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 she thought, "Instead of paying someone else for space at a tradeshow, why don't $1$ create my own show but not just a trade show an event?" Her concept became Dori's Diamonds Frosted Gala and she launched the first one in $2008.$The gala event is held annually at a trendy spot indowntownCalgary,andfeaturesfood,music,and entertainment, displays by Dori's Diamonds and other companies with complementary products, attractive young models modelling and handing out merchandise samples, and a silent auction with proceeds going to charity. Dorian sells event tickets to a wide network offriends and contacts, and uses social media to attract her generation to the event. It took a while for the event to reach this level. The first year was very simple with a brief dance per$-$ formance and fashion show and was attended byabout $120$ guests $($the cover was only $$8).$ By $2010,$ the event had crew of over $90$ people and attracted $350$ gues seven exhibitors, and media members. She hopes the fourth event in November $2011$ will be even more successful.Thile it is a high$-$class party, Dorian says it's all about marketing, networking, and expanding the business. She also works to give exposure to the businesses and entertainers who support and par$-$ ticipate as well as the venues that host the event. She loves to see success for others who help to build the Gala.In the spring of $2010,$ Dorian contracted and casted brand ambassadors called "Dori's Dolls" to participate in the Gala, other events, and advertise$-$ ments for Dori's 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 so she decided to create her own talent agency. The opportunity to revive and remodel a casual agency came about in the summer of $2010$ and she had the agency, called SHIFT, up and running by September of the same year. It is a full$-$service agency with approximately $30$ models providing talent to external clients, as well as to Dori's Diamonds.Finally, she also started her own creative adver$-$ tising and marketing services business called SECT, which contracts videographers, graphic designers, photographers, makeup artists, stylists, and web designers, each of whom brings additional skills to the business. SECT handles all internal marketing for SHIFT and Dori's Diamonds, and also works with external clients 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 as a whole.Herbiggestchallengeshesaysis,"building all three businesses at the same time. Creative people have egos and managing a team of them is tough. tVe also have legal issues such as copy$-$ right to deal with when many people collaborate to create something."The Gala and other events are photographed and filmed by her own inhouse contractors and videos are posted to YouTube and Facebook. "It's all designed to raise our profile and drive traffic to the website," says Dorian. Another aspect ofNEL Case $1$ Dori's Diamonds$451$her business is networking. She is very driven to network and understands that it is definitely a two$-$way street. For example, she now works with a former university classmate who started a fitness studio to train the models in her talent agency $"$in physical fitness, and in exchange $[$we$]$ will provide the fitness studio with promotional models and street teams."While in university, Dorian completed an exchange term in Europe, where she was inspired by European design and the strength of their cre$-$ ative industries. She admits at her business model ideas are borrowed from observations of how the fashion and creative industries operate in Europe, "Canadian jewellery retailers are so conservative in both the designs they carry and the way they market their product. $1$ thought $1$ could change the game."THEFUTUREDorian says her challenges right now are scaling the business, managing inventor managing the growth of three businesses at the same time, and the loneliness of being an entrepreneur. However, she has big plans for Dorian Inc. and Dori's Dia$-$ monds now that she has graduated from university. She has already started to sell a limited selection ofmen's jewellery items, is planning to design Dori's Diamonds signature jewellery for sale through bigger jewellery chains, and is setting up her You$-$ Tube channel featuring Dori's Dolls modelling her jewellery. Dorian likes being creative, whether on the design side or the business side, and she sees Dori's Diamonds as a vehicle for doing "interesting stuff' with the arts, and building arts and culture in Canada. "Business people and artists haven't seen each other yet. Someone needs to put them together in a room to begin the dialogue," says Dorian.At the age of $25,$ this engaging, driven, pas$-$ sionate, young entrepreneur faces a bright future indeed. Analyze the case including identifying issues,situation analysis and conclusion in the form of memo