Every company has a weak spot. Needs, things they need to accomplish, whether that is needing to secure more funding, being outside and defining their market more effectively, executing on sales and marketing, or simply hiring the right people, every company is struggling or trying to gain the upper hand in some way. We often get so myopically focused on our own company, whether that’s establishing a mural on the wall or getting something cool for our team, we often forget about the needs of our customers and how intimately we need to understand them. Today, I talk to Tori Dundas who has seen this, felt this, and made a fantastic company surrounding a very important need.

Breaking away from the pack 1:04
Coming up with the idea 3:22
Getting through the hard times 7:10
Her tactics for gaining people’s trust 12:06

“The industry will tell you that this is what you should buy, but this is as much as you’re going to see with the naked eye. So is it more important to you that something is microscopically beautiful? Or just do you want something that you can maybe get a bit bigger of a diamond or clearer of a diamond and the clarity to the naked eye is good enough. Having those conversations is how I’ve been able to build that trust as myself, as my brand.” 13:07

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