Sterling Coral and Shells is a wholesaler that distributes decorative coral and shell specimens to upscale retailers such as Ceylon et Cie, Kentstone Antiques, and Peacock Alley.

Chris founded his business in August 2004.  He made calls to The Market, picking up several retailers.  His coral was featured in the 2005 issue of Dallas Home Design and in a layout in Donald Trump’s house in the October 2005 issue of Veranda.  Ryan attended the International Gem and Mineral Show at market Hall, where he picked up several new clients.  His strategy for growth is to keep his current customer base and branch into other markets.  The Dallas area retailers market is saturated; he has strategically placed all of his customers so they do not compete with one another.  He is looking to expand into Fort Worth and Southlake, targeting the upscale, fashion forward customer.  Customer service, on-time delivery, and the best specimens available at a fair price are vital to the success of his business.  Decorative coral is a fashion fad among designers and in all likelihood will eventually phase out.  Chris is already planning, as design trends evolve to new items, to fulfill his customers’ needs.  He is currently thinking about quartz spheres, citrine points and amethyst specimens.  Chris plans to study business in college.

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