This boomer’s biz became an Instagram darling

Personal Finance


Assoulin opened a New York City showroom in 2017 but intentionally keeps the inventory limited and the price point reasonable (she declined to discuss specific sales numbers).

“It’s accessible rather than aspirational,” she said. “If you have $75, you can buy a bracelet.”

There are now brightly colored earrings and necklaces as well, all in keeping with her own personal style and all equally photogenic — well suited for the Instagram age.

Other boutique brands, including Aurelie Bidermann, Lizzie Fortunato, Rebecca de Ravenel and Fallon, are finding similar success in this carefully curated niche market.

Despite Assoulin’s achievements with this approach so far, she said she’s not opposed to developing a more traditional plan going forward.

“We might try ads and see if that generates anything,” she said.

Assoulin said she would also consider an operating partner.

“I don’t know exactly where we are going,” she admitted. But above all else, “I’m going to keep it organic. I want to keep it joyful.”

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How start-up Dia&Co is catering the 70 percent of US women the fashion industry ignores



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