Lori Kassin is the founder of LK Jewels, a jewelry company she started when she was 17 years old with a $3,000 initial investment from her father. Now, 13 years and 3 locations later, LK Jewels is a thriving business, with its newest location in Manhattan’s Upper East Side.
In this episode, Lori and I dive into her journey – starting with going door-to-door and not making money for the first 8 months.
We discuss the challenges of building a business from the ground up, the importance of personality in salesmanship, and Lori shares her advice for entrepreneurs who aspire to build a career out of their dreams.
Enjoy!
Transcript
Victor M. Braca: What is the secret to standing out in a $73 billion industry? My guest today, Lori Kassin, has done just that. She’s built a thriving jewelry brand with three successful retail locations, including her latest on Madison Avenue in Manhattan, which is no small feat. But her journey started humbly at 17 years old, selling earrings door-to-door with just a $3,000 investment from her father.
Fast forward a decade, and Lori Kassin Jewels is well known for its high-end pieces, quality service, and arguably most importantly, a charismatic founder. I’m Victor Braca, and Momentum is where I dive deep with exceptional leaders to uncover the key decisions, defining moments, and lessons that propel them to success, and how those insights can inspire your journey forward.
In this episode, Lori shares how she carved out her niche in the crowded jewelry market, the innovative marketing strategies that keep her customers engaged—you guys are going to love that part, by the way—and her bold decision to open a store during the height of COVID. She also reveals the importance of delegation, the power of community, and her advice for ambitious young professionals and really anyone chasing their own big dream. If you’ve ever wanted to know how to turn a small idea into a thriving business, this episode is for you. Let’s dive in.
Enjoy. Real quick before we start this episode, did you know Momentum is on every podcast platform? Spotify, Apple, YouTube. To get the links to those platforms, please look at our bio. You can watch it on any platform so you don’t have to stay on the Instagram app while you’re watching. Enjoy.
Lori Kassin, welcome to Momentum. This is so exciting.
Lori Kassin: Here we are!
Victor M. Braca: So exciting, the day has finally come. We got you on the podcast. That’s right. Okay, so for those who don’t know who you are, tell us: what do you do? What does your company do?
Lori Kassin: Yes, so my name is Lori Kassin, guys. I’m the owner of LK Jewels. We sell fine jewelry, which is like gold, diamonds, semi-precious stones, a lot of gifty items, different price points. You know, we could range anywhere between $200 to $50,000. So we literally have an item for every single type of clientele.
Victor M. Braca: Okay, love it. Love it. So how did you start the company? Tell me, take me back to really the beginning—beginning beginning. I mean, like, where were you born? No, I’m kidding. But no, really, were you always into business? Did you always work?
Lori Kassin: I’ll tell you, in my entire life, I would never think that I would be a jewelry owner of three stores and just doing all this. I actually wanted to be a dancer my whole life. I love dancing, like that was my hobby, but I knew that wasn’t going to be a real thing.
Basically, let’s start back from 2012. So at 2012, my dad’s in the jewelry business, and he has all these different connections and different vendors. He knows the market, the gold’s up or down, he has all the connections. So really, all the thanks to him. He really started me off on this business. He basically handed it over to me back in 2012.
Victor M. Braca: How old were you?
Lori Kassin: I was 17. I just got married, literally in June, and we started this in September. He goes, “Lori, here’s $3,000. Take it. I’m going to help you. Let’s go buy a couple of earrings.” We bought about—back in the day, those champagne diamonds were in. So each earring was $200 or $300. So with $3,000, you could buy a nice set of earrings.
So we went and bought that Indian jewelry, and I would roll them up and I would go from house to house selling the earrings. No, literally. I would come to someone’s house, they’re like, “What do you got, Lori?” I’d open up the rolls. Okay, I have this earring. Not too many options—it was three grand.
I would sell, make profit, and reinvest, buy more. I would sell and then make profit and reinvest again. I was not making money six, seven, eight months in. Zero money did I see. So I said, “Should I give up? Should I just stop this whole business? I don’t get why people do this; they’re not making money.” The profit margins were too slim, very small.
But I just kept reinvesting, buying more, buying more, buying more, whatever. Then finally, I would say about seven, eight months in, I started to actually see money coming in. Wow, we’re making money, this and that, whatever. Then I said to myself, “Okay, Lori, what’s the next step?” So then I would start going to all these little boutique shows, like the Center boutique show and all these little shows, and meet different people. By the way, that’s my favorite part of this whole entire business. I love meeting new people, seeing who’s out there.
Victor M. Braca: You said your dad was in the jewelry business. Why did you not just go work with him? Why did you have to start your own thing? Where did that entrepreneurship come in?
Lori Kassin: I didn’t want to just go into his business, go to the office every day. I wanted to basically serve more for the community. So he said, “Here’s the money. Go see what you could do. Go out there, you have the personality, and go see what you could do.”
Victor M. Braca: Tell me about the grind in the beginning. I mean, you’re making money what, seven, eight months in?
Lori Kassin: Seven, eight months in, we started to make money. And then my major, I would say turning point of my whole entire business, which made me realize like, “Wow, Lori, this could actually be something,” was this thing called the Henri Bendel’s Buyer Day.
I don’t know if you know what Henri Bendel’s is. A lot of older people know what it is. It was basically like a Bergdorf in the city, full of accessories—jewelry, hats, all accessories. It was like the hottest thing ever. So they had this thing called the Buyer’s Day Out. Basically, anyone in the world can come on this day, stand on the line, and wait to meet the buyers to show them: what do you have to offer? What are you showing them? Who are you, and why do you need to be in Henri Bendel’s?
I started pacing back and forth. Should I do it? Should I not? Regular friends and family kept telling me like, “Lori, why on earth would they choose you? Why you out of the hundred people waiting on that line?”
Victor M. Braca: How does it work? They choose one person?
Lori Kassin: They choose whoever they like. You go, you meet, you wait on the line, you meet with them, and if they like you, you’ll get an email or phone call in the next few days: “Hi, we love your product, we love what you do, and we either want to buy your product or we want you to come do trunk shows in our location.” It was huge at the time. It was holiday, Christmas season, Hanukkah—it was just a good season to do it.
Then I said, “You know what? I’m not listening to anyone.” I was about seven months pregnant with my first kid. I said, “I’m going to wait on that line and I think I’m going to do this. I’m going to make them buyers want to choose me.”
So I went. One hour, two hours later, finally after the whole line, I got to the buyers. I opened up my rolls again and they’re like, “So what do you do?” And I go, “Look, this is my idea: the champagne diamonds. I put stones together, different things together.”
They’re like, “Wow, this is amazing.” And then I left. I was nervous. Did they like me? Did they not like me? Then sure enough, about two or three days later, I got a phone call from them: “Hi, we want to make a meeting. Come meet with all our buyers again. We want to see your product again.”
I kept doing trunk shows there, meeting different people. A higher-end clientele will come and spend. It’s on Fifth Avenue, so it was huge. Ever since then, I knew I had something very special and I just wanted to keep going. I wasn’t letting anyone take me down. No one. There were friends that made comments, a few family members: “Why are you doing this? Why do you need this?” No one’s going to take me down. This is my goal and this is what I’m going to do.
Victor M. Braca: Love it. What do you think stood out to them about you? Was it your product? Was it your personality? How did you get that call back?
Lori Kassin: I don’t know. To me, of course, I feel like it’s the product, but I also feel like I’m very good with socializing and more of like a selling point. I know how to sell you.
Victor M. Braca: And it leads right into my next question, which is that everyone, anyone, can sell jewelry, right? I was doing some Googling. I think jewelry in the United States is like a $73 billion industry. I wanted to ask you: what stands out about you? And I want you to talk a little bit about your marketing, because you focus on that a lot.
Lori Kassin: Forget it, guys! Marketing is my favorite thing in the whole entire world. It takes up my entire life, but I really feel like it sells the people. Now, for example, guys, right now is Hanukkah holiday season. Everyone wants to know what’s the next thing this girl is going to do.
Last year I did the chocolate bars. You come on in, you open up a chocolate bar; if you get the golden ticket, you win $1,000 to my store. Great. So I said this year I can’t do the same thing. I have to keep everyone on their toes all the time. It’s my hardest thing ever, but I literally invest my life into my marketing more than my jewelry, more than my buying. Instagram and marketing is everything, guys. Mark my words, it is everything.
Victor M. Braca: Love it. Wow, okay, that’s great. I hope you’re enjoying the episode so far. If you are, please leave a like, comment, subscribe. If you’re not, leave a dislike. But really, if you’re enjoying the episode, please share it with somebody who could use a little bit of inspiration. We’re trying to grow the podcast as big as possible. Anything you could do to help with that would be greatly appreciated. Thank you so much.
Let’s get back to it. Take me back to the earlier days of the business, the growth stage. You started in 2012. Take me up until 2018 or 2019. How did you go from there? You have three locations now—huge congratulations, by the way.
Lori Kassin: Yeah, great. Thank you.
Victor M. Braca: So tell me a little bit about growing the company.
Lori Kassin: So now I would say around 2017, 2018, even 2019, I decided that I’m not going to sell out of my house anymore.
Victor M. Braca: Oh, so you were selling out of your house up until then?
Lori Kassin: Correct, for five years. Five years selling out of my house, making a [living]. I was also raising little babies, so it was very hard for me to go open a store. Every year or two years I was pregnant, taking care of another baby. It was very hard for me to be out; everyone was still like very babyish, so it was a little tough.
But then about 2018 or 2019, I had my third girl and I decided that I’m going to go to—I don’t know if you guys know Twist. It’s a boutique clothing store on Avenue U. I said, “I’m going to open a small concession there and I’m going to see how it goes.” The first year, I opened two days a week with a few hours, then three days.
Then Magen David actually sent me someone to intern for me. So then I had my first worker. That’s cool. Then I started… so I had one worker there. Now I would leave, I would have a salary to pay. Then we slowly grew from then.
Then I would say literally right before COVID, 2020, I decided that I wanted to open my own store, my own location. We partnered with The T-Shirt Shop, so all our locations that we open is with The T-Shirt Shop. We have the same type of clientele, so we bring each other the same customers. I’ll bring her people in, she’ll bring her people in. It just works. This way you can keep opening locations together, and it makes it much easier. It’s so much easier to grow that way when you have like some type of partner.
Victor M. Braca: That’s cool. Nice. So when did you open up your first store? COVID hits. Did you have a store open yet?
Lori Kassin: So COVID hits and I decided… I called up Jeannette Ghalat and I said, “Jeannette, let’s do it. Let’s open a new store. Let’s gut the place out, and we’re going to open this new store.” We finally opened it in November, but it was COVID, so we weren’t allowed to open. Stores weren’t allowed to be opened, otherwise you get a ticket. It was disastrous.
But I feel like in COVID, a lot of people were just letting go, like, “I can’t work, what do you want me to do?” Four or five months, people are home, no one wants to work. I wasn’t letting go. I said it cannot be four or five months I’m going to sit home and not… I just bought all this inventory! What, I’m just going to look at it all day? I’m not doing this. COVID’s not going to stop me. That was the bottom line of it.
I actually had a cool idea, it took off. I opened my phone and I sat there on Instagram Live. I put Instagram Live and I said, “Let’s see.” People started coming on the Instagram Live and I started showing pieces. “We have a yellow gold diamond heart, $1,400.” All of a sudden, I get a DM: “Me, I’ll take it.”
I said, “Okay, this is working.” I took another piece. “We have diamond studs.” “I’ll take it.”
I go, “What’s going on over here? This is crazy.” Then I just started selling on Instagram Live because our stores had to be closed. I just paid so much money to open the store, and I just bought all this inventory stock, and it’s just not going to stop me. We’re going to continue to sell.
I sold online like that. I would drive around and drop off bags. Mother’s Day came in May. I said, “I am going to continue to make my sales, I’m not going to let it stop.” I was very driven. I couldn’t handle just sitting home not doing anything.
COVID was actually my busiest time. We worked till all hours at night. Sarah Cohen came to my house all hours at night, and we were selling on Instagram, shipping back and forth. I had to get things rolling. I would buy more goods. The vendor’s like, “Why are you buying goods?” I go, “What do you mean? It’s a busy season!” He’s like, “What?” Love that. So we did everything on Instagram Live. And then that led to my whole Hatzalah thing, everything I do for them, which is huge, by the way.
Victor M. Braca: We’re going to get into that. I usually like to leave the end of the episode for community.
Lori Kassin: Yeah, love that.
Victor M. Braca: So tell me, you’re selling on Instagram Live which is, by the way, a great idea. Everyone’s on their phones and everyone’s bored.
Lori Kassin: All I kept doing was going on the live. You could ask anyone, they all know me. 2020 was like my time to shine. All I did was go on Instagram Live and sell.
Victor M. Braca: And you still had the store at that point? You just couldn’t open?
Lori Kassin: Right, you couldn’t open. We would hide under the gate and this and that, because if they see you open, you get a ticket. It was crazy.
Victor M. Braca: When did the store open up?
Lori Kassin: Finally COVID… thank God everything got better. People started to get back into routine and we were able to open our store and we did amazing. Thank God, we grew. We were a little nervous, we invested so much, but to me, I feel like the more you invest, the more you make. That’s how I look at it. You make things nice and enjoyable for the clients, they’ll spend more. So don’t ever think, “Oh, let me cheapen out.” Invest. I promise you’ll make it all back plus more.
Then things went very well and I spoke to Jeannette and I said, “What are we going to do about Deal?” She has her separate store; I’m still in Twist. I said, “We need to open up another location together in Deal, New Jersey.”
About two years ago, we got a decorator for all our locations and we found the right place, the right landlord, and we opened the second location in Deal, New Jersey. Again, we invested a lot in it, from the wallpaper to the gutting to the knockout. Again, the store did super amazing. Great, thank God.
And then now that leads me to today. Guys, we just opened about a month and a half ago on Madison Avenue. Us and The T-Shirt Shop. So cool! It’s the craziest thing in the world. It’s actually a crazy story also.
About two months ago, it was like September 30th. I went out for dinner with a friend, and we were just discussing, and someone had a place for me. They were like, “No problem, take this location, but you have to open in one month because it’s holiday season. If you don’t open now, don’t open at all.”
I said, “Hold on, it’s September 30th and I need to open November 1st? There’s Yom Kippur, Sukkot in that one month.” So how am I gutting an entire place, putting merchandise and showcases and everything in one month with three holidays in between? I said, “Take it or leave it.”
I said, “You know what? I’m doing it. That’s it. Challenge me. I’m going to open this store in one month with all these holidays.” We had sleepless nights. I jumped on a plane to Miami for 24 hours—literally 3:00 a.m. to 3:00 a.m. because I didn’t want to sleep there—and bought all the merchandise for the store. It was just… wow. I didn’t sleep for a month, but November 4th, we had our grand opening. And we really, thank God, guys, we killed it. It opened me up to a whole different community—different people, city people.
Like I told you, I love meeting new people. That’s my favorite part of this whole entire job: socializing, making people happy. I don’t know, that’s my favorite part of this whole thing. I don’t care about the jewelry, I don’t care about… I just love knowing people, meeting new people, and just putting myself out there.
Victor M. Braca: Do you think that’s what brings people into the store?
Lori Kassin: I think so, yeah. The personality. We’re doing everything from the heart. I love everyone. You want to come buy? Buy. You don’t want to come buy? Still come by and just talk to me, and I want to be your friend.
Victor M. Braca: Love it. I love that. So let’s shift towards the advice that you might have for young people. Ambitious people who want to start their own company someday. What’s your advice for them? How do you set yourself apart?
Lori Kassin: I feel like everyone always asks me like, “Lori, how do you do it? You have three stores, thank God, you have young children, you have a household.” Forget it! I have meetings from therapists for my kids, to my store on Madison wants this, but Jersey wants that, but Brooklyn wants this. It’s like everything’s always flying.
But I feel like sometimes you just have to let go and let the people that you hired help you. When you build a great team and you trust in your team, you will be successful. I know it’s very hard—you always want to do everything yourself. “I want to be there for this client, I want to be in the city and Jersey.” You have to let go. You have to build a team and you have to trust your own team.
Victor M. Braca: Love it. Delegation.
Lori Kassin: Yeah, I’m… that’s my number one thing. I love to delegate. Whether it’s in my house, whether it’s in my store, I could delegate all day long. This is how everything is going to get done, because one human person can’t be 20 people in one. You can’t, it’s physically impossible.
I remember I used to, even a month ago, it’s stress. “I wish I was in the city store, all the customers are there, but I’m in Brooklyn. Wait, I wish I was in Jersey, there’s all the customers there.” There’s no wishing. You’re one person, and there’s only so much you can do. So if you have so much on your plate, build a team. Hire people, trust them, let them do what they have to do, and then you’ll be so successful. You’ll get everything done, I promise.
Victor M. Braca: Did you ever struggle with delegation? Or was it always natural for you? Because a lot of people, that’s a hard thing for them.
Lori Kassin: Everyone always says, “Is delegating hard?” I don’t see why it’s hard. If you’re super organized, you have everything written down from the beginning of the week. My dinners have to be done, these deliveries have to go out, the shipping. If you just stay organized from the beginning of the week… I always say time is money. Every single minute of your time is money, it’s valuable. Don’t waste your time. Do what you got to do.
Victor M. Braca: Well, that’s why you don’t find delegation hard. Everything is written down.
Lori Kassin: Recorded, written down. Everything is written down, handled. I’ll text my workers from the night before: “These are the things that need to get done today. Fill out these orders, ship these orders, this guy’s coming to pick this up.” I always prepare them from the night before. That’s the key. So that day, everyone doesn’t get stressed out and everything gets done.
I promise you guys, I still have a social life. I make sure to hang with my friends, text them, “Let’s go for dinner.” My children… I’m on top of everything. And my stores. It’s the only way. Trust your team and build one.
Victor M. Braca: Love it. That’s great. That’s a good one. Okay, let’s shift a little bit towards community. We mentioned your involvement with Hatzalah before, but I want to shift towards community in general and then we’ll get into how you’re involved. So, how has being a part of the community helped kickstart your company?
Lori Kassin: Honestly, without this community, I don’t think I would be here today. Literally. We are so lucky to be part of this community. I know no one realizes it, but you don’t understand, they’re so supportive. Anyone that opens anything, that’s us—we just want to support them, we just want to see them do well. We are so lucky to be in this type of community where they care, they want to see people do good. Really, guys, I just want to thank you, because today I would not be here if it wasn’t for every single person in this community. Whether they bought from me, whether they just liked my Instagram photo, or whether they entered my Hatzalah contest. Anything. Really, guys, I just want to say thank you, because this community is an unbelievable community.
Victor M. Braca: Beautiful. Tell me about the Hatzalah initiative.
Lori Kassin: Okay, yeah. By the way, it’s tiring talking!
Victor M. Braca: No, no, this is what I do all day. But I love it. You’re a natural, I can tell.
Lori Kassin: People probably have to take two? Legit. No, this is what I should—keep all this in, by the way. I love it!
Victor M. Braca: It’s crazy. Yeah, okay.
Lori Kassin: So with Hatzalah, basically, like I told you, COVID hit. I had a crazy story. I decided every year I do a Mother’s Day contest. So I said, COVID year, I’m going to do a Mother’s Day contest, but for every entry, I’m going to give $1 to Hatzalah. They were in the front lines, it was hard for them. There was a lot going on during COVID; Hatzalah was very jammed and they couldn’t keep up.
I said, “I’m going to donate what I can. For every entry, I’m going to give $1.” Then it started adding up. I think it came out to like $2,000 at the time. This was back in 2020. And we go on Instagram Live, and I go on with Mr. Harry Adjmi. He is literally super amazing, the best, the best. And we start talking. On the live, we start raising more and more money. Harry comes on, I’ll never forget his words, he just kept saying, “Double Down. Everyone needs to learn to double down.”
I said, “Okay.” We raised the money, gave it to Hatzalah. End of discussion, over.
Then—you’re going to freak out right now—exactly one year later: double down. I had twin boys. I have three girls, and Hatzalah saved my life. Literally saved my life. Me and my twins. They rushed me to the hospital with a super emergency and saved our lives.
And it just shows you how things work. You give, and Hashem will save you. It’s just crazy. Harry said “Double Down,” and the twins and Hatzalah saved my life.
It just shows you… I kept saying, “Why am I raising money for Hatzalah? Why is this happening?” But it just shows you the power of Hashem. He put you in that situation for a reason. One year later, you saw what happened. Ever since then, I said I am always going to do this for them. I can’t [express] how much they mean to me and what they do. They’re so amazing.
Last year, we do it every single year, but last year—2024 Mother’s Day contest—we actually raised $150,000 in 60 minutes.
Victor M. Braca: Wow.
Lori Kassin: Just for my Instagram Live! That’s huge! Me and Harry talking. In the end, I gave away a $10,000 gift certificate to LK, and everyone entered. It could be small entries, big entries. And now we all have a truck, a Hatzalah truck. It says, “From the Lori Kassin Instagram family.”
Victor M. Braca: That’s so cool!
Lori Kassin: How amazing is that? That is so cool! To me, that’s my life. There’s only so much I could do for them, and I wish I could even do more than that. It’s so amazing what they do.
Victor M. Braca: Wow, really, that’s great. How do you advise young adults nowadays to utilize the community? You mentioned the community kickstarted your business. You would not have your company if it weren’t for the community, right?
Lori Kassin: Right.
Victor M. Braca: How do you advise young adults today, or anyone today, to take advantage of that?
Lori Kassin: I feel like, because we’re all part of this community, it’s all about who you know. That’s also a number one thing. It’s always good to get out there, know people, network. It’s all about who you know, what you know. Make the connections, get out there, and don’t be afraid. Don’t let anyone put you down. If you have a dream, if you have a goal, go for it.
Victor M. Braca: I want you to put yourself in the shoes of a high schooler. An ambitious high schooler who wants to start their own company someday. What would you say to them to inspire them?
Lori Kassin: I would say to someone who wants to start a new business: don’t be afraid of not making money in the beginning. Because I’m not going to lie, in the beginning, I was very nervous. The first six, seven months, I said, “Why am I doing this? Why should I work so hard to make zero dollars? It makes no sense.” I’m working and reinvesting, working and reinvesting. You’re making no money. So why would I continue this?
I feel like: don’t get let down from that. Just keep going. I promise you, it’s all going to work out and you’re going to do amazing. So don’t stop from the beginning. Continue, push through it. You fall down for a second, get up, do it again, keep moving. Don’t let anyone stop you.
Victor M. Braca: Love it. By the way, the thing when you got it ready in one month? It was a construction site. We literally boom-boom the whole thing. How’d you even put merchandise there? How’d you even get people to send you things in? What about getting workers?
Lori Kassin: Think about it. You need to open a new store in the city, right? So that means you need workers, you need showcases, you need—I don’t know how much merch—but a crazy amount of merch. You need to decorate the place.
And for us, for jewelry purposes, for insurance purposes, there’s a lot. You need a safe, you need an alarm, you need security. It was just so much. But I was so driven. I said, “I’m going to open this store.” There was no choice. When I put my head into something, even if I’m under pressure, it doesn’t matter. I was getting this done. Sure enough, boom. I hopped on a plane for 24 hours.
Victor M. Braca: How important do you think that work ethic and being driven is?
Lori Kassin: I’m very, very, very driven. I don’t give up very easily. I really don’t. And also, this is another thing: when I do something, I put my all into it. It’s like you have me 100%. Not 50%, not 70%, fully. I’ll be at 1:00 a.m. tagging merchandise in my bed. That type of thing. Holiday season’s here; it’s like, “How much could we sell in this one month?” It’s not laid back. I’m always planning, planning, planning.
Victor M. Braca: Love it. Love it. I want to ask you our show’s signature question. As you know, the show is called Momentum. We try to inspire people on their journey to success to build up their momentum. You know, it’s like baby steps, a snowball effect. So I want to ask you: what was your momentum moment? What was the moment where you realized it could be a real business? It was turning around—you know, you weren’t making money in the beginning. When did you realize that, “Wow, this is something I could do for the rest of my life”?
Lori Kassin: I would say when Henri Bendel’s called me and said, “We like your product, we like you, so come on in and let’s have another meeting.” That’s an amazing story, by the way. I was just like, “Wow, I did it. This could actually be something.” I don’t know what, but we have something, so let’s go with it. Let’s go with the flow.
Victor M. Braca: Love it. Wow, okay, that’s great. Anything else you want to tell the community? The youth of the community? Anything else to inspire anyone?
Lori Kassin: I feel like for all the young people who feel like it’s so hard—”How could I ever be this?”—my advice is to always keep going. Stay driven and don’t let anything get in your way. Don’t let anything pull you down, and just keep going. You’ll do amazing.
Victor M. Braca: It’s great. Lori, thank you so much. The whole community is watching you, following your Instagram, making sure we have eyes on your next move. We don’t know what it will be, but…
Lori Kassin: Guys, we’re always keeping everyone on their toes! I’ll tell you that much. That’s the key: marketing, by the way. All about the marketing.
Victor M. Braca: Love it. Okay, Lori, thank you so much. This was great.
Lori Kassin: Got it!
Victor M. Braca: Thank you for tuning in to this episode of Momentum. Lori shared some incredible insights about what it takes to stand out in a competitive industry, like how marketing isn’t just important, it’s everything, and why delegation and building a strong team is crucial to growing your business. She also emphasized the power of persistence, whether it was selling door-to-door with no guarantee of making a profit, opening a store in the height of COVID, or juggling the demands of three locations while raising a family.
Lori’s story is proof that with enough drive and creativity, anything is possible. What stuck out to me was Lori’s salesmanship. She clearly knows how to connect with people, build trust, and turn every interaction into an opportunity. I can personally tell you that that’s a common theme I’ve noticed among all the founders that I’ve interviewed.
If you enjoyed this episode, you’re going to love my conversation with Jack Ovadia. Jack founded Ovadia Design Group, an award-winning architectural and interior design firm. He opened up about the struggles of starting and scaling a business in one of the most competitive industries in the world, and more broadly, he spoke about how to scale a company that is the brainchild of your passion. You can find that episode on any platform—Spotify, Apple Podcast, YouTube—by searching up “Momentum Jack Ovadia.”
Before I go, just a quick reminder: Momentum is on every podcast platform—Spotify, YouTube, Apple Podcast. In case you didn’t know, you can find links to all those platforms on our website, themomentumpodcast.com. Also, just check out the website; it’s very cool, you’re going to love it. Let me know what you think.
That said, thank you for listening to this episode. Don’t forget to subscribe, rate the show five stars—it really helps us out—share with a friend who could use a little inspiration. Oh, and also leave a comment. I’m almost getting too rich and too famous to respond to the comments, but leave a comment while you have a shot at getting a response from me. No, but in all seriousness, thank you for watching. Until next time.
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