Introduce your business and tell us your story: How did you decide on what to sell, and how did you source your products?

Dualitas was born from the desire to expand upon the traditional notion of jewelry. Beyond adornment, each piece includes stones that various cultures have believed hold various metaphysical qualities which have a positive effect on the wearer. Our collections were all conceptualized and designed in Palo Alto, California and handcrafted in the gem capital of the world – Jaipur, India. We use natural and hand cut stones.

How did you earn your first sales? Which channels are now generating the most traffic and sales for you?

Our first sales were found mostly through social media and Google marketing. We also believe that great customer service really helps with word of mouth, both in person and on social media. Both online and our retail store are generating sales, and online traffic is great.

Tell us about the back-end of your business. What tools and apps do you use to run your store? How do you handle shipping and fulfillment?

We use Shopify for our POS and our entire website/shipping. It's great to have it all in one easy-to-use place! We fulfill our orders internally, at our office and retail location. We use a combination of shipping services depending on where the product is going.

What are your top recommendations for new store owners?

Continue striving to improve; there is always work that can be done to make the website function/look and feel better! Also linking up social media, retail, and any other channels of communication is key.

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