Peter Stone’s Business Model for Jewelry Sales at Fairs and Festivals

Introduction 

Peter Stone begins by sharing the origin of his jewelry business, Peter Stone, motivated primarily by his desire to travel. Initially, Peter worked as an engineer on merchant ships, traveling extensively to over 45 countries. However, he wanted to transition from that lifestyle and sought a business model that would allow him to continue traveling while earning income. His idea was to work with gemstones—small, portable, and easy to sell anywhere he went. This concept was rooted in practicality, as gemstones could be carried discreetly and sold in various locations.

His first attempt to sell gemstones independently did not succeed due to a business collapse in 1989. Instead of giving up, Peter adapted his approach by combining gemstones with jewelry, a model he had tested back in 1985. This shift proved successful, and he gradually expanded his inventory and sales efforts. Starting small, buying and selling incrementally, he developed his business from a modest operation to one with a broader reach.

Discovery of Fairs, Festivals, and Markets

Peter recounts how his weekend ventures led him to a flea market in the Florida Keys, where he set up a jewelry stand. Unexpectedly, he met three out-of-state store owners who purchased wholesale jewelry from him, generating more than $500 in sales that day—a significant sum at the time (equivalent to $3,000–$4,000 today). This encounter was pivotal, as it opened doors to wholesale opportunities and connections in the jewelry industry, even though Peter had not initially intended to wholesale at the flea market.

The flea market experience introduced Peter to the vast potential of fairs, festivals, and events as sales venues. He began attending retail fairs and trade fairs across the globe, where he made substantial profits and cultivated a diverse network. These events ranged widely in theme and audience, including music festivals, Highland and Celtic festivals, Renaissance fairs, horse shows, and even specialized pet shows. Peter emphasizes that whatever someone’s passion or interest, there is a corresponding event where customized jewelry can be marketed effectively.

Business Philosophy and Lifestyle Benefits

Peter’s core message is about aligning one’s business with personal passions and leveraging fairs and festivals to build a successful jewelry enterprise. He encourages viewers to “get on the right side of the table”—meaning to be the seller who earns from these events rather than just an attendee or participant. By doing so, he asserts, one can quit the traditional nine-to-five job and gain true freedom and financial independence.

He highlights the uniqueness of this business model: it offers mobility, low overhead, and access to a diverse customer base passionate about specific themes or lifestyles. The model is scalable and adaptable, allowing entrepreneurs to sell products that resonate with their interests, thereby enhancing motivation and authenticity in sales.

Introduction to the Enterprise Program

Towards the end of the video, Peter introduces his structured business opportunity—the Enterprise Program. This program is designed for individuals ready to invest seriously in starting or expanding their jewelry business with professional guidance and resources.

• Investment and Inventory: The program requires a starting investment of $30,000, which grants participants $60,000 worth of retail jewelry inventory. This inventory is carefully selected based on proven best sellers, providing a solid foundation for immediate sales.

• Turnkey Business Model: The program offers a complete, turnkey business setup, including a 90-day plan designed to help participants launch quickly and effectively.

• Personalized Coaching: Participants receive a half-day, one-on-one training and coaching session directly with Peter Stone via Skype. For those able to travel, there is also an invitation to visit Thailand for in-person training and to tour the jewelry factory.

• Dedicated Support: Each participant is assigned a top-level sales representative to provide ongoing assistance and support, ensuring that no one feels isolated or unsupported throughout their venture.

• Custom Jewelry Line Creation: Peter’s program includes a unique service where participants can design their own jewelry line. Even if they lack design skills, they can provide rough sketches, concepts, or inspirations—such as pictures, drawings, or paintings—and the professional team will translate these ideas into 25 custom jewelry designs under the participant’s brand. This personalized approach differentiates the business and builds brand identity.

• Access to Niche Markets: Participants gain access to over 37 niche markets, enabling them to target specific customer segments aligned with their jewelry collections.

• Factory Visit: The program includes an opportunity to visit the jewelry factory, giving participants insight into the manufacturing process and fostering a deeper connection with the product.

Conclusion and Call to Action

Peter closes by emphasizing the effectiveness of the program, rooted in his own experience of building a successful jewelry business from scratch using this model. He invites interested viewers to download detailed program information by submitting their email or calling for more details. The tone is encouraging and optimistic, highlighting the program as a “cool” and viable way to transition into a profitable and enjoyable jewelry business built around fairs and festivals.

Key Insights

• Travel-Inspired Business: Peter Stone’s business model is born out of a desire for travel and mobility, demonstrating how lifestyle goals can inform entrepreneurial ventures.
• Adaptability and Creativity: Faced with setbacks, Peter creatively pivoted from gemstone sales to jewelry, showing the importance of flexibility.
• Fairs and Festivals as Untapped Markets: These venues offer lucrative and diverse opportunities for small-scale, mobile retail businesses, especially those with niche products.
• Passion-Driven Sales: Matching products with personal interests or fandoms allows sellers to connect more authentically with customers.
• Turnkey Business Support: Structured programs with inventory, coaching, and custom design support can significantly reduce the barriers to entry for new entrepreneurs.
• Scalability and Customization: The ability to create personalized jewelry lines tailored to niche markets provides a competitive advantage.
• Comprehensive Training and Support: Continuous coaching and factory tours enhance participant confidence and industry knowledge.

Frequently Asked Questions 

Q1: What inspired Peter Stone to start his jewelry business?
A1: Peter was inspired by his love for travel and wanted a portable business that allowed him to sell products anywhere in the world.

Q2: How did Peter initially test his business concept?
A2: He initially sold gemstones but later combined them with jewelry after a business collapse, which proved more successful.

Q3: What types of fairs and festivals are suitable for selling jewelry?
A3: A wide array of events including music festivals, Celtic and Renaissance fairs, horse shows, and pet shows offer opportunities.

Q4: What does the Enterprise Program offer?
A4: It provides inventory, personalized coaching, a turnkey business model, custom jewelry line creation, and access to niche markets.

Q5: How much investment is required to join the Enterprise Program?
A5: The starting investment is $30,000, which includes $60,000 worth of retail jewelry inventory.

Q6: Is design experience necessary to create a jewelry line in this program?
A6: No, participants can provide rough ideas or concepts, and the professional team will develop the designs.

Q7: What additional support does the program provide?
A7: Participants get a dedicated sales rep for guidance, one-on-one coaching with Peter Stone, and an invitation to visit the factory.