Stuller Shares His Success Story
By Mauricio Minotta

Although the secret to Matt Stuller’s 30-plus years of success lies, in part, in his ability to identify market trends, strong research and smart business sense, he also said the underlying factor that got him to where he is today is his dedication to customer service and the ability to stay humble.

“Service is key,” said Stuller, president and CEO of Stuller, Inc. “But if you really care about service, you have to be humble.”

He demonstrated his down-to-earth attitude when he took off his shoes during a Nov. 10
lecture to a group of students and the San Diego Chapter of the GIA Alumni Association. He gave the rest of his talk in suit and socks. 

He focused on his company’s history, which he literally started out of the trunk of his car – selling findings to jewelers across Louisiana, Mississippi and Arkansas – and built into an empire that produces 340,000 jewelry-related products that can be shipped overnight anyplace in the United States.

Stuller also gave advice by using his business model as an example. He started Stuller, Inc. in 1970 with the goal to provide the fastest guaranteed service possible to jewelers. A self-described impatient man, Stuller decided early on that this would be his niche in the industry. He encouraged those in attendance to create their own place in the market.

“It’s all about finding your customer, figuring out how you can be different from your competition and service, service, service,” he said.

He also discussed trends, the need to keep up with changes in the market and challenges facing the jewelry industry. He stressed the need for diversifying, which he did more than 10 years ago. Originally a findings wholesaler then manufacturer, Stuller, Inc. began to buy and sell gemstones and finished jewelry pieces to keep up with the market and, eventually, increase business.

“You have to continually think outside the box,” Stuller said. “If you’re not watching what’s going on today, you’ll become a dinosaur. Change (in the market) is happening quicker and quicker these days. You have to figure out the change and learn how to take advantage of it.”

Stuller suggested that branding is not only a growing trend in the jewelry industry, but a way to help distinguish one’s product over another. It also raises the credibility and demand, he said.

“In today’s market, if you’re not branded, you’re a commodity,” he said. “People are willing to pay more for a brand, plus it builds reliability in the consumer’s mind for your product.”

Market strategies and brands aside, Stuller also stressed the importance of having a genuine love for one’s work. While most of his employees in the early days would go home at 5 p.m., Stuller said he would stay past midnight to continue working on his business, mainly because, to him, it was fun, not work.

“Find your passion and don’t pass up an opportunity to have fun,” he said. “Business isn’t always fun, but if you go into it from that perspective, it can make the whole experience very exciting.”