It took only one jewelry party for jewelry designer Cheri Larson to realize she was meant to make jewelry as a business. It took a little later for her to realize she should turn her business model of home shows and jewelry into an opportunity for other jewelry lovers.

Like the famous Tupperware parties, jewelry parties are extremely popular these days. Larson's business, Azante Jewelry, is set up in a similar fashion.

From an article in the Green Bay Press Gazette:

Azante was launched in 2003 as a direct sales business complete with home shows. All of the jewelry is designed by Larson and made in Green Bay by five employees. "Azante jewelry is handcrafted by women for women," said Larson. They have a small showroom and Internet sales. More than 90 consultants work in 17 states with most being in Indiana. "It's funny that we're in Green Bay but we're less known here than in Indiana," she said. Larson said that the business has grown mostly by success stories though word of mouth. "I love to work with women and help empower them. Direct sales are a tremendous opportunity, especially for stay-at-home moms that want more," said Larson.