How to take a business from concept to reality

By Dustin Lemick, BriteCo Founder & CEO

The idea for BriteCo, an innovative jewelry and watch insurance company, stemmed directly from my frustrations at work. I was in my second decade as a third-generation jeweler, helping to run the stores my grandfather started in 1958 in the Chicago suburbs. My responsibilities included sales, writing jewelry appraisals and dealing with insurance claims. You need an appraisal to get insurance, but otherwise these processes were completely disconnected. They were also outdated and tedious, and they wasted huge amounts of time.

During the 13 years I worked at the store, tech startups were building better mousetraps for every task under the sun at an increasing rate. Instead of running to the grocery store, a user could place an order on Instacart. If they needed a ride, it took a few quick taps to get a Lyft. Paying bills no longer required a stamp and a trip to the post office; the money magically moved online.


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About the Author

Dustin Lemick is the Founder and CEO of BriteCo and a third-generation jeweler with over thirteen years of retail jewelry experience. He holds a Graduate Gemologist degree from the Gemological Institute of America (GIA) and has in-depth knowledge and expertise in appraisal systems, diamond and gemstone markets, retail pricing models, insurance replacement models, and jewelry quotation pricing systems.
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909 Davis Street, Suite 500
Evanston IL 60201

BriteCo LLC is a licensed insurance agency in all fifty states and the District of Columbia.
Please see the Licenses section of this website for more information. All insurance policies underwritten and issued by Glencar Insurance Company and administered by BriteCo.