Don Hoffman Job Title: Owner Company Name: Airport Jewelers and Leg Up Marketing Sessions speaking at   FR-10 Best of the Best: Make Money Now! Buy Gold!   SA-2 INSTORE’s Bench Demo and Discussion Don Hoffman is a dynamic jewelry store owner from the Buffalo, New York area who has defined and refined a business model that every independent jeweler should examine closely if they want to survive and thrive in today's business climate. In 2005, Don started his own marketing and consulting firm, Leg Up Marketing, to help other independent jewelers build a profitable "self-sufficient" business model focused on dramatically reducing one's cost of goods, building a strong OTC buying revenue stream, expanding profit margins and engaging in a dynamic marketing strategy he calls "extreme personal branding."