Ravi Ratan purchased the domain name Cufflinks.com as an offshoot of his family’s third-generation menswear company and with plans to eventually start a business.
Even before the site was developed, Ratan immediately started receiving e-mails from people looking for cufflinks online. To capitalize on the interest, he took photos of the inventory in one of his family’s retail stores and posted them online. Everything sold out in one day.
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