Some graduating seniors panic on the brink of graduation fearing the inability to find a job or the thought of actually getting out into the real world. But not Dane Short.
Dane, a marketing major at UNLV is ready to graduate this December and dedicate more time to his family business, Meridane Design. "The timing couldn't be better. I've been handed a unique product with so much potential to go global... I'm constantly thinking of ways to make Meridane better, how to keep it on top of trends, how to increase awareness."
Dane is the director of sales and marketing for Meridane Design, a jewelry line started by his mother, Sally Short, who channeled her inner-hippie to design the "What U Love" symbol. It represents peace and love. As the line gained momentum, Dane stepped in.
"Dane has been one of my top students in each of the three [marketing] classes we have had together," professor Todd Uglow said. "He clearly has good business instincts which will serve him well as he embarks on his entrepreneurial venture." Those instincts led him to embark on a database and viral marketing campaign, increasing awareness and loyalty to the Meridane brand.
Dane said his education has played an integral part in taking on his position in the business. "I've been able to apply everything I've learned at UNLV to the real world."
With Dane's marketing projects, the company's clientele base has expanded from its beginnings in Durango, Colo. to an up and coming, nationwide commodity. In addition to heightened communication efforts, Short has started a nationwide public relations campaign including a television spot on "Lunchtime with Ira." The show, shot at the Las Vegas Hilton, airs Nov. 17 and broadcasts on Clark County Television (Cox Cable Channel 4), in rooms throughout the hotel, and in Hawaii.
In addition to Lunchtime with Ira, the Hollywood Insider has expressed an interest in featuring Meridane design. Other projects include featuring the jewelry in publications' holiday gift guides and fundraisers with charities and churches.
"We're also donating a portion of our proceeds to the Make-A-Wish foundation…we're also in talks about implementing partnership with them," Dane said.
Dane's education at UNLV not only aided him in promoting Meridane Design, but also in protecting its symbol and trademark.
"After learning the importance of trademarks and copyrights I teamed up with Uglow and moved forward with getting a copyright and trademark on the "What U Love" symbol as well as the Meridane Design Logo. Both are registered under Meridane Design LLC."
Dane also emphasized the importance of building good relationships with professors. "Professors are really helpful, not only for teaching concepts but giving real-world advice to students. Many of my professors are still active in their fields…it's great consulting with professionals for free," Dane said, adding another connotation to the word, "priceless."
Uglow said, "Dane has proven that he can be very resourceful in meeting his goals, even on a limited budget."
Where can you purchase jewelry by Meridane Design? Eventually, as Meridane Design picks up steam the Shorts hope to open their own store, but for now pieces including the "What U Love" symbol are sold online exclusively. One place you won't find the Meridane is in a J.C. Penny or Claire's.
"We really don't want to wholesale or license out the symbol to other companies," Dane said. Even though doing so may increase the company's profits, Dane insists on "growing the brand as a family. We are never going to outsource, either."
Meridane Design is the lovechild of Dane's mother, Sally. She combined the names of her children Merida and Dane to form Meridane Design. The "What U Love" symbol is the backbone of the jewelry line, and it started with a doodle inspired by the popular Beatles' song "All You Need Is Love." Sally, looking to create a powerful symbol with the same message, superimposed each letter of the song title on top of each other and completed the symmetrical design with a peace sign, an homage to her hippie days.
After many revisions, the symbol was finalized into a figure that resembled a rectangle containing a peace sign, cross, and the letter "V." But there is more to the symbol than geometry. The "What U Love" symbol is original and simple, yet contains a meaningful message hidden in plain sight. In fact, every letter of the alphabet can be traced within the symbol to customize a personal message.
With its universal appeal, the "What U Love" symbol has meant different things to different people. "It's hard to define a target market because of the endless possibility of combinations. Some people wear it as a personal empowerment symbol, to represent a different word of encouragement for each day. Some wear it with the name of a loved one in mind. It's also been a favorite with religious people since it contains a cross and their choice words of faith," Dane said. When gifting the "What U Love" symbol, each customer can send the jewelry piece with a personalized gift card containing the desired message.
"For me and my bad case of senioritis, my symbol says, 'GRADUATE' and it helps keep me on track," Dane said.
To lean more about Meridane Design check out http://meridanedesign.com.
