Paragon Lake founders--Lauzon and Reuben-- were recently selected by BusinessWeek in its second annual search for the best entrepreneurs 25-years-of-age or younger. 

Name of business: Paragon Lake LLC

Mission:  Enable the expression of individuality through jewelry. We are a manufacturer of certified diamonds and customized fine jewelry.

Began:  August 2006

Revenues: $3,000,000 by August 2007

Initial Investment: $200,000

Where:  Beverly Hills, CA

Founders:  Matt Lauzon & Jason Reuben; matt@paragonlake.com;jreuben@paragonlake.com; 888-697-2491; UGs 2007

Employees: Less than 10

How The Idea Began: "There is a demand for true customization of jewelry. Our goal is to connect consumers from all over the world to quality designers."

Initial Preparation to Germinate Idea: Created a website and formed strong supplier relationships. Our operational structure allows us to deliver the product within five days without carrying excess inventory.

Favorite Thing about the Business: We are able to please our customers. Our focus is on giving current fine jewelry consumers the best experience possible. It is rewarding to see the smile on a customer's face when they realize you have delivered what you promised or more.

Worst Thing About the Business: Jason and I see each other more than we see our girlfriends. It is a wonder we get along so well.

Biggest Challenge: Creating a relationship with customers over the internet. We understand the value we provide and it can sometimes be difficult to convey it to potential customers.

Lesson Learned: There is no such thing as a business that runs itself.