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Know The Owner: Lawson Aschenbach

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Know The Owner: Lawson Aschenbach

Why Jewelry? That’s the first question I receive from individuals when they find out about my foray into the Fine Jewelry Industry. 

To answer that question, I’ve always loved the precision and artistic nature of jewelry. The fine details and focus on perfection is something that excites me.

It’s the design and production of the jewelry that moves me in many ways. I love the creative process, something that my business partner, Gregory, does with incredible passion.

Seeing the movement from design to a physical item blows me away. You can see the emotion and thought in every piece, especially if the design is for a particular customer. We aren’t the only ones that take pride in the jewelry. The owner has an emotional connection that will come to them every time they see or wear it. 

Personally, my best attributes are in systems and business operations. My wife calls me “Mr. Policies and Procedures” as I have a system for everything, even when it comes to laundry.

When a vision comes to mind, the process of structuring the various parts and pieces of the organization is where I shine. I enjoy the art (if you will) of creating ways to keep efficiency and productivity at an all-time high.

Now a little bit about me…

I’m a professional racecar driver and race in various professional sportscar series in North America, including the Pirelli World Challenge and IMSA WeatherTech SportsCar Championship.

Racing has been in my blood since I was born. If it had four wheels and a motor I wanted to drive it to the maximum, getting every bit out of go-karts, four wheelers, and, believe it or not, even tractors. It didn’t matter to me what it was, as long as it had horsepower.

At the age of eight, my dad got me into karting at an amateur level, and that hobby quickly turned into a passion. I wouldn’t say it struck me the first time I raced, but the desire and drive to make this my job one day came as I found more and more success in the sport.

Fast forward twenty-six years later…

I’ve been fortunate to win 9 Professional Championships between various Open Wheel and Sports Car series in America, along with over thirty-five victories as of this writing.

The feeling of winning a race is like no other in the world to me, but recently I’ve found another passion in jewelry.

It’s the precision, elegance, and emotion that drew me into the business after my brother-in-law, Gregory, and I started talking about the venture.

When we looked on paper, we complemented each other very well. Gregory has over fifteen years of experience in the business and knows the ins-and-outs of the jewelry industry. He focuses on design, purchasing, and office sales.

My ability to structure and manage things behind the scenes creates an excellent opportunity for the two of us to focus on our strengths. I enjoy working on accounting, e-commerce, marketing, and a variety of other jobs. 

In the end, the intersection of this opportunity and my desire to venture into businesses couldn’t have come at a better time. I wake up every morning excited and focused on making LaMuse Jewelers a success.

My desire to treat our customers as family and bring out emotion and creativity into every piece we make is going to push us constantly. We will never settle until our customers are happy and confident they made the right choice.

I’m looking forward to seeing LaMuse Jewelers grow and produce jewelry that truly showcases passion, creativity, and raw emotion.

Thank you for reading!


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