By  on September 1, 2011

The homepage of BeachMint.com doesn’t look like much. It’s bare bones at best with a logo of plain, lowercase letters done in two shades of green — seafoam (beach) and mint (mint) — and three links, one to job listings, one to contacts and one to JewelMint. This is introduced with a bland declarative: “Our first product JewelMint is live. Check out our exclusive Jewelry collection designed by Kate Bosworth.” One almost expects to click and be redirected to a NSFW (not safe for work) destination. But BeachMint and its founders, Josh Berman and Diego Berdakin, are indeed legit, if behind on updating their own corporate Web site, which bears no mention of the recent additions to its portfolio.

This story first appeared in the September 1, 2011 issue of WWD. Subscribe Today.

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