Surgical plates make a fashion statement

A Nevada orthopedist makes edgy jewelry out of edgy material.

By Karen Caffarini — Posted Sept. 8, 2008

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Making sidelines pay

Business Pitch

Doctors who branched out beyond running their practice tell why they did it, how they did it, and what you should know before you do it.
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Name: Michael Crovetti, DO

Specialty: Orthopedics

Location: Henderson, Nev.

Company: Skeletal Metal -- rings, necklaces, earrings, bracelets and other jewelry made from stainless steel reconstructive plates, like those used in orthopedic surgery.

Annual revenue: About $500,000 expected in 2008, now that the company is selling jewelry in some of Las Vegas' biggest casinos and online (link).

Why he started the business: "I had the idea years ago. The plates are so unique, so edgy, you can bend them into many things in surgery," Dr. Crovetti said. The Recon ring line, made from plates used to fix elbows or forearms, sell for $129.99, he said. Thin-line rings are made from plates used to fix hands and feet and cost $99.99. Male bracelets are the most expensive item at $189.99.

He has two other businesses besides Skeletal Metal and his practice, Crovetti Orthopaedics & Sports Medicine. He operates the Medical Education & Research Institute in Henderson, where surgeons are trained in new medical equipment, and Nevada Sports Academy, an athletics training facility.

Why he continues to practice: "I love my job. Everything I do is based around orthopedics. Nothing will replace my medical practice," Dr. Crovetti said.

Words of wisdom: "Stick with what you know. Invest in yourself and keep your money, dollars and energy close to your heart. The key is to hire awesome people to help, and it is important that you trust them. There is no way you can do everything yourself.

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