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INNOVATION ECONOMY

Crafting a market for custom wares

By Scott Kirsner

 |  Globe Correspondent  

  October 23, 2011

Founded by a local woodworker, CustomMade.com is trying to establish itself as the go-to destination for consumers who might be in the market for a Bolivian rosewood nightstand, or a $4,200 moose-antler chandelier. But as the company tries to grow into an eBay-size colossus, it confronts a conundrum: In an IKEA world, where consumers are content to assemble $100 bookshelves made of particle board, can you find success selling high-end, finely crafted, made-in-America products?

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