David Hall found a good fit in life. Since 1987, and with some heartaches and headaches along the way, Hall has remained true to his innovation, a jean with a gusset, a diamond-shaped panel of fabric sewn into the crotch to eliminate stress and add durability and comfort.

Today, Hall has a registered trademark for his Diamond Gusset brand, a healthy Internet business for Diamond Gusset Jeans, a home store in Bon Aqua, 10 miles south of Dickson, a shop on the historic Lynchburg Square to attract a worldwide audience of tourists, a special pant for motorcyclists and a hearty promotion of his commitment to All-American made products.

His success came from one simple idea, and his story covers many facets of entrepreneurship.

Hall dropped out of the University of Mississippi his senior year and joined Levi-Strauss. He was lured away by Lee Jeans, with all of his responsibilities being in sales and merchandising.

At that time Hall’s son and cousin were participating in martial arts, and the uniforms included gussets.

“I had one of those ‘eureka’ moments,” Hall says. “A jean with a gusset. I gave a martial arts uniform maker some denim to fashion a jean with the panel. From that moment, I was hooked.

“We went through several prototypes and eventually scored a touchdown. I was so confident of my idea I resigned from Lee. Diamond Gusset is an innovative jean, its name is the product.”

Hall took $25,000 out of a 401K, and an investor, who retired from the venture later, contributed the same amount. The jeans were made at a plant in Red Boiling Springs.

Diamond came out of the gate quickly, with more than 50 retailers carrying products and with sales exceeding more than $1 million dollars a year.

“Young, gung ho and naïve. Failure didn’t even enter the mind,” Hall adds.

David Hall

Alas, the Red Boiling Springs company was bought and Diamond Gusset lost its manufacturer. Orders couldn’t be filled, relationships were lost.

There was a year of very few sales and no cash flow.

Hall buckled his belt a little tighter and charged forward.

“I just couldn’t let go of the idea,” he says. “I was determined and talked my uncle into backing me. I found a manufacturer in Kentucky known for quality, which agreed to work with me.”

Again, the Kentucky company went bankrupt. Hall still refused to give up.

Hall bought his jeans out of bankruptcy at half price. He spoke with fabricators in Mississippi and Alabama before settling on one in Georgia. He opened a retail store in Hickman County and eventually paid back his uncle.

He later rented a small space in Bon Aqua with the name Bon Aqua Clothing Company.

Eventually, he built his first retail store in that small community with the moniker Diamond Gusset Jeans.

“That part of my life was a roller coaster,” Hall recalls. “I’ll admit it sickened me when I first heard about the bankruptcy. But I was invested in the product, and too much work and energy had been put forth.”

Hall makes a point, and his website promotes that all of his products are made in America. As motorcycle enthusiast, he developed a pant for riders, lined with Kevlar in the hips, seat and knees for protection.

His interest in cycling gave the company a boost. He participates in rallies and rides in and outside the state, which has been good for advertising.

Most of the Diamond Gusset business remains through the Internet, though Hall has targeted stores for Sevierville or Pigeon Forge, Huntsville, Ala., and northern Georgia.

He plans to expand the Bon Aqua store and is building a trailer to take to events.

His patriotic business devotion also includes charitable work and fundraising for the American Red Cross, Wounded Warrior Project, Home for a Hero and Alive Hospice. He has a relationship with the Army and Air Force Exchange Service.

“I’m thankful for what has transpired,’’ Hall explains. “Winston Churchill said ‘Never give in.’ I’m not quite as chubby, but we definitely have that maxim in common.”