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We caught up with Michele Edwards from Broken English, a jewelry store with Los Angeles and New York locations that prides itself on personal service, to see how its stores achieve the customer experiences that Ben Smithee encourages.
JA: What vibe were you trying to achieve within the store?
ME: The goal was always to make it a destination for people who wanted to lead rather than follow. Who understood how to define style and were in search of jewelry that could complete that idea elegantly and definitively.
JA:How does your customer experience differ from traditional jewelry stores?
ME: The first step is unparalleled product knowledge. Our staff loves jewelry and learns as much as possible about our pieces so that information can be shared with our clientele. Beyond that, we maintain strong relationships with our designers so that if a client has a special request, we can help get it in short order.
JA: Who is your target customer?
ME: People who are looking to expand their horizons. Who appreciate innovative design and quality craftsmanship. Who enhance themselves with adornment, but don’t let any one piece define them. In a word adventurers.
JA: It seems like you are not just selling jewelry but an overall lifestyle, how do you portray that in your store and on your website?
ME: We spent a lot of time creating the look of our stores and the website. We want them to be showplaces that highlight our jewelry without competing with them. Hence the strong clean lines in wood, metal and stone. There’s a great energy, but it doesn’t distract from our purpose.
Edwards added, “There’s still nothing better that watching a client find that piece that speaks to them. We love being a part of that experience.”