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Five Things I Know For Sure: Andrea Riso



Andrea Riso

Talisman Collection,
El Dorado Hills, CA

This article originally appeared in the May 2015 edition of INSTORE.


Andrea Riso is living her dream since opening her store, Talisman Collection, in late 2013, after tiring of a corporate career. These days, in her multiple roles as lead salesperson, graduate gemologist and store owner, she strives to under-promise and over-deliver. “Even if it’s someone who walks in and buys nothing, or if it’s an online customer, I still want it to be memorable, to make it personal, and make it better than their expectations.” — Eileen McClelland

I’m really surprised by the appearance of people who are my big customers. I’m from the East Coast and now I’m in California, and it’s very chill here and very casual. Honestly, they don’t dress very nicely. I wear jeans and sneakers at work a lot, and I never thought I would! That’s probably not the reason for my success, but If I didn’t fit in, it would probably be to my detriment.

It’s important to have a photographic memory. If you don’t, you better find a way to take copious and inconspicuous notes. You have to remember the details. It’s imperative to remember stuff about families and interests and to have a mental picture of what people want. The details are everything.

Engagement and sharing are my two personal mantras. Other than beauty, that’s what the industry is all about. Being engaged makes the customer experience resonate both with me, the seller, and the customer. It leads to a customer experience that is unique and memorable and that builds a relationship.

Healthy time management is an imperative. It’s important for me to rest and recharge at least one day a week.

Perseverance makes it all possible. I don’t want to be a used-car salesman, and I don’t want to be hawking diamonds, but I wholeheartedly believe in what I’m doing. Keep showing up, in the store and in the community. Keep moving forward. I brush off the bruises of rejection and remember that I have to ask and receive 200 “nos” for every one beautiful “yes,” as I’m selling.


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