Becky Bettencourt, an artist trained in animation and illustration, found a niche at Blue River Diamonds as a manager and self-taught CAD designer, although, of course, this being retail, she wears other hats as well. “I do a little bit of everything from ordering to case displays, social media, website, bathroom cleaning, etc., but my main passion is custom design,” she says. Blue River Diamonds has two locations in Peabody and Gloucester, MA.
CHALLENGES AND REWARDS. Customers are coming in with some wild ideas for custom, and it can be a big chunk of time tracking down specific stones with specific specs, but once I find the stone, create the piece, it all comes together, and the customer loves it, it all becomes worth it!
EXTRACURRICULAR. I keep my foot in the door in the film industry by taking on some storyboarding work on occasion. I also teach one or two college classes during the fall and spring semesters. It’s a nice change of pace and it helps keep me creatively fulfilled.
A WORK OF ART. Because art is a practice, it was in my nature to spend a lot of time on a design and redo it until it was right. I think that also taught me patience for design and working with very particular clients.
OUT-OF-THE BOX. I get customers looking at classic halo settings with oval or round diamonds, and an hour later, a customer who wants to design an engagement ring that resembles a bat! I sometimes grumble about the more out-of-the-box pieces, but honestly, those have become my favorites.
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Q&A with Becky Bettencourt, manager of Blue River Diamonds, Gloucester and Peabody, MA
What is your role (or roles) at Blue River Diamonds?
I do a little bit of everything from ordering, case displays, social media, website, bathroom cleaning, etc. but my main passion is custom design.
What are your biggest challenges and rewards in your job?
Lately it feels like more customers are coming in with some pretty wild ideas when it comes to custom and it can be a big chunk of my day (or days) tracking down specific stones with specific specs but once I find the stone, create the piece, and it all comes together and the customer loves it then it all becomes worth it!
Where do you find inspiration and motivation to keep going on a difficult day?
I think it’s really just having those close customers who have become almost friends. Customer service is especially difficult post-COVID, and some customers can really knock the wind out of your sales, but just when I think I’ve hit bottom, a customer I’ve been working with for years will come in for a ring cleaning or even just to say “hi,” and we get to chatting. It reminds me that the relationships I’ve built are what make those tough times worth it.
How did you first become interested in jewelry retail?
The honest truth is that I needed a summer job in between semesters during college, and working in jewelry paid better than folding clothes and babysitting. I enjoyed doing it, and the personal way of selling was a great way to get me out of my comfort zone. I met my fiance working in a corporate jewelry store and when he opened his own store, I went with him. That’s when I fell in love with custom design and the much more personal way of selling that the independent environment allowed me. He showed me how much more creative, challenging, and exciting the jewelry industry can be.
How does your education or background help you meet the challenges of your daily responsibilities?
I’m a trained artist, specifically in animation/illustration. With this background, I was able to play around with CAD programs and primarily teach myself. Because art is a practice, and you only become great by continuously doing, it was in my nature to spend a lot of time doing a design, re-doing a design, and re-doing again and again until it’s right. I think that also taught me the patience for design and working with certain clients who are very particular.
What is interesting or unique about your market, demographics and customers?
We have two stores and one is in a very traditional area, and the other is near a very young and offbeat area, so in one week I can get customers looking at very classic halo settings with oval or round diamonds, and an hour later a customer who wants to design an engagement ring that resembles a bat, or a ring that uses very specific cuts of salt and pepper diamonds. I sometimes grumble about the more out-of-the-box pieces while I’m on the phone with various suppliers trying to find the exact right stone, but honestly, those have become my favorite pieces, and I really wouldn’t trade them for anything.
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What do you like doing on your days off?
Days off have been a bit harder to come by so it’s lately been about recharging my batteries. It’s nice to take a walk while listening to podcasts, bake, or just hang out with my cats watching movies or TV shows. I can kill a whole day just watching “The Office.”
Do you have a favorite travel destination (past or future?)
My fiance and I spent a week in the Azores a few years ago and I haven’t been able to stop thinking about it since. I’m hoping we can go back soon. I can’t imagine a more beautiful place.
Do you have any hobbies?
It’s not so much a hobby because I actually really enjoy working and I keep my foot in the door in the film industry by taking on some storyboarding work on occasion. I also teach one or two college classes during the fall and spring semesters and it’s a nice change of pace, a nice break in my week and it helps keep me creatively fulfilled.
What do you look for in employees? What qualities do you try to instill in them to succeed?
I think the most important quality in an employee is someone who has a passion for jewelry. I think that comes through in customer interactions and also how they take care of the store when you are not there. When that passion comes through, customers really gravitate toward it, and it’s great to see them build loyal client relationships. When that happens it helps to movitate them.
What is your secret to exceptional customer service?
I’m a very non-pushy person, especially when it comes to engagement rings and wedding bands. I understand the gravity of the purchase and that this is a huge purchase for most of these couples, and everyone’s budget is different because their financial situations are different. I don’t ever want them to feel like they have to buy immediately or that they are not spending enough. I try to keep things pretty informal, but I’m also a teacher at heart so I like to encourage them to ask any and every question, I like to pull out different stones, show them specifically what grades mean, and give them a solid basis so they feel like they have the knowledge and confidence to make informed decisions. Then I let go home and digest the information. I think that all makes a difference.
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