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Kathleen Cutler

Why “Staff Picks” Could Be the Trick to Making More Sales

Customers want to hear recommendations from people they trust.

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STAFF PICKS IS an easy and effective way to show a little personality, build instant rapport, and create a better buying experience — and even solo Artist’s Picks can work wonders too!

Jewelry lovers appreciate the opportunity to interact with salespeople who they can come to see as a trusted advisor and genuine friend. By highlighting what you and your team love (and, more importantly, why), your clients can get a professional perspective on what makes your work stand out.

Our director of client communications, Suzy Pasqualetto, points out, “Far from being pushy, when done right, offering Staff Picks can deliver a more personalized shopping experience by providing behind-the-scenes insight, expertise in guiding their high-end purchases, and an element of discovery that your leads and clients are craving.”

Staff Picks can be a great place to break down technical specs into layman’s terms, share the type of occasion or person that a piece may be perfect for, or a detail that might not be readily apparent such as how comfortable and lightweight a pair of earrings are. This can help your clients envision themselves in your work, especially your online shoppers.

The key is to showcase the expertise and enthusiasm of your team, no matter the size, and create a curated buying experience that deepens your connection with those who are interested in your work.

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In Your Studio or Showroom

If you have a brick-and-mortar location, creating a display case exclusively for Staff Picks or a special handwritten tag to indicate a Staff Pick can help set select pieces apart from the rest, much like book stores have done for years. Including a photo of each staff member along with their pick can add an extra layer of personality and make your team even more memorable. This can be a jumping-off point for offering personal styling sessions or shopping experiences — or even incentivize a little friendly sales floor competition among your staff.

On Your Website

Your website offers a fantastic opportunity to showcase your staff picks and give extra context that can help turn browsers into buyers. Consider creating a dedicated page for Staff Picks either as a stand-alone page, within each section of your website, or on a blog post. A designated badge or icon can be used on individual product pages to further showcase your expert insight and guidance.

In Your Email Newsletters

While promoting your Staff Picks on social media can be a great way to generate eye-catching content, there’s no denying that the real power is in your email list. Adding a Staff Picks newsletter to your regular rotation or adding a Staff Pick to each email based on its topic can draw attention to your most crowd-pleasing pieces by putting them in front of your most engaged leads and linking them directly to your purchase page. Beyond increased sales, we’ve seen clients receive fabulous engagement and compliments for these types of emails.

With an especially personal purchase such as jewelry, offering a bit of personality through your Staff Picks can go a long way toward building stronger relationships and increasing your revenue by making your clients more comfortable and your sales process more enjoyable and engaging for all!

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SPONSORED VIDEO

She Wanted to Spend More Time with Her Kids. She Called Wilkerson.

Your children are precious. More precious than gold? Absolutely! Just ask Lesley Ann Davis, owner of Lesley Ann Jewels, an independent jewelry store that — until the end of 2023 — had quite a following in Houston, Texas. To spend more time with her four sons, all in high school, she decided to close her store. Luckily, she was familiar with Wilkerson and called them as soon as she knew she wanted to move on to bigger, better and more family-focused things. Was she happy with her decision? Yes, she was. Says Davis, “Any owner looking to make that life change, looking to retire, looking to close, looking for a pause in their career, I would recommend Wilkerson. Hands down!”

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