Resort Show Section

our opening hours and maybe hire a new employee,” said Masci.

Sarah DeAngelo , owner and designer at Sarah DeAngelo Jewelry in Englewood, Colo., bases her staff training on her theory of making friends with customers over pushing a hard sell.

“My employees are instructed to be friendly and greet everyone as they come in,” said DeAngelo.

She also instructs her employees to give customers a compliment to put customers at ease and lighten their mood. After that, she tells staff to be available for customers when they need assistance.

In addition, she teaches staff to read the customer. For instance, if the customer is super chatty, the employee can respond in kind. However, if the customer is clearly not in the mood, staff are instructed to stay back.

Training staff to treat customers as long-term investments is also key for DeAngelo.

“It’s not just about getting a sale today; it’s about making them feel warm and welcome so they’ll tell their friends and come back,” said DeAngelo.

To keep a great store environment in the 600-foot- shop, she uses levels to keep the eye moving and highlight the product.

“You don’t want things to be flat (all on the same level) because then everything blurs together,” said DeAngelo. “Everything is about levels–creating little nooks and crannies and spaces where each thing becomes its own vignette.”

In addition, she ensures there is plenty of space to move in the store, so customers are not crowded or overwhelmed. Most of their jewelry–aside from a jewelry case for pieces over $300–is displayed so customers have access to it.

“If they touch it and try it on, they’re way more likely to buy it,” commented DeAngelo.

Three employees, including DeAngelo, work in the shop. DeAngelo and her production and administrative assistants make the jewelry in store and hop up to help with sales whenever it’s needed.

“This seems to be a good amount [of staff] because I have two super reliable people who are amazing,” said DeAngelo. ❖