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Behind the Review host and Yelp’s Small Business Expert, Emily Washcovick, shares a look at this week’s episode of the podcast.
Expensive purchases, such as an engagement ring, sometimes seem like a one-time transaction. But Robbins Brothers, a jeweler specializing in engagement and wedding rings, sees it differently. They will join you and your future husband for the ride and make sure you get exactly the rings you both want.
Charlotte Schmidt, general manager of the San Diego location, wants to be the easy part of your love journey, as she calls it. “We definitely call it a love journey because they found their partner. That’s the hardest part, right? We try to make the other part easy and less stressful, because we’re the experts in the industry and we just go through them.”
They may not walk you down the aisle or run your wedding, but Robbins Brothers want their role to run smoothly. It should be a stress-free environment with approachable staff so they maintain a more casual atmosphere not often seen in luxury jewelry stores.
“It’s really about interacting with the customer. It’s about them enjoying this great time alone or together, because it’s a lifelong commitment. And it’s also a lifelong commitment to us. We want them to love us as much as we do.” like their ring, no matter how much they love the experience.”
Yelp Reviewer Kevin H. appreciated the honesty and education he received when it came time to buy his fiancée’s – now his wife’s – engagement ring. She had a pretty clear idea of what she wanted.
“He first found out what my wife’s priorities were with regard to choosing the ring. The main thing she wanted was the size of the diamond. She wanted a large diamond. I think what Gare said was really helpful for was, was,” Well, if you want a big diamond, we can give you a lower grade. That saves you money, and you still get a big diamond.”
Gare, Kevin’s representative, took them outside and showed the couple the truth about the diamond: the lower quality, but larger diamond sparkled just as brightly as a more expensive one.
Providing that level of education is a priority for Robbins Brothers. “We’re trying to educate you. If you can’t tell the difference between a $15,000 diamond and say a $10,000 diamond, why should we sell you the 15? Let’s sell you the 10, make you happy, and you have faith in us.”
It may not seem intuitive to sell something cheaper, but the Robbins Brothers staff is more concerned about customer satisfaction because happy customers are the best repeat customers. Kevin bought his wedding ring from both Robbins Brothers and his wife’s and his experience led him to leave a positive review on Yelp.
Charlotte knows it can’t all be five star reviews, but she uses both positive and negative reviews to their advantage. “You can’t make everyone happy, and we’re really, really trying. We celebrate the five stars, the four stars.
“If it’s a negative review – and they happen, you know what I mean – it touches me. It touches the heart because I am the face of the company. I am the owner. They, the Robbins Brothers, entrust me to the best of a building. So I contact every customer. It’s being vulnerable and saying, ‘Where did it go wrong?'”
Robbins Brothers uses a customer-centric approach to gain and retain customers in the long run, and your small business can benefit from these tips too:
- For large purchases, an accessible shopping experience is essential
- It’s not about the one-time sale, it’s about the long-term customer relationship
- Customers appreciate clear, honest information about what they are buying
- Reviews can improve morale and encourage employees to learn from each other
Listen to the episode below to hear directly from Charlotte and Kevin, and subscribe Behind the review for more information from new entrepreneurs and reviewers every Thursday.