From Handing Out Flyers to 13,000 SKUs


The enterprise world talks loads in regards to the significance of customer support, however many firms, together with eCommerce shops, have room to enhance in the case of really implementing it. In a aggressive market, shops want to put customer support on the prime of the priorities listing and discover a strategy to make significant modifications. 

An American Categorical research confirmed that 70% of customers spend extra money and like to do enterprise with firms that present wonderful customer support.

Likewise, 96% of respondents in a Microsoft research stated that customer support is a deciding issue of their model loyalty and repeat purchases. And 54% indicated that they place extra significance on customer support than they did only one 12 months in the past.

One firm that understands the significance of customer support is New York-based tremendous jewellery service provider, WJD Exclusives.

WJD Exclusives

Based in 2002, WJD Exclusives launched their premier on-line jewellery enterprise with the dream of providing distinctive high quality hand-crafted tremendous jewellery for his or her loyal clients, whereas nonetheless providing remarkably inexpensive costs. 

In response to co-founder and managing-partner Vahan Avagyan, “We began this enterprise about fifteen years in the past. My enterprise associate’s entire background is in tremendous jewellery and I joined him in constructing the model into the success it’s at this time.

Co-founder and managing-partner Vahan Avagyan sipping a cup of coffee
Co-founder and managing-partner Vahan Avagyan

After we first began out, no kidding, I might stand outdoors and hand out enterprise playing cards to passersby — I wouldn’t hesitate. We did something we might to unfold the phrase: on-line advertisements, social media, my private Instagram web page. Though it was at a really small stage, on the finish of the day it was like a snowball.

If you happen to take excellent care of your clients, in the long term, they’ll come again they usually’ll carry their buddies with them.

We constructed our success by being persistent — very persistent.

It was generally painful to start with as a result of there weren’t a lot of orders each day. However even on the times once we didn’t have any orders coming in, we knew the place we have been headed.”

A lot of that success, says Avagyan, is as a result of delight they take of their distinctive customer support.  

WJD Exclusives lists all of their jewellery on their web site themselves, maintains their very own stock, handles all product images and advertising movies, and employs an in-house workers {of professional} jewelers.

beautiful chain necklace in multiple colors

“As a result of now we have on-site jewelers, together with my enterprise associate, we are able to make fundamental modifications actually quick. When a buyer has a restore request, as an alternative of sending it out to an off-site restore firm, which may generally take weeks, we’re in a position to present the service in only a day or two, most.

We get a variety of pleased suggestions from our clients. 

They ship in a sequence and we notify them it’s right here after which inside two enterprise days, they get an e-mail saying, ‘right here’s your new monitoring quantity, it’s on its approach again.’ They’re like, ‘Did you even do something to it?!’ 

Yeah, after all, we fastened it.”’

A good distance from the place they began

WJD Exclusives started their enterprise with a really fundamental web site and only a few product listings. Every day, they targeted on methods to enhance what that they had, make it extra environment friendly, and velocity up the gross sales course of.

Now WJD Exclusives gives 24/7 customer support, together with dwell chat and cellphone help — options that grew out of a deal with understanding what clients wanted and needed, past simply making the preliminary sale.

“We’re rather more environment friendly at this time in comparison with that first 12 months. We now have just a little over 13,000 product types with numerous colours, supplies, and measurements. We’re nonetheless specializing in increase a bigger and bigger amount of merchandise,” says Avagyan.

Two issues that they attribute to their continued development and success are WooCommerce and Afterpay.


The WJD Exclusives web site makes use of WordPress and WooCommerce.

They selected WooCommerce due to its flexibility, low startup prices, and talent to have full possession of what they construct.

WooCommerce permits Avagyan to switch and present a number of product variations and options like product photos and movies, in addition to rapidly make back-end modifications, replace SKU variations, and add customized knowledge fields.

“There are such a lot of good elements with WooCommerce, particularly its flexibility, I believe that was the principle purpose why we went for it,” he says.

“It was actually pure to go along with WooCommerce due to the flexibleness and the possession of the database, proper?

In fact, we needed to discover our personal options for a server and preserve a server to ensure it’s actually quick, however Shopify doesn’t allow you to take a calculator and begin including up all the belongings you wish to construct. It doesn’t allow you to add on to what’s already there like you may with WooCommerce.”

Avagyan and the group wish to make customizations that might be rather more tough on many platforms and even not possible on different eCommerce platforms. They’ll modify the database or change how the SKUs and variations are listed, and even add further knowledge fields. 

WJD Exclusives homepage


One other strategy to enhance buyer satisfaction is to supply quite a lot of fee choices. Purchase now, pay later (BNPL) options permit clients the flexibleness to make a purchase order and instantly obtain their order, however pay for it over a number of installments. 

Afterpay — WJD Exclusives’ associate of alternative — is likely one of the hottest BNPL suppliers in the USA with greater than 13 million registered customers

In response to Grand View Analysis, Inc, the BNPL market dimension is anticipated to develop to $20.4 billion by 2028. 


Afterpay knowledge reveals that many patrons choose utilizing BNPL choices — particularly youthful ones.

In actual fact, 69% of millennials and 42% of Gen Z customers usually tend to make a purchase order if BNPL is offered. 

Not solely can BNPL choices enhance conversions and common order values, they’ll really entice clients to shops themselves. 

In actual fact, Avagyan estimates greater than 30% of WJD Exclusives’ visitors comes from the Afterpay Market, and since activating the fee service, the corporate has not solely seen enhancements of their common order worth (AOV), they’ve additionally seen fewer buyer returns.

WJD Exclusives in the Afterpay marketplace
Afterpay Market: Jewellery that includes WJD Exclusives

In response to Avagyan, Afterpay has additionally elevated the belief stage that clients have within the firm.

“As soon as that belief stage goes up, your worth goes up. Clients begin considering ‘Okay, if I can belief these guys for a $20 buy, perhaps I can go forward and get this $10,000 necklace.’”

So for shops like WJD Exclusives, Afterpay can present: 

  • Larger conversion charges
  • Larger common order values
  • An expanded buyer base
  • Extra repeat clients 

“Yeah, so WooCommerce is superb,” says Avagyan, “and Afterpay is simply insanely superior. So a lot of our clients are benefiting from it that I don’t even wish to consider a world with out Afterpay. I don’t wish to think about our enterprise with out Afterpay!”

Discover Afterpay on the WooCommerce Market, and join an Afterpay service provider account.

A deal with clients

When requested about WJD Exclusives’ key to success, he says, 

“Every part that we do is customer-focused, even when the shopper is a enterprise. Begin by listening from day one to the wants of your goal clients, be it wonderful service or a superior bodily product.”

So there’s loads that has to occur behind the scenes for retailer homeowners to succeed in their objectives. However, it’s secure to say that crafting a wonderful buyer expertise needs to be excessive on that listing.

Be sure you go approach past your promise to fulfill the shoppers. That’s what’ll carry them again. That’s what could have them selling what you are promoting for you. That’s how you discover small enterprise gold. 

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