Almost two weeks ago, I wrote a pretty detailed account of my daughter’s experience with four jewelry store chains while trying to purchase herself a purity ring. I think after everything that has happened, it would be better to now refer to the whole ordeal as “JewelryGate 2010.”
After posting our story, I received several comments. Some through my blog, and some of you emailed me directly. Many people suggested that I contact each of the stores and let them know about my experience– the good, the bad, and the ugly.
So, on Monday, February 22nd, I did just that. I went to each of the store’s corporate websites (Rogers, Greenbergs, Helzbergs, and Zales) and posted my contact information with a write-up of my review, exactly as it appeared on my blog. I also included a link to my site, should they wish to see the post themselves.
And then I waited.
That same day, I received automated responses from both Zales and Helzbergs, both indicating they had received my comment and “someone will be contacting you shortly.”
On Wednesday the 24th, I received another automated response from Zales, as follows:
Dear Jenni,
We have received your concern, please provide the store location in which you had your experience as well as some detail on what occurred. Thereafter, we can forward your concern to the appropriate executive.
Should you have any further questions, or require additional assistance, please contact us at 1-800-311-5393, or email us at customerservice@zales.com and a Customer Service Representative will be happy to assist you.
Sincerely,
Zales Customer Service
That same Wednesday, I received my first REAL reply from a store. I received a call on my cell phone from Kevin, the store manager of the Helzberg’s store we visited. He had been contacted by his district manager, who had been contacted by their Corporate offices as my complaint made its way through the company.
Kevin, also being the father of a teenager, was appalled at the treatment my daughter received in his store, and promised that it is NOT how they do business. He indicated that he believes every customer should be treated with respect, whether they have $1 in their pocket, or $10,000 and whether they are purchasing something or not. I explained to him that while I do not suggest people boycott their store (I hate to have a repeat of the recent local Legends restaurant saga), I will make sure I visit Rogers first should I ever be jewelry shopping again. Kevin also informed me he would be sharing my review at their next employee staff meeting, as a training tool for how to deliver great customer service. (Go Kevin!)
A few minutes later, I also received a call from Art, the store manager at Rogers, the only store in which we had a GREAT experience. He thanked me for my blog post, and told me that he very much appreciated our honest review of their store. He indicated he printed off the review and had it framed, and proudly displayed it in their store window. Art told me he was also contacted by Jody of Iowa Geek to inquire about their store participating in the 2010 Moms Nite Out coming soon. (See what good customer service gets you?).
I had planned on writing this follow-up several days ago, but I wanted to give all four stores the chance to respond first. As of today, I have yet to receive any further response from Zales, and I have not received ANY response at all from Greenberg’s.
I did, however, get another phone call from Art at Rogers Jewelers on Friday, February 26th. He let me know that if I should happen to stop into their store, I would no longer see my review posted outside their store for all to see. Apparently, some of the other jewelry stores complained about it, and mall management asked them to take it down. If you’d like to see it, though, it’s now posted INSIDE the store, in a display case. (I’m sure it has absolutely NOTHING to do with the fact that one of the jewelry stores in question — HELLO ZALES!– is located right next door.)
Sometimes I think people underestimate the incredible buying power teenagers have. They do have disposable income, and they are more than willing to spend it. While my daughter may have walked around with the intentions of spending $50 that day, she also sat in the jewelry store and texted all of her friends, letting them know she bought the ring, and also WHERE SHE BOUGHT IT. Word of mouth is a powerful tool, and it doesn’t matter how old you are. If anything, its more powerful with the younger generation, as I am sure her friends would be more than willing to just go to the exact same place my daughter went to, simply based on her suggestion.
Bottom line, like cars, jewelry is not something that we go out and purchase every day. And with the current state of the economy, every company is fighting even harder to earn your business and mine. The best way for them to do it is by providing excellent customer service. It might be the advertising or the sales that draw people in, but when it comes down to it, it’s all about how they treat you.
Disclosure: While I was not compensated for writing this, I was informed by both Rogers and Helzberg’s that their Corporate Offices would be sending me “something” in the mail. This did not in any way influence my review, especially since I dont even know what they are sending me. 
