From Handing Out Flyers to 13,000 SKUs
9 mins read

From Handing Out Flyers to 13,000 SKUs

The enterprise world talks lots in regards to the significance of customer support, however many firms, together with eCommerce shops, have room to enhance in the case of truly 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 glorious customer support.

Likewise, 96% of respondents in a Microsoft research mentioned 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 yr in the past.

One firm that understands the significance of customer support is New York-based fantastic 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 fantastic jewellery for his or her loyal clients, whereas nonetheless providing remarkably inexpensive costs. 

In keeping with co-founder and managing-partner Vahan Avagyan, “We began this enterprise about fifteen years in the past. My enterprise associate’s complete background is in fantastic jewellery and I joined him in constructing the model into the success it’s at present.

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

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

In case you take excellent care of your clients, in the long term, they’ll come again and so they’ll deliver their pals with them.

We constructed our success by being persistent — very persistent.

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

A lot of that success, says Avagyan, is because of the 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 pictures and advertising and marketing movies, and employs an in-house workers {of professional} jewelers.

beautiful chain necklace in multiple colors

“As a result of we’ve on-site jewelers, together with my enterprise associate, we will make primary modifications actually quick. When a buyer has a restore request, as an alternative of sending it out to an off-site restore firm, which might typically take weeks, we’re capable of present the service in only a day or two, most.

We get a whole lot of joyful suggestions from our clients. 

They ship in a series 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, in fact, we mounted it.”’

A great distance from the place they began

WJD Exclusives started their enterprise with a really primary web site and just some product listings. Every day, they centered 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 stay chat and telephone assist — options that grew out of a deal with understanding what clients wanted and needed, past simply making the preliminary sale.

“We’re far more environment friendly at present in comparison with that first yr. We now have somewhat over 13,000 product kinds 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 progress 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 photographs 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 cause why we went for it,” he says.

“It was actually pure to go together 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 keep a server to ensure it’s actually quick, however Shopify doesn’t allow you to take a calculator and begin including up the entire stuff you wish to construct. It doesn’t allow you to add on to what’s already there like you’ll be able to with WooCommerce.”

Avagyan and the group wish to make customizations that will be far more troublesome on many platforms and even unattainable on different eCommerce platforms. They’ll modify the database or change how the SKUs and variations are listed, and even add additional knowledge fields. 

WJD Exclusives homepage


One other strategy to enhance buyer satisfaction is to supply a wide range of cost choices. Purchase now, pay later (BNPL) options enable 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 US with greater than 13 million registered customers

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


Afterpay knowledge reveals that many patrons want 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 obtainable. 

Not solely can BNPL choices enhance conversions and common order values, they will truly entice clients to shops themselves. 

In actual fact, Avagyan estimates greater than 30% of WJD Exclusives’ site visitors comes from the Afterpay Market, and since activating the cost 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 keeping with Avagyan, Afterpay has additionally elevated the belief degree that clients have within the firm.

“As soon as that belief degree goes up, your worth goes up. Clients begin pondering ‘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: 

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

“Yeah, so WooCommerce is superb,” says Avagyan, “and Afterpay is simply insanely superior. So lots 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, 

“The whole lot 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 glorious service or a superior bodily product.”

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

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

Offer buy now, pay later options with Afterpay

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