the Kimberly Process, “a joint governments, industry and civil society initiative to stem the flow of conflict diamonds – rough diamonds used by rebel movements to finance wars against legitimate governments” (www.kimberlyprocess.com). This due diligence has satisfied Allurez’s customers which in turn has incentivized Allurez’s suppliers. “We see our suppliers as partners of Allurez, as they are an instrumental part of our success. I believe we share the same goals and values, which is mainly to satisfy our customers and to make sure we have the highest customer satisfaction rate in the industry.” “[I]f a customer has a good idea for a piece of jewelry and we dangle it out there and determine it will be popular, we are able to turn that into a design and a finished piece, and add it to our catalog in just a few days.” Mahgerefteh sees promoting the value the Allurez brand places on consumer imagination and consensus as a necessity. “I think from inception we valued our customers greatly. But as time went on we have been listening to their feedback more and more and have been acting on it much faster than ever before,” he explains. “For example, if a customer has a good idea for a piece of jewelry and we dangle it out there and determine it will be popular, we are able to turn that into a design and a finished piece, and add it to our catalog in just a few days. The IT we’ve been able to utilize – not to mention the reach of the internet – has helped us grow at a much faster rate than a shopping mall store would ever be able to. We are even growing faster than our online competitors.” The lure of the brick and mortar jewelry store is not, however, so easily dismissed by traditional consumers. “There are still a lot of custom- ers that feel more comfortable going to a store and seeing the item in person before purchasing it,” explains Mahgerefteh. “However, shopping malls usually have a much smaller selection, they do not have customization options, and they are way overpriced. Allurez solves the problem of the customer wanting to see the item before they commit to it by offering free shipping and an easy return policy. This way a customer can buy the item from the comfort of their home, have it shipped to them for free, and try the item on, while having the confi- dence that they can return the item if they are not satisfied.” “We try to make the online shopping experience so seamless,” Mahge- refteh continues, “that customers would be able to place and order and receive an item that surpasses their expectations without even having to contact our customer service. However, if a customer does have a question or concern they can reach our award winning Diamond and Jewelry Consultants via live chat, email, or phone call. Our team will do a great job of making sure the customer is truly satisfied with their entire shopping experience, and making sure they are loyal lifetime customers of Allurez.”
The Allurez Jewelry Expert Customer Service Team can even be reached through what they call “Social Support.” Monday to Thursday
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SPOTLIGHT ON BUSINESS • MAY 2016
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