We caught up with the brilliant and insightful Danielle Geneson a few weeks ago and have shared our conversation below.
Alright, Danielle thanks for taking the time to share your stories and insights with us today. Taking care of customers isn’t just good business – it is often one of the main reasons folks went into business in the first place. So, we’d love to get a conversation going around how to best help clients feel appreciated – maybe you can share something you’ve done or seen someone do that’s been really effective at helping a customer feel valued?
I feel like customer service isn’t really important in retail anymore. Within the last 10 years many people have hired employees or adopted policies for their companies that don’t make customer service a primary concern.
We have always strived to have really quality customer service. Even if the request of our customers is against our own policies – I’d rather have a return customer and a happy one than have someone upset with our product and spreading their story about how they didn’t appreciate what we had done.
One instance is when I had released a limited edition item back in 2019. We released this gorgeous Leather Box full of amazing new leather items and a brand new earring style! It was a success, we sold all of our 400 boxes. I was thrilled, and relieved!
However, within 1-2 weeks I had emails flooding in about how the glue we used to secure our new earring pieces had come apart and the earrings were flawed. A small business budget didn’t really allow me to just refund everyone. What to do? It was very very stressful. Instead I opened it up to my customers, allowed them to fill out an online form and whoever wanted a pair of the replacement earrings we would send could apply to get them for free.
Only 280 people filled out the form and we replaced them. At great cost! However, all of those people are still my customers today and the expense and work was worth all the effort to make sure our customers really felt cared for and treated right. This is my experience working in customer service. And a negative experience turned into a wonderful one in the end because it showed the human behind the product. I’m not a big box store and my customers know it.
Danielle, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
About 12 (almost 13) years ago I got a job working at a leather supply store. I kept seeing gorgeous leather on the tables and displays but had never seen anything like it sold online. So, I started by opening an Etsy shop in 2011 and offering unique brightly colored handmade braided leather bracelets. It was so popular that by 2015 my husband and I quit our secular jobs and worked for Flourish Leather full time.
We dabbled in all sorts of different leather items: bags, wallets, guitar straps… but ultimately the leather bracelets, earrings, and keychains were the hit. So, we went with it.
What really sets us apart from others is how unique our designs really have become. Our designs are completely recognizable to us – so much so that people wearing our jewelry can spot our designs on others because we don’t adopt or copy any other leather company patterns or products. I have always been very specific on designing our product slowly and intentionally to make sure we stand far apart from any perceived competition.
What I am most proud of about our company is our resilience. 2019-2021 proved to be a pandemic boom of income that is now completely gone. What growth our company experience almost went backwards (although I know I’m not the only company seeing that) and watching how to navigate the highs and lows of owning a small business has been rewarding and incredibly challenging. It’s helped me grow as a business woman.
Flourish Leather Co is a small – non-viral – leather jewelry company. We offer leather bracelets, earrings, and accessories. I like to think that if you shop with us long enough you don’t just blend into the crowd. We know your name, we talk to you on Instagram, you’re important. That’s what matters.
Can you tell us about what’s worked well for you in terms of growing your clientele?
Making sure each person who shops from you isn’t just another customer number. It sounds like I’m repeating myself but, to be clear, you can have the best marketing… the biggest advertising budget… and maybe a huge following on social media… but you cannot – I repeat CANNOT – survive or succeed without a loyal group of people who buy your products. What does that take? Making sure every single person you sell to is important to you, and that you make time to help them!
I can’t really emphasize the importance of the true VALUE of a customer. They are your buyers! Treat them well, and in turn they will treat you well. So, I make sure to include gifts, always respond to my DM’s, respond promptly to emails and issues… if you want the long term customers then be the company who retains them. I try to live by a simple rule – how would I want to be treated? Then I simply apply that to my customers. It’s simple, and works.
Any advice for managing a team?
During 2019-2021 we had about 13 employees and during that time I learned a lot about managing employees. I think the number one thing to remember is you’re not better than anyone working for you. Treat your employees well, pay them well, and trust them. When you do this you foster a safe & trusting workspace. My employees always accomplished their work on time, and well done. Let open communication be always allowable and don’t overreact. We live in a different age and people work differently than they did 20 years ago. Adapt and always stay humble.
We now have only one single employee (me) working and making / producing all the leather jewelry. That was a huge change for me but I think being adaptable and not viewing each new step down as a failure has helped me maintain my positivity!
Contact Info:
- Website: https://flourishleatherco.com
- Instagram: https://www.instagram.com/flourishleatherco/
- Facebook: https://www.facebook.com/flourishleatherco/