"Store associates are marketing and selling right off their social media."

Virginia Drosos, CEO, Signet Jewelers

The Problem

Signet Jewelers, the world's largest retailer of diamond jewelry with 2,800+ stores, faced the challenge of empowering their 29,000+ workforce across 7 brands (Kay Jewelers, Zales, Jared, James Allen, etc.) to effectively engage customers through digital channels. During the COVID-19 pandemic, when they had to temporarily close over 3,000 stores overnight, they needed a way for jewelry consultants to maintain personal relationships and drive sales through virtual engagement. The company lacked a unified solution that could enable their sales teams to distribute content, measure engagement, and attribute sales across social media, email, SMS, and clienteling touchpoints.

The Solution

Using Brieflee's creator program platform, Signet Jewelers empowered their entire workforce to become authentic brand advocates and social sellers:

• Employee Creator Enablement: Brieflee's platform equipped 29,000+ sales associates across all 7 Signet brands with tools to create, schedule, and distribute pre-approved content to their personal social media channels and direct customer communications

• Multi-Brand Content Management: Our system managed content campaigns across Kay Jewelers, Zales, Jared, James Allen, and other brands, ensuring brand consistency while allowing personal authenticity from associates

• Social Selling Infrastructure: The platform enabled associates to share shoppable videos and photos, with customers able to book appointments, ask questions via SMS/WhatsApp, and purchase directly from any social media post

• Personal Storefront Creation: Brieflee's system created personalized storefronts on each brand's e-commerce site for every salesperson, featuring their curated content and enabling direct customer engagement

• Comprehensive Sales Attribution: Our platform tracked all activity resulting from associates' digital efforts across social media, e-commerce sites, and clienteling, providing complete sales attribution and performance measurement

• Campaign Workflow Automation: The system enabled structured content creation and distribution campaigns, allowing associates to act immediately or schedule content for key marketing events like Valentine's Day and holiday seasons

The program successfully transformed Virginia Drosos's vision of store associates "marketing and selling right off their social media" into reality, creating a scalable social selling engine that drove measurable engagement and sales across Signet's entire retail network while maintaining the personal touch that luxury jewelry customers expect.