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THE RETAILER FORUM

FYI

October 2025

Designing Your Staff

Lyn M. Falk

I’m all for creative freedom when it comes to hairstyles, apparel, and skin ornamentations. However, when it comes to a business, it’s important to think about your brand, your mission statement, and your target market. Do you currently have a section in your employee handbook about how your staff should present themselves when representing your brand on your selling floor? If not, it’s time to think about developing some guidelines.

For instance, if you’re a traditional jeweler with traditional values and product lines, your staff should lean towards traditional wardrobe and overall appearance.

If you’re an artsy, funky, pop-art kind of jeweler, then your staff has some fun options to be more out-of-the-box with their dress and accessories.

Ditto for high-end, fashion-forward luxury, or, natural/organic down-to-earth. Whatever your store’s vibe is, your employees’ “dress” should reflect that.

Generally, people are attracted to a sales environment that already supports their way of dressing and accessorizing. However, there are some instances where someone may be a great salesperson, but doesn’t know how to put together a look, or is on the edge of slipping in the wrong direction without some guidelines to follow.

Here are some things to consider when putting your guidelines together:

Face/Hair – this is the first thing a customer notices. What are the acceptable hairstyles, makeup, and body adornments for your business brand?

Clothes – once the staff comes out from behind a case or counter, the clothes are the next thing that a customer will see. Is the outfit appropriate? (A receptionist one time came to work for a corporation, wearing a tube top – if you’re too young to know what this is, it’s an elastic stretch top that hugs the middle of the torso just covering breasts and stomach. She sat at the front desk, which had a vertical panel at the edge to cover up work materials. When customers entered the reception area, it looked like the receptionist was naked. True story. And the reason apparel guidelines often get started.)

Shoes – some people need comfort/support shoes and others can wear shoes that would cause others to break an ankle. During and post-COVID, dressy activewear was being worn by most everyone for almost any occasion. That is slowly dissipating as dressier shoes are on the comeback. Without some guidelines, staff can walk into your store ready for work in flip flops or UGH boots, neither of which would fit most jewelry stores these days.

For the more upscale, fashionable stores, female staff often want to wear dressier shoes with heels, however, standing on a hard floor all day can be problematic. In this case, areas of the store can be carpeted with padding underneath to provide comfort.

Hands – since staff will be handling jewelry, it’s important the skin and nails are in good shape. It may even be a nice perk to offer manicures once a quarter to everyone. (Men get the “buff” option.) The higher the priced merchandise, the better the hands and nails should look. And of course, they should be wearing your jewelry!

Cologne/Perfume – how do your employees smell? If they have any kind of odor, it’s critical to have a talk with them. Find out why and help them solve the issue. On the other hand, if someone has too much cologne or perfume on, it can be a turn off to customers and other staff. A subtle aroma can be helpful in befriending and communicating with customers. And keeping it subtle doesn’t interfere with any signature aroma intentionally imparted into the store.

Finally, if you have some sensitive issues with some of your staff, and you’re not comfortable addressing them, consider hiring an “image consultant.” This professional can come in and review ALL your employees, so no one feels singled out. You’d be amazed how much each person can learn and get out of these consultations. It’s kept private, so sensitive issues can be addressed in a safe space. Even those you/they think have it worked out already, will be surprised at what they can learn and apply to their individual “look.”

Taking interest in how your employees present themselves on your selling floor will help them become more confident and sell more, which makes for a good return on your investment.

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