In the first part, we spotlighted three individuals who support the frontline concierges and craftsmen at ith from the back office, and asked about their roles and responsibilities. In this second part, we explore the unique charm of ith, which becomes apparent only through the experience of creating wedding rings at ith, and how they communicate this charm through their respective roles. We will also reveal some of ith’s hidden charm, including common traits among ith’s staff.
The Satisfaction of ith’s Ring-Making
— You all created your wedding rings at ith. How did the experience make you feel?
Sato: For my wife and me, our assigned concierge had specialized knowledge about rings and provided precise design advice, which allowed us to reach our ideal design without hesitation. Therefore, we didn’t even consider looking at other brands.
Harada: I didn’t consider other brands either.
Wada: I was interested in comparing ith with other brands, so I went to see them. However, I felt uneasy repeatedly asking to take out rings from the showcase and returning them if they weren’t right. I felt sorry when I had to say, “Sorry, this isn’t quite right,” while returning the rings.
Sato: It would be nice if the store staff could sense that and return the rings themselves.
Wada: At ith, all sample rings are laid out in front of you, and you try on each one, leaving behind the ones you like. Not only can you find rings you like, but you can also try on ones that seem clearly different to confirm your decision. Going through the process of trying on everything and narrowing down your preferences gave me confidence in my choice.
Harada: I had decided on gold, but when I tried on the platinum, I was impressed by its mirror-like finish. The impression was completely different from what I expected. Also, the assigned concierge was very skilled at identifying and organising our common preferences that I hadn’t even noticed.
Sato: From a customer’s perspective, the concierges at ith doesn’t just affirm or empathize with our preferences; they build a relationship through conversation and then provide objective opinions, saying things like, “This is how I see it.” Since a trust relationship is already established, we can accept their feedback sincerely. I think it’s very important that the concierge leads the process.
Harada: I found it similar to business coaching. For instance, when my wife was torn between pink gold and yellow gold, the concierge presented the benefits of each and asked, “Which one is better for you?” This approach gave me a sense of satisfaction that I made the decision myself.
Wada: I completely understand. Even though I made the choice myself, I sometimes forgot the reasons behind it. In those moments, the concierge clarified the reasons for each ring chosen, which helped me organise my thoughts and move forward.
Sato: Customers unconsciously provide hints. The concierge picks up on these and provides accurate advice to the customer. Therefore, a concierge must have the ability to listen and communicate effectively, and it’s crucial to have knowledge to balance both skills.
Conveying the “ith Experience” from Each Perspective
— How do you intend to convey the advantages of ith, as experienced from the customer’s perspective, in your current roles?
Wada: I am aware that every interaction I have with external people can influence ith’s brand image. For example, I make sure to be thorough and considerate in every email exchange with interns. I hope this will enhance ith’s overall impression. I would be thrilled if someone joined ith or even remembered ith during significant life events like weddings or births, even if they join another company.
Sato: ith’s customers refer other customers to us. While the quality of the rings is essential, the quality of the concierge’s service is also crucial. When the service is excellent, it’s conveyed through people who say, “That brand was great,” thus spreading ith’s value.
Harada: I want to incorporate analog, human-like touches into digital processes. For example, I’ve already implemented some features in the system, like changing messages to “Good morning” or “Hello” based on the time of day when logging into the internal system used by concierges. It’s a small thing, but it’s a deliberate effort!
Wada: Doing things intentionally, even if they’re a bit inconvenient, might indeed be a sign of genuine care.
Common Traits Among ith’s Staff
— What common traits do you see among successful people working at ith?
Sato: I think the ability to persevere and not neglect efforts to shape things, even if it takes time, is crucial. People who can do this are successful. For example, concierge Ms. Maedo regularly visits the Kichijoji workshop, makes rings herself, and applies the knowledge and experience gained to customer service. Her customer interactions are so skillful that it feels like she’s a true craftsman. Even if the effort is for personal growth, if it ultimately benefits the customer, it’s wonderful. ith provides various training opportunities to keep knowledge updated, but a proactive attitude towards learning is very important.
Wada: For me, it’s the ability to think about others. Successful concierges are mindful of communicating customer intentions clearly to artisans and production management staff, while back-office staff consider the needs of customers and external partners in their work.
Harada: I think it’s about knowing what you like and what you’re good at. People tend to put in effort and be attentive when they’re in positions that align with their interests and strengths. Understanding what you want to do and being able to advocate for it effectively contributes to success.
Sato: ith has many inspiring individuals. Therefore, concierges should not only have knowledge of rings and jewellery but also understand the internal workings of ith well. Communicating this knowledge as part of ith’s appeal to customers will enrich both the brand and the company and broaden empathy.
Left: Ms. Wada [Strategic Planning Office]
Center: Mr. Sato [Brand Promotion Department]
Right: Mr. Harada [IT System Department]
Profiles:
Mr. Sato [Brand Promotion Department]: Ordered his wedding ring at ith's Kichijoji Atelier in 2015, then joined ith in 2017 after being inspired by his wife. He was the first concierge at ith who was a customer, and the first male concierge. After being a chief at the Ginza Atelier, he has managed several other ateliers and now works in the Brand Promotion Department, overseeing education for new and experienced employees.
Ms. Wada [Strategic Planning Office]: Started as a temp at ith in 2017 and became a full-time employee in 2019. She manages various administrative tasks, including customer information and training schedules for concierges. After the establishment of the Brand Promotion Department, she also supported the consulting business, expanding her range of duties. She had her wedding ring made at ith after joining the company.
Mr. Harada [IT System Department]: Joined in 2020, seeking a shift from a web production company to a manufacturer with own content, which led him to join ith. He handles the creation and management of ith's website and internal and external system developments. He also ordered his wedding ring upon joining the company.
