By Lenore Fedow
Borsheims, which will soon celebrate its 150th anniversary, now offers customized shopping lists via email as a way to bolster its online presence.
Omaha, Neb.—Borsheims Fine Jewelry is adding a personal touch online this holiday season.

The jeweler recently debuted its virtual showroom, which it described as “a curated, online sales floor.”

The online showroom allows sales staff to pick and choose items specifically for individual customers, sending them a personalized shopping list via email. The list can be shared with others as well.

Shopping lists are created in response to a customer’s request or an upcoming event, such as a birthday or anniversary.

“If a customer says they’re looking for a bracelet with red gemstones, their specific virtual showroom might include a number of ruby or red sapphire bracelets at different price points,” explained Borsheims in an email to National Jeweler.

If a client is looking for gifts within a certain price range, a sales associate can create a virtual showroom based on that criteria as well. 

The staff has been creating customized lists since the days of faxes, said Borsheims, but now the process has gone virtual.

The change is part of the Berkshire Hathaway-owned company’s new omni-channel approach, as it looks to upgrade its online presence as its 150th anniversary approaches.

Vice President Adrienne Fay has been tasked with merging the jeweler’s online and in-store shopping experiences.

Fay was formerly the company’s director of marketing and business sales before claiming the VP spot, a newly created role, in September.

“Customers have always expected personalized service and curation in the in-store experience,” said Fay in a press release. “They also now expect it in the online experience and this tool allows our associates to do just that.”

Sales staff will be able to track and earn commission on sales from the virtual showroom.

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