Swym Customer Showcase – Featuring Garland’s Indian Jewelry

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“Take care of your customers and build relationships”

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The eCommerce industry is filled with some really interesting niche products. Handmade artisan-friendly products are one of a kind and hence valuable as they are hard to find in an offline scenario. Ecommerce gives such forward-thinking merchants a faster way to reach a smaller but very targeted audience, and endless opportunities to educate and offer their products. We are thrilled to be featuring one such merchant in this edition of the #SwymCustomerShowcase.

Garland’s Indian Jewelry is a family-owned Native American jewelry and art business dedicated to providing high quality, authentic Native American and Southwestern Art. Garland’s is committed to their founding principles – utmost respect and fairness for the native artists, reasonable prices for our customers, and the friendliest, most knowledgeable staff in the industry. They are located in the beautiful red rock country of Sedona, in northern Arizona.  Their amazing collection of authentic Native American art include extraordinary handmade jewelry, hand-carved Hopi Kachina dolls, Navajo sand-paintings, Pueblo pottery, hand-woven baskets, and the finest Navajo rugs in the world. We love how easy-to-read and clean their website is, with a minimalistic design approach that yet doesn’t compromise on elegance. Here’s a candid interview with Michael Garland, Vice President, Garland’s Indian Jewelry


Tell us about your business – your mission and what made you start this e-commerce website?

I am the fourth generation in my family that has worked directly with Native American artists in Arizona and New Mexico. We’ve been selling authentic, handmade art since 1976 at two locations in Northern Arizona. We introduced our eCommerce site in 2011 and it’s gone through many transformations. We have wonderful customers from all over the world, and the site gives them an opportunity to see our newest arrivals from the comfort of their homes.

Which channels are bringing the most traffic to your Shopify store? Which channels do you wish to use to reach more customers this year?

The majority of our online traffic is direct or from search engines. Our blog content drives a lot of search engine traffic to our store. A lot of our job is to educate our customers about the cultural significance of our artists’ work as well as providing historical context for each piece, style, or tribe. Creating informative and interesting blog posts will help customers discover your online store. After direct and search, Pinterest drives the most traffic to our store as an alternative sales channel.

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What made you choose Shopify for Garland’s Indian Jewelry? How is it helping you accomplish your business goals?

Shopify was our choice for the ease of use, their Guru support, and the App store. I see them as a growing company that is hungry for new customers – so they are constantly adding new features, new partnerships etc. A lot has changed since we first migrated to Shopify, and almost every change has been an improvement including the apps that are available, like this Wishlist Plus.


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What is it that Garland’s Indian Jewelry (as a business) want to accomplish in 2018?

We are working on merging our two eCommerce sites into one. For years, we’ve had two eCommerce Sites – one that focused on jewelry and the other focused on Navajo textiles. We are working on creating a new theme, with a lot of improvements, and combining the inventories of both stores onto one site. Stay tuned….

What tools, apps, key metrics do you track and use to understand your business’ health? What apps do you use to help you with your backend?

We use Shopify’s analytics section. However, we have two physical stores as well, so we generally generate our important reports through Quickbooks Online, which allows us to account for all of our sales channels, online and physical.

We love sharing more information about e-commerce best practices that we come across, with our customers. Would you have any cool trick or best practice that you recommend?

Take care of your customers and build relationships. Even with eCommerce businesses, customers still want a human experience. Make you and your staff available for phone calls and emails from customers. Word of mouth will always be one of the best forms of marketing. Going above and beyond, such as extending return windows, providing free shipping, or fast responses, will ensure that every customer has a good experience. Sometimes, even a problem (such as a lost package) can turn into an opportunity to win a customer for life when you immediately offer them a full refund or a credit towards a new product. We’ve found focusing on making each and every customer happy, leads to more customers – as they tell their family and friends about their good experience. Some of our customers have been buying from us for 40 years, and this is due to the friendships and trust we’ve built with them over the years.


Want us to feature your story here? Write to us, we’d love to hear from you.

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