Meet San Antonio Jeweler and Innovative Retailer Michelle Shetler

Michelle Shetler and her all-female sales team practically wrote the book on clienteling It’s not snappy signage or a stylish storefront that lures San Antonio jewelry lovers into Shetler Fine Jewelers—the shop is invisible from the street, tucked into office space inside a five-story professional building. What reels them in are the smart, stylish, and well-connected women who work there, says owner Michelle Shetler. The retailer, who bought the store from defunct Amarillo, Texas–based jeweler Duncan & Boyd in 2008 after working as its manager for three years, didn’t intentionally assemble an all-female sales force. But she’s seen success in cultivating a shopping environment where clients “feel like they’re talking to their friends.” Her team prioritizes ­relationship-building above all else. “We’re an extreme ­destination, so we have to work hard each and

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