My Jewellery Deventer wins the Experience of the Month Award!
21/4/2026
My Jewellery Deventer is the winner of our Experience of the Month Award for March! Every month, our mystery shoppers visit thousands of retail stores and hospitality venues. From all these visits, we select the most remarkable, customer-friendly, or inspiring experience. This month, My Jewellery Deventer stood out as a store where personal attention, expert advice, and strong teamwork on the shop floor clearly come together.
A personal shopping experience
The service at My Jewellery Deventer went beyond simply showing products. The employees proactively offered suggestions, presented different options, and encouraged the mystery shopper to try and experience the products.
Our shopper was highly complimentary about the service: “I was able to try products during my visit to see if the jewellery suited my preferences. For the necklace, the employee found the right letter and helped me put it on and take it off. She then suggested different combinations of necklaces and charms.”
There was also active guidance when trying on clothing: “While trying things on, the employee gave great advice on sizing and brought other sizes or suggested alternatives.”
The result? A complete and personal shopping experience, where the mystery shopper felt truly seen and left the store with a smile:
“The service from both team members was amazing. They listened carefully to my wishes, really took the time, and came up with alternatives themselves. I felt they genuinely enjoyed advising me and truly wanted to help.”
A team that complements each other
For store manager Lynn Smal, who has been with My Jewellery for five years and has been managing the Deventer store since December, this is exactly what it’s all about:
“How amazing that we’ve won this award! Helping customers is the best part of my job.”
She shared more about the team’s collaboration. The Deventer store is relatively small, which means there are usually only two team members on the shop floor at the same time. That makes teamwork essential. “We’re constantly coordinating, who helps which customer, who goes to the register, and who approaches the next customer. Together, we guide customers in their search for jewellery and a matching outfit. To me, jewellery truly completes an outfit, and that combination is what makes the job so much fun.”
This close communication ensures that customers feel acknowledged and that no one is overlooked. The team works closely together and keeps each other sharp during busy moments.
Insights that drive improvement
Lynn sees mystery shopping as a valuable tool to continuously improve the customer experience. “I really like that you can review the results. You see how different people perceive the store.”
The results are actively shared within the team. When a new report comes in, the findings are discussed, and any focus points are incorporated into the daily briefing.
“After that, we agree to keep paying attention to these points every week. That way, the team truly contributes to the development and improvement of the store.”
This approach turns improvement into an ongoing process that involves the entire team.
Awareness as the key to growth
Mystery shopping also plays an important role at the regional level. Area manager Wendy Kuiper sees how the results contribute to awareness and growth.
“As an employee, you often view things from your own perspective. Seeing the store through a customer’s eyes helps create greater awareness.”
Results are shared both within the team and across the region. Stores are compared, and performance is evaluated to identify top performers.
To support this, the focus is on training in customer experience and sales. The store manager also plays a crucial role within the team. “She ensures that the right people are in the right place so everything runs smoothly. You ultimately see that reflected in both the results and revenue.”
Congratulations, My Jewellery Deventer!
My Jewellery Deventer shows that a strong customer experience is built on personal attention, great advice, and a team that works seamlessly together. Congratulations to Lynn and the entire My Jewellery Deventer team on this well-deserved Experience of the Month Award!
