The Rewards of Retail

As specialty retailers we're in the business of people. Sure, we sell products to people, but ultimately we're in the business of connecting with people to match them up with the right products. When done well we're rewarded with a sale. When done really well we're rewarded with the opportunity to make a difference in someone's life, which inevitably makes a difference in our own lives.

With today being the start of National Breast Cancer Awareness Month I am especially pleased to share this story of some retail employees who made a difference. Below you will find a letter received by Craig and Angela Pettit, owners of a chain of Brighton licensee stores. The customer shares in her own words how the employees in the Temecula, California Brighton store made a difference in her life when she most needed it.

Enjoy. - Doug

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Letter to Brighton Retail

I would like to tell you about some ladies at your store in Temecula, Ca.
I have breast cancer and am having bi-lat mast surgery on Tuesday, September 23rd.

On Sat the 20th, my daughter (30) and Granddaughter (7) and I were out for a beauty day before the surgery. We had our hair done, nails painted and we wanted to get matching necklaces. I want you to understand the state of mind we were in before we entered your store.

My daughter and I had just done my pre-op the day before. <Retailer with name removed> carries the contract for my insurance for the post-op camisoles that have to be worn right after surgery. We had gone there to be fitted and pick them up. It was a terrible experience!! The ladies made me feel embarrassed and for the first time since I had been diagnosed. . . I felt diseased!

So needless to say I was a little shy about being around people right then. When we went into the Temecula store . . . of course, we were asked if we could be helped. We said we were just looking.

As we got to the front of the store we saw the sign for the 2008 Breast Cancer bracelet. My daughter and I were looking at each other and one of the ladies asked if we would like to pre order one because they sell so fast. PJ, my daughter, asked when would they be in and was told Thursday.

One of the ladies then asked if we've been touched by or known anyone who had breast cancer. PJ looked over at me and then told her I was having surgery on Tuesday. I am in a wheelchair and because of what had just happened the day before I had turned myself away from the counter because I didn't want to see them look away from me or have them be embarrassed.

Those wonderful, beautiful, caring ladies stopped what they were doing and surrounded me. They bent down to my level and every one of them touched me, on my arm or shoulders, they let me know they were there. They looked me in the eye and asked questions and told me everything would be ok. We finished our shopping, found just the necklaces we needed and wore them out of the store.

As we were leaving those angels in Brighton told us bye, using our names, and that they would be thinking of us. My daughter and I sat in the car and cried. This time it was tears of joy and relief. It was like we weren't alone. There were women out there who were fighting with us.

I have sent these ladies a Thank You card but I wanted you to know, if you didn't already, that you have amazing women working for you. The only thing I regret is that I didn't get their names but I know God knew who I was talking about when I asked Him to bless them!

Signed,

<name withheld>

I’ll say it again. When done really well we're rewarded with the opportunity to make a difference in someone's life, which inevitably makes a difference in our own lives. Go make a difference!